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CHAPTER 1

EXECUTIVE SUMMARY

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INTRODUCTION OF THE PROJECT:

“A Study on online & offline marketing strategies for management institute with
special reference to ISMR B-School”. Here looking towards today’s marketing
scenario most of the institutes, corporate company or any service industry focus on
both online & offline marketing strategies. It must be emphasized importantly is to
combine both online marketing and offline marketing advertising together in your
marketing campaign for optimum success. Looking towards my project as working
in an educational institute there are some aspects which I have mentioned where the
institutes are looking for achieving their goals while using online & offline
marketing strategies. The offline marketing strategies involve: - direct mail, print
advertising, hoardings, banners, any kind of outdoor media, cold calling, printing
prospects and sending to the students, newspaper adds, group discussion, personal
interview, telephonic interview. The online marketing strategies involve: - official
websites, link exchange, link purchase, lead purchase, social bookmarking, Skype
interview and social media.

PROJECT TITLE:

“STUDY OF ONLINE AND OFFLINE MARKETING STRATEGIES FOR


MANAGEMENT INSTITUTE WITH SPECIAL REFERNCE TO ISMR B-SCHOOL”

DURATION OF PROJECT:

14 MAY 2018 – 14 JULY 2018 (2 MONTHS)

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RATIONAL BEHIND THE STUDY:

I have chosen this project because service industry is going in a boom at present
looking at today’s current market scenario they are making their growth at a higher
cost weather it may be any kind of service industry. I have thus chosen this project
to study the marketing strategy which are using to make their name a reputed or
brand in the market and causing a higher growth to any kind of management
institute in Pune and it is developing in a boom so to know or study the online &
offline marketing strategies of a developing institute I have chosen this field and
project.

Name of Company:
SRI VIGNESHWAR EDUCATION SOCIETY’S

(INTERNATIONAL SCHOOL OF MANAGEMENT AND RESEACH)

Location: Wadki, Pune

Regional Office: M.G. Road, Pune.

Website: www.ismrpune.edu.in

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HOW DID I CARRY OUT THIS PROJECT?

1. A research was done by Tele-calling to the students from different areas with
the data given to call for the purpose of admission.
2. Tele-calling was done in different areas according to the responses we were
getting from different zones.
3. Using Skype and telephonic mode of interviews to shortlist the students for
GD&PI.
4. Inviting the students for the GD&PI in their own particular areas.
5. Conducting the GD&PI in those particular areas.
6. Giving admission to the selected candidates.
7. Using social media & educational activities to keep the student updated.
8. Sending college documents via mail.
9. Using WhatsApp to keep them updated regarding college activities and solving
grievances of both students and parents.
10.Taking feedback from the students through online channels.

Also, activities were conducted like conducting workshop in different graduation


colleges, participating in the education fare, making tie-ups with the education
consultants.

RESULT (OUTPUT) IN SHORT CONCLUSION:


This is to compare the influence of online and offline media usage as a source of
information for the choice of college. Further, the study also tries to explore within the
category of social media the range and frequency preference of various options
available in the Indian Social Media market, both in terms of popularity and usage. It is
understood that both popularity and usage can serve as key indicators in understanding
the factors affecting college students during the decision-making process of the most
significant area of the life.

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CHAPTER 2

OBJECTIVE AND SCOPE OF THE PROJECT

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OBJECTIVE AND SCOPE OF THE PROJECT
The Objective was to gain knowledge on how both online & offline strategies are used
by the management institutes.

It is majorly divided into two parts: -

 Primarily Objectives
 Secondary objectives

PRIMARY OBJECTIVES: -
The primary objective was to know about the Organizational Strategies from
marketing point of view by using online & offline methods and to upgrade the
strategies as per the requirement.

SECONDARY OBJECTIVES: -
The secondary objective was to see that how ISMR B-SCHOOL can improve the
strategies it already follows and what all new can be adopted so that better
marketing strategies can help the institute.

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CHAPTER 3

INSTITUTE PROFILE

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Management Institute
Aspire, Acquire, Achieve

Name: - INTERNATIONAL SCHOOL OF MANAGEMENT


AND RESEACH (ISMR)

Location: - PUNE, MAHARASHTRA

Founded: - 2007

Employees: - 45-50 employees

Website: - www.ismrpune.edu.in

Contacts: - admission@ismrpune.edu.in, 7030680680

Knowledge Partner: - AKADEMIA

Service: - Educational Institute

Affiliation: - MBA (Pune University) & PGDM (AICTE)

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Shri Vighneshwara Education Society

It is an Indian rooted cluster committed to innovative growth. ISMR team speaks the
new language of success in the field of management education, leadership &
entrepreneurship. It is anchored by an extraordinary force of dedicated and eminent
leadership belonging to various sectors of corporate and the academia. Being an
emerging leader in management education, ISMR continues to search for opportunities
to expand in the various landscapes to empower the youth.

Founded as an educational institute, ISMR introduced an exemplar mentoring and


tutoring system about a decade ago. It created new waves in the educational field with
its radical & ground-breaking methodologies and became an intellectual destination
drawing inspired students. Today, ISMR represents a constellation of academicians,
mentors, trainers, corporate partners, alumni and the young students, becoming a centre
of excellence.

Shri Vighneshwara Education Society has invested in the incubation of several start up
enterprises and is now progressing rapidly on an ambitious growth and expansion plan
pan India. The organization encompasses of an enthusiastic team of business and
financial experts. It has a robust network to build a dynamic environment to nurture
and fuel the growth of nascent enterprises. Today, ISMR aspires to establish ventures
in various domains such as IT, Financial Services, Home Decor, Hospitality,
Restaurants, Music Industry, Education Industry, FMCG, Engineering etc.

