PROJECT REPORT ON PROMOTION MANAGEMENT

ACE INSTITUTE OF MANGEMENT

Submitted By:
Satish Tulachan Sudeep Mani Nepal MBAE Term V'B

Submitted To:
Deependra Tandon Subu Shrestha 30th Mar 2012

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.

........................................................................................................................................................................ Media Planning and Budgeting ..................................................................................................................................................................................... 11 Chapter Five : Media strategy................................. 14 Chapter Six : Creative Executions ................................................................................................. 1 Introduction to Promotion Management ............................................ 8 Chapter Three : Marketing Mix ...................................................................................................... 9 Chapter Four : Creative Strategies .................................................................................................................................................................... 13 Media Planning ....... 3 Chapter Two: Market Segmentation ................................................. 7 Market Segmentation ............................................................................................................... 7 Target Market Profile ......................................................................................................................................... 1 Introduction to the Brand ......Table of Contents Chapter One : Introduction ........................................................................................................................ 15 .................................................................. 13 Media Strategy ...............................................................................................

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. 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. promoting a brand image is the only way to create differentiation in the mind of the consumer. and to explain exactly what it does. 1|Page . 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. Image creation Sometimes. management will seek to persuade customers and the trade that their brand has benefits that are superior to competitors. Through persuasive promotion.

radio. television. radio. Each has different strengths. including traditional media such as newspapers. The main instruments . Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. 2|Page . to persuade a target market to purchase or to consume that particular brand. Advertising may be placed by an advertising agency on behalf of a company or other organization. sales promotion. are often mixed together as part of the promotional mix. outdoor or direct mail. 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.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. interest groups. It includes the name of a product or service and how that product or service could benefit the consumer. direct response mailing. or services. public relations and direct selling. What is important is that the promotional mix is carefully planned and the results monitored to ensure that the total promotional cost is controlled. or new media such as websites and text messages. religious organizations and governmental agencies. There are a large and growing number of promotional methods that businesses can use. Mass media can be defined as any media meant to reach a mass amount of people.advertising. Nonprofit organizations may rely on free modes of persuasion. These brands are usually paid for or identified through sponsors and viewed via various media. Different types of media can be used to deliver these messages. Several types of mass media are television. news programs. magazines. internet. Commercial advertisers often seek to generate increased consumption of their products or services through branding. Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties. ideals. and published pictures and articles. such as a public service announcement. Advertising is a form of communication intended to persuade an audience to purchase or take some action upon products.

These are just a few of the many communication tools that companies and organizations use to initiate and maintain contact with the customers. The Centre for Institution and People Development (CIPD). The launch of Ace A-Level and BBA-Banking and Insurance programs in 2008 is an additional milestone in its continuous endeavor to serve and facilitate learning. event sponsorships. They may appear in the form of billboards. open-minded. and prospects. In the undergraduate school. clients. The Ace Higher Secondary School is wellknown for its individual centered learning approach. since inception in 1999. conscientious learning center where students at different levels prepare to meet the challenges and opportunities of the 21st century. the year of its establishment itself. its BBA 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. 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. They have completed more than a decade of creating change leaders and showing the way to a new nation. You may simply refer to them all as “advertising”. TV commercials. or even e-mails. In 12 year history. telemarketing calls. sales letters. or in the form of newspaper ads. Its MBA program has acquired a distinguished reputation of being the most rigorous and fulfilling experience. coupons.As a consumer. in fact. you are exposed to hundreds and maybe even thousands of commercial messages every day. the correct term for these various tools is marketing communications. it broke new ground by launching the first Executive MBA program in Nepal in 1999. 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. Introduction to the Brand Ace Institute of Management is a contemporary. publicity. But. 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 3|Page . And Advertising is just one type of marketing communications. Similarly. In graduate school.

Vision  Enhance the capacity of individuals and institutions in Nepal to contribute to the nation's development. 4|Page . leaders and entrepreneurs. They are deeply committed to promoting a learning environment where individuals rediscover themselves and learn to be thoughtful and responsible managers.  We believe that we achieve and accomplish more when we compete with self and cooperate with others.  We believe that every individual is capable of contributing towards a positive social synergy. 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. We believe that knowledge is much more beneficial when accompanied by wisdom and humility. Mission  Promote a learning environment where individuals rediscover themselves and learn to be thoughtful and responsible managers. and entrepreneurs. leaders.  Promote entrepreneurship and professionalism by assisting entrepreneurs and institutions in acquiring and managing resources effectively.real life. Philosophy   We believe that one can never learn enough and learning is a life-long process.  We believe that each one of us learns differently and that no particular approach is superior to another.

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 5|Page .

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 6|Page .The Scope of the Study The scope of the project is to create a promotional plan and creative work for AIM.

