MARKETING PLAN

Team CubiX
College Name- Xavier Institute of
Management, Bhubaneswar
Referral Code- R5J3D3

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Strategies for product development and product marketing.

Challeng
es

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

As per the data gathered from an online website analysis tool, the following results were obtained.

The category rank as

an education website
is very low.

The rank of website in

India is also not very
promising thus
leading to low
visibility and low
popularity.

The bounce rate is very

high that is the
customers log out after
viewing a single page.

The average visit

duration for every
person is lower than the
time required to write a
review.

Total visits for the last

month dropped
drastically as compared
to the months of may
and June.

Traffic during the month of May and June is

higher as compared to other months,
indicating the fact that people visit the
website to get opinions as that is the time for
new admissions.

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

Major factors contributing to the traffic on the website.

This shows that referrals and social platforms play a very small part in bringing
traffic to the website.

Out of 81%
search criteria,
99.97 are
based on
organic
research with
keywords as
follows.

Facebook generates
94.8% of traffic out of
the 2.59% generated
socially.
Jobs and employment sector attracted most
audience while education was second on the
list.

Various Ad networks generating traffic from

display media.

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

ONLIN
Increase Google Rankings As the website generates
E

most of the incoming traffic from searches, therefore it is

essential to increase the visibility first in order to attract
people to provide the review of their respective organization.
This can be done using metadata and relevant alt tags.
Create contest giveaways While career360 launches
giveaways on timely basis, it would be beneficial to launch
schemes to provide customers with giveaways for every
published review they write and for every 5 published reviews
they get by referring. This way more reviews can be obtained
as people will get attracted to the deals provided.
Facebook and twitter competitions Career360 can
organize a monthly quiz on their social networking sites
asking relevant questions about an institute and top 50
participants gets a reward.

Introduce relevant Tips and photos

Photos and videos catch the attentions of
a user faster than any other medium and
this can be used to emphasize on the
significance of reviews from users can
help others make a wise decision moving
forward in their career. The visibility of
posts also increases when photos are used
on social media websites such as

Send timely mails to various users and institutes in order

to request for reviews from them.

Identify the best time to post on social

media and based on the infographic,
time the posts in such a way that the
visibility rate is maximum and more
number of people get aware of the
situation.

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

OFFLIN
E

College
ConnecT:
Pay a visit to top colleges and ask them to review their colleges. Launch
a competition among various MBA colleges.
The no. of college getting maximum review will be shortlisted and will be
sponsored by Career360 in one of the big events or fest. The best
reviews among colleges, 6 people will be shortlisted and they will be
called to write a write up on one of the segment in career360.
Ultimately one winner will get a chance to feature in Career 360
magazine and will be asked to write an article that will be featured in it.
Apart from it hell be getting a chance to subscribe the magazine (which
well try to tie up with like Economist, Business Standard etc.) for an
year 50% sponsored by career360.

Challeng
es

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

ONLINE
Goal

To increase the number of reviewers and promote the product.

- Identify the time when the websites stay busy, that is the time to engage with users and interact with them through various
Strateg mediums in order to generate awareness as to how 10 minutes of their time can help some other person make a knowledgeable
decision.
y

Target
Audience

Actions

Actions

Students currently studying in various institutes across India.

The visibility of the website has to be increased which can be done by detailed analysis of user movement over the internet. This
will be achieved using google rankings and photos to generate visibility and awareness among social networking sites. Frequency
of Giveaways from companys partner for writing a review to be increased
organize quizzing events on social platform to gather information about various institutes. Career360 will have to approach various
insitutes through mailers in order to take permission and then post in the relevant college groups asking people to take part in the
quiz to get rewards.

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

OFFLINE
Concentrate on MBA colleges as per the model as well be getting maximum entries from here.
Career 360 will be launching College ConnecT in 4 regions:
Western Region including colleges likes NMIMS, IIT-Bombay, SPJIMR, SIBM, SCHMRD, GIM
Central Region including colleges like IIM-Indore, IIM-Raipur
Southern Region including colleges likes IIM-B, Great Lakes, XIME Bangalore, TAPMI-Manipal, IIT Madras
Eastern Region: IIM-C, XLRI, XIMB, IIM-Shillong.
Well be choosing a college from each region where well be launching this program.
Example : XIMB for eastern region.
XIMB has 360 students in BM, 120 in HRM, 120 in RM making the count to 540. So Career360 will be getting a huge market share from here.
This program will be a fun-filled event comprising of various activities and students will be motivated to participate. The competition will be launched then and there only
and live conferencing will be done in respective eastern colleges. At that point only certain amount of reviews will be taken and the 25 best reviews of that region will be
getting goodies from career360.
It can be implemented within 6 months of its launch and chance of getting participation is quite high as the review takes just a minute and by giving a minute we are
getting chance to win many exciting prizes.

Objectiv
e

Market
Researc
h

Marketin
g
Strategy

Action
Plan

Challeng
es

The problem we may encounter are:

1)There may be an ego-clash while giving preference to a respective B-school over other.
2)In B-school this ideas seems feasible but in engineering colleges where the counts are
more and students are more comparing to B-schools. Here a separate strategy needs to be
formulated to make the plan more cost-effective.
3)The magazine preference of a student will be considered but still a student may not
participate just because he doesnt read the magazines. This will decrease the participation.
4) Server data of traffic might vary leading to irregularities.
5) Getting data from huge sample size of colleges is difficult.

THANK YOU