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ORGANIZATIONAL STRUCTURE

Shri Jaikishan Bhutada


(Founder President)

Dr. Nilesh Bhutada (PhD, MBA, M.Com) Chetan Bhutada (CA, MBA, M.Com)
(Secretary) (Treasurer)

Dr. Manju Punia Chopra (PhD (Finance) Dr. Shivanand Sanmath


(MPhil, UGC-NET, MBA, MTP) (PhD, MMS, LLB, GCD, DCA)
(Director Corporate Relation) (Director of Academics)

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JAIKISAN B. BHUTADA
FOUNDER PRESIDENT
BABIR SAMBHAJI LOKHANDE
VICE PRESIDENT

Dr. NILESH BHUTADA


SECRETARY
CA CHETAN BHUTADA
TREASURER

Dr. MANJU PUNIA CHOPRA


Dr. SHIVANAND SANMATH
DIRECTOR CORPORATE
DIRECTOR ACADEMICS
RELATIONS
MAJOR GENERAL AMAR KRISHNA
(RETD)
STRATERGIC ADVISOR

PROF. SHEENAM GOGIA


PLACEMENT COORDINATOR

Dr. PRATIMA SANADHYA


ACADEMICS COORDINATOR

PROF. ARUL FARNANDIS

PROF. VANDANA SHRAF

VIMLA BHATT
SHEETAL PATIL
DURYODHAN ROHANE
PRATIBHA BAGADE
NIWAS THOSAT
AMAR C. WAGHMARE

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MISSION STATEMENT: -

“To Be a World-Class Business School, Achieving Excellence in Management


Education and Research through Continuous Competency Building.”

VISION STATEMENT: -

To Provide Managerial Talent with Risk Taking Ability, Passion for Learning, Creative
Thinking and Values in Rapidly Evolving Economic and Social Global Environment.

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ACADEMICS INFORMATION OF ISMR COLLEGE

“International School of Management and Research” has been incepted as a


sterling school to adopt and impart all the needs of the corporate world, to its students
pursuing our two years full time post graduate management programme.
The institute encompasses a wide span of specialization areas, including Marketing,
Human Resources, Finance, Operations, Informational Technology, and International
Business. Highly accomplished professors and corporate professionals support each
specialized area of our management programmes.
The curriculum for the Post Graduate Management Programme is designed to impart
knowledge, develop specialized skills and foster essential attitudes for the students to
grow as competent and responsible managers.
Campus life in ISMR is about hard work and toil through late hours in the night.
International school of management and research (ISMR) is committed the quality
assurance and enhancement. The content of all its programmes on study are developed
to ensure excellence and are comparable to anywhere in the world.
The Director of Corporate Relation is in-charge of all the academics programme of the
institute.
The institute has divided the academics year into two semesters.

First Year
First semester begins in July and second in December.
Second Year
Third semester begins in July and fourth in December.

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COURSES OFFERED BY ISMR COLLEGE

ISMR College offers variety of different management courses. It also provides courses
with dual specialization.

The detail of the courses offered by ISMR College is given below.

PGDM (AICTE)

MBA (PUNE UNIVERSITY)

PGDM (POST GRADUATE DIPLOMA IN MANAGEMENT)


(AICTE)
OBJECTIVES:
PGDM (post graduate diploma in management) is a 2-year full-time AICTE approved
course and comprise of 4 semesters of 6 months duration each. The course is intended
to be stimulating, challenging and comprehensive but with due flexibility to
accommodate field study, market survey, live project, seminars, inter/intra college
competition and outdoor activities. First two semesters cover fundamentals of
management and second year covers specialist subject of management viz. Marketing,
Finance, and human resource.

ELIGIBILITY:
Graduates of any faculty from any statutory University with minimum 50% aggregate
and (45% marks for students belonging to SC, ST/DT, NT, OBC, SBC and PH shall be
eligible for admission to the PGDM course.

SELECTION PROCESS:
Based on the performance on your Aptitude Test or valid CAT/ MAT/ XAT/ ATMA
SNAP/MH-CET/ CMAT/ AMMI score, followed by GD/PI for short listed candidates.

INTAKE: 120 Seats


DURATION: 2 Years

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MBA (MASTERS DEGREE IN BUSINESS ADMINISTRATION)

(PUNE UNIVERSITY)

OBJECTIVE:

The basic objectives of an M.B.A course are-


To provide the country a steady stream of competent young men and women with
necessary knowledge, skills, values, and attitudes to occupy positions of management
and administration in business, industry, public system and the government.

To impart the students latest and relevant knowledge from the field of management
theory and practice.

To provide opportunities to the students for developing necessary managerial skills.

To impart/ develop the right kind of values and attitude to function effectively in
managerial/ administrative positions.

ELIGIBILITY
Students possessing following qualification are eligible for admission to MBA course.

A Bachelor’s Degree / Master Degree in any faculty from any statutory University with
minimum 50% aggregate and (45% marks for students belonging to SC, ST/DT, NT,
OBC, SBC for Maharashtra State only)

Candidates are required to appear for MH-CET exam or Association of Management


MBA/ MMS institution (AMMI).

SELECTION PROCESS:
Based on the performance on your Aptitude Test or valid MH-CET/ AMMI
score, followed by GD/PI for short listed candidates.

INTAKE: 60 seats

DURATION: 2 Years

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COURSE FEES- STRUCTURE
The fee of ISMR College is very reasonable as compared to the other colleges in Pune
area. Pune is known as the Oxford of the East and so many people come from different
regions to study in Pune, as a result the fees in the other colleges are very high. But
ISMR follow different pattern. Its main purpose is to educate the students with
reasonable fees.