- 7|Page . the AIM products are targeted towards students who are interested in management related degrees right from 10+2 till MBA.  MBAe Those students who have completed their undergraduate degree in any discipline with minimum 2nd division. The target market for various products is as follows:  MBA . -  BBA-Banking and Insurance Those students who have completed their 10+2 in any discipline with minimum 2 nd division. -  Ace Higher Secondary School Those students who have completed their SLC with minimum 2nd division. -  BBA Those students who have completed their 10+2 in any discipline with minimum 2 nd division. 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.Those students who have completed their undergraduate degree in any discipline with minimum 2nd division.Chapter Two: Market Segmentation Target Market Profile Generally. -  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.

Gender Both male and female students of Nepal are well aware of importance of quality education. The other factors that could affect consumer decisions are perception. So market segmentation is developing products and marketing mixes to meet the needs and wants of particular market segments. 8|Page . Income The customer can be segmented into higher earning families. it won't be focusing on a specific program. 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. attitudes. personality and the knowledge that the brand. middle earning families and low earning families according to the income level. Ace A-Level Those students who have completed their SLC with minimum 2nd division. Since the ads will be targeting on building the brand equity. Age There is vast number of students in Nepal who starts their higher secondary studies at the age of 16 and ends their master’s degree at the age of 40. - Income and affordability of a consumer is not a major issue as most of the competitors are charging at same price range as well. Positioning Statement The positioning statement for AIM has been “We Provide Quality Management Education”.

MBAe Program is focused for young working professionals who want to study and develop the career simultaneously and is offered in evening shift.Chapter Three : Marketing Mix The marketing mix of AIM is comprised of four major elements namely product. 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.        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. 9|Page . The various packages are listed below. MBA Program is targeted for the fresh Bachelor graduates which is a full time course. price. BBA and BBA-BI Programs are graduate programs for the students completing Inter level education. place and promotion. A-Level and AHS Programs are the Inter level programs for the students completing SLC or equivalent level of education.

The price is definitely not cheap compared in the industry. but then the price also stands for the quality. Promotions: Promotions will be done through print advertisements. there are other colleges providing similar packages at lower price. First includes the information regarding the admissions of the individual programs which would be released during the admission periods of the particular program. duration of the course and other factors. 10 | P a g e . 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. Place: All the programs are delivered at AIM premises at Sinamangal or New Baneshwor.Price: The various packages are delivered at different rates depending upon the level. concentrating for the development of strong brand equity. And hence price might not be appropriate factor to position the products. The report is focused on the latter one. The advertisements will be done in two different ways. Newspapers and magazines would be used for the purpose.

and reminding. 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. the creative strategy for AIM. While creativity is important to advertising’s basic mission of informing. The Role of Creativity Advertisers often select an agency specifically for its creative style and its reputation for coming up with original concepts. 11 | P a g e . to conceive a thing or idea that did not exist before. it is vital to achieving the boom factor. persuading. 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. creativity involves combining two or more previously unconnected objects or ideas into something new.  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.Chapter Four : Creative Strategies Creativity is to create means to originate. Typically.     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. though. Acknowledging the relative importance of a creative strategy.

programs offered. faculty.  Support: The ads will be promising quality management education and the college itself. contact address. staffs are dedicated to deliver the promise. Promise: The main promise of the AIM is delivery of quality management education and all the ads promise the same. headline "learn to manage…better" and a sub headline depending the image used in the ads 12 | P a g e .  Executional guidelines: All the ads for AIM would consists of a logo of Ace. owners.

The ads will be presented throughout the year. Since the advertisements will be done for the purpose of corporate branding other electronic media will not be used. 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. The ads will be published in newspaper every month in order to not allow people to forget about AIM.  Money: The total amount allocated for the advertisements is Rs.  Media: AIM will be promoted basically through Print advertisements print ads in newspapers and very few magazine ads. 13 | P a g e .  Methodology: The tactics for the ad will be continuous scheduling.1500000 for the year to publish ads on newspaper and magazines.Chapter Five : Media strategy.

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.Media Planning The media planning for programs includes two main elements namely audience objectives and message distribution objectives. of magazines sold. 810000 14 | P a g e . their parents and working professionals who desire to study. its reach. Each of the objectives is highlighted as follows: Audience objectives: The Audience of the advertisements are the students at different levels. 600000 has been allocated for a year for various brand development for around 12 ads at various time of the year. 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. target audience and Rs. Newspapers: Himalayan Times 3*15*750*24 = Rs.

All three sends the same message. better than any other college". the headline should be able to deliver the message.Chapter Six : Creative Executions For creative executions 3 ads have been developed. difference is just the scenario. 15 | P a g e . The message is short and clear "We provide Management education. Since the ads are targeted audiences are literate.

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