So, the fees structure for MBA and PGDM is as follow:

COURSE FEES

MBA 4,90,000 (2 YEARS)

PGDM 6,50,000 (2 YEARS)

HOSTEL & MESS FEES (PER ANNUM)

PARTICULAR AMOUNT

HOSTEL 55,000

MESS 40,000

NOTE:

 The institute tries to facilitate Bank loan for needy students by giving necessary
documents, but arrangement of loan has to be done by students only.
 The institute also provide scholarship if students qualifies following criteria
 Student of Defense Personnel (Wards)
 Students of Defense Personnel (on Sabbatical)
 Graduation percentile
 National level sports background

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LIST OF THE COMPETITORS

INSTITUTE APPROVED BY PGDM (AICTE)


PUNE UNIVERSITY

SAI BALAJI YES YES

INDIRA YES YES

RIIM YES YES

MILE NO YES

PIBM YES YES

BRANCH: -
BRANCH: -
The institute is located at Sr no 907, Gaidhara kanifnath college, Chaitanya lodge,
Wadki, Pune- 411028.

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AWARDS AND RECOGNITION: -

ISMR ranks 28th in Beyond IIM’s Top 100 B-School


Survey

Received an excellence in student’s placements


award from education worldwide India, on 15th
April, 2018, New Delhi

Approved by AICTE, Ministry of HRD, Government


of India

Director of Technical Education, Maharashtra

Savitribai Phule University of Pune

Education Loan Facility – Tie up with SBI

ALL INDIA SURVEY ON HIGHER EDUCATION

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SWOT ANALYSIS
SWOT ANALYSIS of ISMR in the current scenario where other biggies are providing
the education as well as they are in the market since a long time & have a good brand
name.

NEW INSTITUTE-
QUALITY WILL TAKE TIME
EDUCATION TO ESTABLISH
PLACEMENT STRENGTH WEAKNESS NAME.
INDUSTRY
ORIENTED

OPPORTUNITY THREATS
CAN GENERATE COMPETING
GOOD WITH OTHER BIG
REPUTATION BY BRANDS LIKE SAI
DELIEVERING THE BALAJI,RIIM,
PROMISED INDIRA, MILE
THINGS.

 Though the ISMR is a new institute comparatively to other but by giving good
placements, by providing good mix of faculties & infrastructure it is aiming to
become one of the top institutes in the industry.
 But at the same time the brand name & goodwill other institutes are having
ISMR needs to find a way of its own.

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CHAPTER 4

THEORITICAL BACKGROUND

WHAT IS OFFLINE MARKETING?

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Offline marketing strategies utilize offline media channels to create awareness of a
company's products and services. These campaigns can include radio and print
advertising – including billboards, signs and pamphlets – telemarketing, and television
ads.

APPLICATION THAT I USED IN THIS PROJECT:

TARGET MARKET:

 Graduation students
 Coaching centers
 Education consultants
 Entrance exam centers

MARKETING STRATEGIES:

 Print advertising.
 Hoardings and Banners.
 Cold calling.
 Printing & distributing of pamphlets.
 Printing envelope & sending to the students.
 Printing prospectus and sending to the students.

MARKETING PLANNING:

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 To meet the students who are in the final year of graduation.
 Tie- ups with the coaching centers.
 Tie- ups with the education consultants.
 Distributing pamphlets to the students at the entrance exam centers.

WHAT IS ONLINE MARKETING?

“Online marketing is the art and science of selling products and services over digital
network, such as the internet and cellular phone networks”

 The art of online marketing involves finding the right online marketing mix
strategies that appeals to your “target market” and will actually translate into
sale.
 The science of online marketing is the research and analysis that goes into both
choosing the online marketing strategies to use and measuring the success of
those online marketing strategies.

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TYPES OF ONLINE MARKETING STRATEGIES

 Ecommerce
 Online Advertising
 Search Engine Marketing
 Email Marketing
 Social Media Marketing

ONLINE MARKETING IS DONE FOR

 Easy access
 Highest reach
 Delivers the message clearly
 Confirms the authenticity
 Connects the target prospects emotionally
 Motivates

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WHY ONLINE MARKETING IS IMPORTANT

 Online branding: - online branding is a brand management technique that uses


the World Wide Web as a medium for positioning a brand in the marketplace.
Branding in the digital age is increasingly important with the advancements of the
internet.

 Meet changing demands: - television, radio, and print still have their place in
the marketing industry, but the modern technology taking place of offline
marketing tools day by day and many people access to the web. By beginning an
internet marketing campaign, business can keep up with changing technology.

 Consumer preference: - online purchases have been increasing sharply over


the last several years.

 Cost efficiency: - internet marketing is one of the most cost-effective methods


of advertising.

 Increase website traffic: - Web traffic is the amount of data sent and received
by visitors to a website.

 Always available to consumer: - by using internet marketing techniques,


business can give consumer a 24-hours outlet for finding the service they want and
they need.

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ONLINE MARKETING STRATEGIES USED BY
INTERNATIONAL SCHOOL OF MANAGEMENT AND
RESEARCH (ISMR)

 Official website: - www.ismrpune.edu.in


 Q&A section
 Pop ups
 Quick query

 Tie-up with education portal: -


 www.shiksha.com
 www.unipro.com
 www.htcampus.com
 www.pagalguy.com
 Social bookmarking: - ismrpune.edu.in
 Emailing: - sending mail top students who have appeared for any of the
entrance exam.
 Google search engine: - Tie up with Google for quick search quick details
about ISMR.
 Just dial: - to mail ISMR details who enquire about it with address contact
details.
 Google earth: - updated address of ISMR campus with location and directions.

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HOW ONLINE MARKETING HELPS COLLEGES AS WELL AS STUDENTS

 Easy to find all the details about the institute on official website as well as on
google.
 Quick query: - ISMR website have an option for students if they have any doubt
or they want to ask any query they can just fill their details and their question.
 ISMR mail back them and also student get call from institute.
 Students from any part of the world can check the details in just one click.
 ISMR website have all the information and option for the students.
 Download application form
 AICTE approval letter.
 Bank tie-up letter for educational loan
 Fees structure
 Scholarship criteria
 Facilities to be given
 Placement details
 Online form submission
 Online fees transfer
 Online marketing created awareness but at the same time we also have to take
care of all the copyrights.

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CHAPTER 5

LITERATURE REVIEW

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History: -
The education industry has not remained beyond the boundaries of undertaking
marketing activities. The major concern of colleges and universities has been
maintaining the enrolment ratio year by year. It becomes important for educational
institutions to understand how prospective students choose a college or university for
higher studies. Chapman observed a decline in the number of college applications and
enrolments thereafter. Colleges are devising better marketing strategies considering the
falling number of student admission and increasing number of institutions. Chapman
presented a model representing what influences or affects the incoming students’
choice of college for further education. The model aimed to help decision-makers of
the college admissions to consider the influencing factors. Literature in
admissions/enrollments in education is not a new development.

In a book on higher education, Penn (1999) discussed issues and trends in management
of enrollment among higher education institutions, using data of 30 years. The report
covers such aspects as access, accountability, finance, political and government
support, regulatory environment, public perception, etc. The author carried out a survey
on the administrators of public universities. An attempt on evaluating admission
management program was made and ethical implication issues were discussed. For
consumers, media plays an important role in choosing service providers, including
educational service providers. It is beyond doubt that the Internet, particularly social
media, has changed the way people used to make choices about buying and using
various goods and services. This applies to deciding about further education as well.
There is a generational change about the way of choosing college or university for
higher education using various sources of information. Social media is playing an
important role here, which is understood by education institutions as well.

A report (Barnes, 2009) commissioned by the National Association for College


Admission Counseling mentions that colleges and universities have started using social
media not only in the classroom, but also for their admission strategies. It was found
that more than 50 percent of admission departments used social media of one type or
the other for recruitments/admissions. Moreover, roughly 20 percent used social media
for screening of applications. The report found that colleges, however, were using
social media unevenly. In another article titled “How social media can and should
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impact higher education” Blankenship (2010) discusses Rheingold’s five
interconnected literacies of social media. These are Attention, Participation,
Collaboration, Network awareness, and Critical consumption. The author states that
Rheingold’s suggestion is that one must have training to become ‘social media literate’
because we are not born with the knowledge of using social media effectively.
Blankenship concludes that one cannot escape using social media in education
nowadays. Whether in a classroom or otherwise, one needs to be aware about making
choices of using social media in higher education. Service providers are shifting their
eyes from number of hits their website is receiving to number of likes their Facebook
page is getting. In the context of website(s) of college/university, it needs to be checked
whether institutions’ website or social media is relied upon for information collection.

Poock (2001) noted that colleges and universities are using the World Wide Web
(WWW) more and more for admitting students, though use of the website by the
students is not known. The author addressed issues, such as, engaging nature of
website, browsing, and submission likelihood. The study was conducted among
students about how they perceive websites of colleges and universities. Advising
admission managers, the study concluded that the growth of research on the impact of
Internet has not accelerated. The present research on this is more inclined towards
commercial organizations rather than educational institutions. It was also concluded
that colleges/universities can use technology better on marketing and on enrolment
efforts. Along with online media, such as, websites and WWW, social media,
particularly mobile-based media, also plays a role in information dissemination. The
changing peer influence in social media communication was examined when compared
to tradition sender-receiver communication model in the context of choice of a
university made by the students (Timothy, 2010). The influence of sources of
information on students’ choice of university for further education is tested out in this
research. The influence of friends/family members, campus visit, etc. was compared
with other media.

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Choices Making and Influential Factors in Education Sector.

Padlee, Kamaruddin, and Baharun (2010) examined international students’ selection


criteria for higher education. The study was carried out on 565 international students in
Malaysia, asking questions on 48 factors for selection of private institution. The study
found six factors strongly influencing decision-making among students, namely,
quality of learning environment, influencers, customer focus, cost, facilities,
socialization, and location. The study suggested that managers should develop
marketing strategies using these factors to attract foreign students for enrolment.

Litten (1982) noted that approach and process of college selection is neither simple nor
similar for different individuals. Depending upon varying needs of the students,
different types of information can be reached to students via different media. The
author observed that parents have larger influence on students’ college selection
process compared to factors such as gender or race. College administrators can take up
cost-benefit analysis to compare admission strategies.

Internet privacy issues also affect users’ decision of searching for a service provider
online. Ng (2012) mentioned that the Internet has already become a consumer medium
for online users and simultaneously raised concerns about access to users’ information.

An empirical study using a survey-based approach was conducted across various


colleges, universities and schools in India. Data of 100 student respondents, evenly
distributed in three broad categories, namely, presently enrolled undergraduate
students, postgraduate students, and XII grade students seeking college admissions,
were collected. A 10-point response option checklist prepared on the basis of the
literature review of presently practiced offline and online marketing techniques was
used on respondents in the age group between 17 and 20 years.

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Respondents’ Profile

It was observed that there were an almost equal number of male and female
respondents. The number of the respondents with commerce in their HSC (Higher
Secondary Certificate) was the largest, followed by the number of respondents with
science. The highest number of respondents was from Gujarat and a very small number
of respondents were from abroad. Majority of the respondents’ father’s occupation was
business and mother’s occupation were homemaker. The median average monthly
family income of the respondents was found to be ` 4,42,714. Respondents explored,
on average, four other universities/ colleges before choosing this institution and had
appeared in an average of three entrance exams other than that of their chosen
institution.

The Analysis Intended to Capture the Views of Respondents on Following


Parameters

Role and influence of various personal and non-personal source of information


amongst college youth in decision-making process.
Comparison of the impact of online and offline source of information in
college/university selection process.
Frequency distribution and ranking of various types of social media, within the
category of various types of social media.

Findings and Discussion

The findings evidently reveal the emerging role of online marketing techniques. The
role of existing offline marketing techniques used by Indian colleges and universities
was found to be significant in the process of decision-making in the choice for
college/university admission. The role and dependability of the source of offline versus
online information varied significantly across factors like program fees,
college/university background, faculty, and career support.

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The Dataset was divided into Two Subsets

Subset of those who came to know about college/university via online and
offline sources both.
A comparison was made between the two subsets/groups to understand the
profile of both the groups, to know the perception of both the groups towards
choosing a university or college for higher education, and to check what role
social media plays, if at all, in influencing students’ choice of college or
university for further studies.

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CHAPTER 6

RESEARCH METHODOLOGY

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WHAT IS RESEARCH?
Research is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue. -John W. Creswell

Research is a careful and detailed study into a specific problem, concern, or issue using
the scientific method. It is a scientific and systematic search for information on a
particular topic or issue. It is also known as the art of scientific investigation. Research
includes any gathering of data, information, and facts for the advancement of
knowledge. A research method is a systematic plan for conducting research. It consists
of three steps: pose a question, collect data to answer the question, and present an
answer to the question.

RESEARCH DESIGNE AND TYPES:

1. TYPE OF RESEARCH:

a. Descriptive Research:
It is well structured. It can be taken in certain circumstances. When the
researcher is interested in knowing the characteristics of certain group such
as age, gender, occupation etc. Descriptive research has been used in this
project as there was requirement to categorize my sample size according to
age, gender, occupation, business type, size of business, market value of
businesses and target customer. The website was categorized into 16 parts
and 291 sub-categories, for e.g., Automobile, Personal Care and Apparel,
Food & beverages, daily needs, health & care, etc. are the categories of the
businesses which were registered on the website.

b. Exploratory Research:
The exploratory research is conducted to explore the research questions and
may or may not offer a final conclusion to the research conducted. It is
conducted to handle new problem areas which haven’t been explored
before. Exploratory research lays the foundation for more conclusive
research and data collection.

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c. Explanatory Research:
Explanatory research or causal research, is conducted to understand the
impact of certain changes in existing standard procedures. Conducting
experiments is the most popular form of casual research.

RESEARCH AND ACTIVITIES DONE BY ISMR FOR THE


ADMISSION PROCESS

ISMR College carried out various activities during its admission procedure out of
which some proved effective and some could not prove that effective.
The list of activities carried out by the college is as follow:

1. GD-PI SESSIONS
2. ADVERTISEMENTS
3. CONSULTANTS
4. TELEPHONIC INTERVIEWS
5. PAMPHLETS
6. WALK-INS

TELECALLING

 This was one of the most important method used by ISMR.


 We used different types of data such as CAT, MAT, AIMA, XAT, etc.
 With the help of the data we use to call the students in different states and brief
them about our college.
 In this when we got the data we segregated the data in different parameters such
as:
o Seeing the past 3 years response from where the large number of
students has taken admission in our college we use to target only those
states.
o We filtered the data based on their percentages in their respective
entrance exams. We generally tapped the students whose percentiles
were in between 50-80.

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o After the tele-calling is done we use to call the interested students for
the GD-PI session in their states only and in the leading cities.
o It was the first step to interact with the students and here we got a very
good response.

ANALYSIS/ FINDINGS

 During the tele-calling activity, I discovered that students from management


background, engineering background and commerce background were
interested from those of other background.
 Candidates sometimes doubted the authenticity of the calls thinking it to be
misleading calls.
 It takes a lot of time and devotion, one need to be patient and should not irritate
the prospects.
 The calls had to be made keeping in the mind the limit and the message were
kept precise.
 After making each call if the follow up calls were not made then the whole
efforts would go in vain.
 The other party should be given the opportunity to ask questions or clarify
doubts.
 Tele calling is a very important promotional activity and helps a lot in making
people aware of a particular product.

GD-PI SESSIONS

 ISMR has organised GD (Group Discussions) and PI (Personal Interview)


round in 21 different cities.
 The main intention of these rounds was to bring students from different states
under one roof.
 After interacting with the students through tele-calling we used to conduct the
GD-PI sessions in the leading cities.
 We use to conduct free GD-PI session but for that we use to first take their
registration on phone.
 Here, we got a mixed response.

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CONSULTANTS

 Wherever we went for the GD-PI sessions in different states, there we were
looking for some consultants who can bring some admissions for our college.
 And we were successful in contacting some of the consultants. This was one of
the positive aspects because by this they can also earn as well as college will
also get more students.

TELEPHONIC INTERVIEWS

 This was the most important activity of all the activities.


 The main aim for the telephonic interview was to trace those students who
cannot make up for the GD-PI session due to some reasons.
 Through this we also covered many cities where we could not go for the GD-PI
sessions and we got the positive from it.
 After completing the GD-PI session in a particular state we use to conduct the
telephonic interview.
 Interviews were taken through telephones.

PAMPHLETS

 We distributed pamphlets through different sources such as in the newspaper,


through hand etc.
 We also dispatched in through letters, couriered them in different states to
students.
 It is a silent mode of communication.
 It is cost effective.

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WALK-INS

 There were students who directly came to visit our campus with their parents
seeing these advertisements such as on internet, in newspaper on television,
through pamphlets Tele-calling, wom (word of mouth) etc.
 So, we handled them very efficiently so that they can be converted because they
were the most interested students and most likely to take admission in our
college.
 We use to counsel them with proper measures.

DIFFERENT SAMPLING TECHNIQUES AND THE SELECTION


OF PROPER ONE FOR THE PROJECT:

There are three types of sampling:

 Random sampling
 Systematic sampling
 Stratified sampling

I have used the Stratified sampling techniques because I have to work upon different
random data.

Stratified sampling is the process of dividing members of the population into


homogeneous subgroups before sampling. The strata should be mutually exclusive:
every element in the population must be assigned to only one stratum. The strata
should also be collectively exhaustive: no population element can be excluded.

Sample size: - 100

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CHAPTER 7

DATA ANALYSIS

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1. Which of the following course or degree you are pursuing now?

Sr. Male Female Total


Courses
No. n % n % n %
1 B.B.A 12 17.14 6 20 18 18
2 B.COM 27 38.57 12 40 41 41
3 B.A 6 8.57 3 10 9 9
4 OTHERS 25 35.71 9 30 34 34

COURSE
30

25

20

15

10

0
B.B.A B.COM B.A OTHERS

Male Female

INTERPRETATION: -
The result shows that most of the B.COM and Others (Technical Background)
students look forward for management institutes as an option for their post graduate
degree.

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2. Students of which stream prefer joining the post-graduation?

Sr. Male Female Total


Streams
No. N % n % n %
1 Commerce 28 40 12 40 40 40
2 Science 22 31.43 10 33.33 32 32
3 Arts 20 28.57 8 26.67 28 28

STREAMS
30

25

20

15

10

0
Commerce Science Arts

Male Female

INTERPRETATION: -
The target market of the management institute should be more on the Commerce
and Engineering Colleges as among both male and female percentage of Commerce
and Engineering students are relatively higher than that of Arts students.

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3. Where did you get the information regarding the management
institute?

Sr. Media Source of Male FEMALE TOTAL


no Type Information n % n % n %
1 OFFLINE Parents & Friends 10 14.29 5 16.67 15 15.00
Seminars and
2 23 32.86 9 30.00 32 32.00
workshops
3 Consultants 20 28.57 10 33.33 30 30.00
Social media &
4 ONLINE 17 24.29 6 20.00 23 23.00
Websites

Source of Information
25

20

15

10

0
Parents & Friends Seminars and Consultants Social Media/
Workshops Websites

Male Female

INTERPRETATION: -
The results revealed more offline influence over online across the options of various
sources of information like Parents & Friends, Seminars & Workshops, Consultants
and Social Media/Websites. Offline sources of information such as Seminars &
Workshops was ranked the highest.
The result showed that 32 percent of the respondents came to know about their chosen
university and college from their Seminars & Workshops, followed by Consultants (30
percent). Respondents who ranked information about college through social
media/websites (23 percent) and Parents & Friends (15 percent) were relatively very
less in number.
Similar patterns of source of information were observed across both male and female
respondents. Among female students Consultants recommendation was mostly
preferred 33.33 percent versus 28.57 percent of male students. Social media usage was
found relatively higher in male respondents as compared to female respondents (24.29
percent versus 20.00 percent)

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4. Are Online activities by Management Institutes an effective marketing effort?
Sr. No. Particulars RESPONSES PERCENTAGE
1 Strongly Agree 47 47.00
2 Agree 23 23.00
3 Neutral 14 14.00
4 Disagree 10 10.00
5 Strongly Disagree 6 6.00

RESPONSES
50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly Disagree

RESPONSES PERCENTAGE

INTERPRETATION: -
As per the result most of the respondent agreed that online marketing strategy is the
most effective marketing technique over the traditional marketing technique.

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5. Which online services are used more for collecting the
information?

Sr. Services MALE FEMALE TOTAL


No. Used n % n % n %
1 WhatsApp 17 24.29 10 33.33 27 27.00
2 YouTube 12 17.14 4 13.33 16 16.00
3 Facebook 15 21.43 6 20.00 21 21.00
4 Google+ 10 14.29 4 13.33 14 14.00
5 LinkedIn 16 22.86 6 20.00 22 22.00

SERVICE USED
18
16
14
12
10
8
6
4
2
0
whatsapp YouTube Facebook Google+ LinkedIn

MALE FEMALE

INTERPRETATION: -
There was high awareness of online services, and the student usage was found to be
highest on WhatsApp (27.00 percent) followed by Facebook & LinkedIn (21.00
percent) and YouTube (16.00 percent). Nearly 50 percent of the respondents indicated
using only three services namely WhatsApp, LinkedIn & Facebook. Across this
category of respondents, very less usage of YouTube and Google+ was observed.
Women users are found to be significantly high on WhatsApp (33.33 percent as
compared to male user’s 24.29 percent). YouTube usage was also found to be lesser in
female respondents (13.33 percent versus 17.14 percent).

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6. Which sources are used more for internet access?

Sr. Access of Male Female Total


No. Internet n % n % n %
1 Home 25 35.71 5 16.67 30 42.86

2 Hostel 20 28.57 7 23.33 27 38.57

3 College 17 24.29 8 26.67 25 35.71

4 Cyber café 8 11.43 10 33.33 18 25.71

SOURCES
30

25

20

15

10

0
Home Hostel College Cyber café

Male Female

INTERPRETATION: -
Majority of the respondents accessed the Internet from their home followed by access
of internet through Hostel & College. However, accessing internet through cybercafé
was more preferred by females as above comparison.

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7. Online advertising is a reliable medium of information.

Sr.
Particulars Responses Percentage
No.
1 Strongly Agree 22 22.00
2 Agree 44 44.00
3 Neutral 17 17.00
4 Disagree 13 13.00
5 Strongly Dis-Agree 3 3.00

RESPONSES
50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly Dis-Agree

Responses Percentage

INTERPRETATION: -

As shown in the above graph a good number of respondents agree to the reliability
of information available Online.

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8. Whether brand name attracts students while selecting the
management Institute?

Particulars No. of Percentage


Respondents
Yes 65 65.00
No 35 35.00

No. of Respondents
70

60

50

40

30

20

10

0
Yes No

No. of Respondents

INTERPRETATION: -
Majority of respondent are attracted by brand name while selecting the management
institutes.

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9. Which source attracts the students towards the brands?

SR.NO SOURCES RESPONSES PERCENTAGE


1 Print Ads 17 17%
2 Educational Portal 15 15%
3 In-store Promotion 12 12%
4 Outdoor media 26 26%
5 Online Media 30 30%

SOURCES
35
30
25
20
15
10
5
0
Print Ads Television In-store Outdoor media Online Media
Commercials Promotion
1 2 3 4 5

RESPONSES

INTERPRETATION: -

As Online Media is the most accessible medium and a wide number of people can
use at the same time. According to the survey Online Media is the mode which
attracts students towards the brand.

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10.Most Common devices used for Internet access for collecting
information of various institutes?

Sr. Male Female Total


Devices
No. n % n % n %
1 Cell Phone 35 50.00 14 46.67 49 49.00
2 Laptop 17 24.29 10 33.33 27 27.00
3 Desktop 6 8.57 2 6.67 8 8.00
4 Tablet 12 17.14 4 13.33 16 16.00

DEVICES
40
35
30
25
20
15
10
5
0
Cell Phone Laptop Desktop Tablet

Male Female

INTERPRETATION
The device that most of respondents used to access the Internet was cell phones,
followed by laptops. Desktop were the least preferred device among the respondents to
use the Internet. Among both male and female respondents Desktop was the least used
devices for accessing the internet.

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11.Response of respondents from offline marketing activities.

Sr. Percentage
Source Responses
No.
1 CONSULTANT 30 30.00
2 NEWSPAPER ADS 14 14.00
3 ADMISSION 10 10.00
4 PAMPHLETS 30 30.00
5 OTHERS 16 16.00

SOURCES
35

30

25

20

15

10

0
CONSULTANT NEWSPAPER ADS ADMISSION PAMPHLETS OTHERS

Percentage

INTERPRETATION
The responses from consultants & pamphlets was more effective (30.00 percentage) as
this source are used repeatedly and gives an effective result to many management
institutes. And the responses from newspaper Ads (14.00 percentage) and admission
letter (10.00 percentage) is less as compare to other sources.

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12. Are Consultants valuable Assets for Management Institutes in
Admission activities?

Sr. No. Particulars RESPONSES PERCENTAGE


1 Strongly Agree 52 52%
2 Agree 21 21%
3 Neutral 13 13%
4 Disagree 6 6%
5 Strongly Dis-Agree 8 8%

RESPONSES
60
50
40
30
20
10
0
Strongly Agree Agree Neutral Disagree Strongly Dis-Agree
1 2 3 4 5

RESPONSES

INTERPRETATION: -

Maximum students are in favor that Consultants are an assets for the institutes.
They play an important role in admission activities of Management Institutes.

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13.Region wise advertisement through offline marketing (Telecalling)

ZONES NO. OF CALLS PERCENTAGE


EAST ZONE 1200 48.00

WEST ZONE 600 24.00

NORTH ZONE 500 20.00

SOUTH ZONE 200 08.00

TELECALLING ANALYSIS
60%

50%

40%

30%

20%

10%

0%
EAST ZONE WEST ZONE NORTH ZONE SOUTH ZONE

TELECALLING ANALYSIS

INTERPRETATION: -
Analyzing the above data, we can see that higher number of responses got from the
East Zone (48 percentage) because many students of East zone wants to come out of
there cities for the higher and good education and in search of good college who gives
good placement after their Degree.
And the lowest responses from the south zone (8 percentage) because they prefer to
study in their native place or in nearby cities like Bangalore, Chennai, and Hyderabad.

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14.Regions concentrated for mock GD/PI for undergraduate as a part
of marketing strategy.

ZONES RESPONSES PERCENTAGE


EAST 300 46.15%
WEST 200 30.77%
NORTH 100 15.38%
SOUTH 50 07.69%

GD/PI
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
EAST WEST NORTH SOUTH

PERCENTAGE

INTERPRETATION: -
There were many responses from different part of the country that is form of different
zones.
 46% responses from east zone.
 30.77% responses from west zone.
 15.38% positive responses from North zone.
 7.69% responses from south zone.
It is concluded that the positive responses from East Zone is high because the students
of these zones prefer to come out of there states for their higher education

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15.In which region the marketing strategy was more effective/fruitful?

ZONES RESPONSES PERCENTAGE


EAST 45 45.00%
WEST 25 25.00%
NORTH 20 20.00%
SOUTH 10 10.00%

ZONE
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
EAST WEST NORTH SOUTH

PERCENTAGE

INTERPRETATION: -
There were many responses from different part of the country that is form of different
zones.
 45% responses from east zone.
 25% responses from west zone.
 20% positive responses from North zone.
 10% responses from south zone.

It is concluded that responses out of both offline and online marketing strategies were
fruitful from East Zone as compare to other zones.

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CHAPTER 8

FINDINGS

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FINDINGS
 Most of the B.COM and Others (Technical Background) students look forward
for management institutes as an option for their post graduate degree.
 The target market of the management institute should be more on the
Commerce and Engineering.
 Responses from offline marketing was more fruitful then that of online
marketing.
 Online marketing strategy is the most effective marketing technique over the
traditional marketing technique
 WhatsApp and LinkedIn are the most preferable source of collecting the
information.
 To collect the information regarding management institutes students, prefer less
to access the internet from cybercafé as compare from homes.
 Online is a Reliable source of Information.
 Students mostly go by the Brand name.
 Online Media is the mode which attracts students towards the brand.
 Cell phone was the most common device used for collecting the information.
 The best responses were through distribution of Pamphlets and Consulting
Firms.
 Consultants play an important role in admission activities of Management
Institutes.
 East zone was found to be highest respondent zone by applying both online and
offline marketing strategies.

FINDINGS ABOUT COLLEGE

 ISMR is among the reputed business school in Pune.


 ISMR always try to serve best to their students
 Location of college is in outskirts of Pune, which is far from city.
 ISMR has got a good data for those prospective students.
 Industry oriented faculties.
 Providing 100% placement.

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CHAPTER 9

LIMITATION

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Limitations

 Report does not look into all the aspects of organization.


 The perception bias or attitude of the respondent also acted as a hurdle to the
study
 Most of time students because of confusion, did not respond well.
 Time period was also bit of problem.

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CHAPTER 10

CONCLUSION

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Conclusion
The study focuses on the impact of online and offline marketing strategies and analyses
how it helps the management institutes to create awareness about the education they
provide. It is understood that both popularity and usage can serve as key indicators in
understanding the factors affecting college students during the decision-making process
of the most significant area of the life.

The role of peer influence is highest among this age group while making decisions. The
reasons for this can be further investigated. The clear impact of social media cannot be
denied when it comes to the time devoted by this generation, yet it was surprising to
discover that the role of the former is relative poor as compared to direct feedback and
fact-based information.

The study clearly confirms that in the choice-making process for selection of
university, students give the highest weightage to personal communication.
Simultaneously, the results are explicitly positive for social media in the category of
non-personal marketing communication.

After the study we came across various parameter where we need to update ourselves.
These activities helped in preparing us our strategies and gave us an idea of the
response we will get there. Accordingly, we prepared ourselves & went on to create a
healthy impact on the students. We also learned a lesson where to invest the resources,
when to invest, what else we need to incorporate, what we need to leave etc. Biggest
learning was to use the time because this is the most critical factor that can affect the
outcome in big way.

There were many activities which were done in the cities where the Seminars,
Workshops, Group Discussion & Personal Interview of the students carried out as a
part of the research work to boost the attention of the students in advance so that they
will be having a curiosity & will turn up for the same.

Offline Marketing is the easy way to understand and connect to students and let them
know about the curriculum we provide. The confusions and doubts can be cleared on
the spot, also students get to know the atmosphere they would get after joining the
institutes.

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CHAPTER 11

RECOMMENDATIONS

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Recommendation

 The branding of ISMR in various cities was done largely by print media i.e.
Newspaper, Magazine, and by Tele-calling, Hoardings, Banner and
broadcasting modes should have been incorporated.
 Manpower should be increased so that the distribution of workload can be done
effectively.
 Visits in nearby cities should have been done in different phases. i.e. Nagpur,
Bhopal, Patna are near to each other so the visit of these two cities must be mad
in different phases so that if some students are not able to attend the GD-PI on
the given date in one city can re-appear on another date by covering the
distance between the two cities.
 College should concentrate more on online portals for contacting students as it
is a broad platform.
 More use of internet marketing should be done.
 Advertising through social media should increase to increase the base of
students.
 More collaboration with education portals.

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CHAPTER 12

BIBLIOGRAPHY

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BIBLIOGRAPHY

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Web links:-
 www.ismrpune.edu.in
 www.google.co.in
 Academia.co.in
 https://www.techwyse.com/blog/internet-marketing/integrating-online-and-
offline-marketing/

Books:-
 C. R. Kothari, Research Methodology
 W. Chan Kim, Renée Mauborgne Blue Ocean Theory
 Philip Kotler, Marketing Management

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CHAPTER 13

ANNEXURE

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QUESTIONNAIRE

Name ________________________
 Gender _________ Age _____
 Address __________________________________________________
 Contact No. _____________ E-mail-Id ________________________

1. Which of the following course or degree you are pursuing now?


a) Bachelor’s of Business Administration (B.B.A)
b) Bachelor’s of Commerce (B.COM)
c) Bachelor’s of Arts (B.A)
d) Others

2. Students of which stream prefer joining the post graduation courses?


a) Science
b) Commerce
c) Arts

3. Where did you get the information regarding management institute?


a) Friends and relatives
b) Seminar and workshops
c) Alumni
d) Consultants
e) Social media/Website

4. Are Online activities by Management Institutes an effective marketing effort?


a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

5. Which online services are used more for collecting the information?
a) WhatsApp
b) YouTube
c) Facebook
d) Google +
e) LinkedIn

6. Which sources are used more for internet access?


a) Home
b) Hostel
c) College
d) Cyber Café

STUDY ON ONLINE AND OFFLINE MARKETING STRATERGIES 68 | P a g e


7. Online advertising is a reliable source of information.
a) Strongly Agree
b) Agree
c) Neutral
d) Dis-agree
e) Strongly dis-agree

8. Whether brand name attracts students while selecting the Management Institutes?
a) Yes
b) No

9. Which source attracts the students towards the brands?


a) Print Ads
b) Education Portals
c) In-store Promotion
d) Outdoor media
e) Online Media

10. Most Common devices used for Internet access for collecting information of
various institutes?
a) Cell Phone
b) Laptop
c) Desktop
d) Tablet

11. Response of respondents from offline marketing activities.


a) Consultant
b) Newspaper
c) Admission Letters
d) Pamphlets
e) Others

12. Are Consultants valuable Assets for Management Institutes in Admission


activities?
a) Strongly Agree
b) Agree
c) Neutral
d) Dis-Agree
e) Strongly Dis-Agree

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13. Region wise advertisement through offline marketing (Tele calling)
a) East zone
b) West Zone
c) North Zone
d) South Zone

14. Regions concentrated for mock GD/PI for undergraduate as a part of marketing
strategy.
a) East Zone
b) West Zone
c) North Zone
d) South Zone

15. In which region the marketing strategy was more effective/fruitful?


a) East Zone
b) West Zone
c) North Zone
d) South Zone

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Respondents sheet (Tell-calling)

CANDIDATE NAME REMARKS


Tapasvi Dubey
Lata Dewangan
Priya Sunil Karekar
Pranali Fulzele
Ankita Sharma
Gaurav Shivhare
Rohit Narwara
Sai Koti Polukonda
Arghya Dey
Rajesh K.
Jyoti Chaudhary
Shradha M Phutane
Ms.Anindita Acharjee
Vijay Chakravorty
Utkarsh Kr. Chandrakar
Utsav Sharma
Prakash A Tiwari
Akhil Gupta
Somojita Das
Munmun Banerjee
Surbhi Bajpai
Devyani Trivedi
Garima Srivastava
Suchita Dash
Pragati Chouhan
Digvijay Singh Rathore
Vidyarthi Nahak
Rohit Suresh Shelar
Sankalp Agrawal
Narendra Kr Chandrakar
Manoranjan Patra
Omkar S Kakade
Bhavana Pungalia
Vishal Hooda
Mohammad Ali Memon

STUDY ON ONLINE AND OFFLINE MARKETING STRATERGIES 71 | P a g e