Brief Postioning for MBAT

7/27/2019 Brief Postioning for MBAT

1/7


2/7

relatively small percentage of the total number of engineeringgraduates)

Note: The total no in Pune city is around 18,000 per year of whichthose with graduation in relevant disciplines will be around 5000.

ii. Such graduates would like to utilize the knowledge gainedduring the 4 year degree program rather than waste it

a. Therefore they seek employment in manufacturingorganizations

b. However these engineering graduates also recognize theneed for a master degree course which equips themwith:

1. An understanding of both Business andTechnology and application thereof (beyond basicengineering knowledge already acquired)

2. Thus enables them to rise faster in anorganization

3. In demographic terms the target customer will

be in age group 20-25 years, more like to bemales

c. The parents of the target group of students are also anextended target group as they pay the program fees

d. As regards manufacturing organizations (the programsindustrial target segment), it is necessary to target thetop and senior managers who take recruitment decisionssuch as:

i. Directors/CEOs of large, medium and smallcompanies

ii. Heads of manufacturing and human resourcedepartments as well as there

e. At what stage or stages in the decision making processis communication most likely to have critical effect?

i. For consumers, (students and parents)communication will need to address the entirespectrum of the buying process:

1. Creating awareness about MBAT, whichdoes not as yet exist

a. As a management course forEngineers only

b. And as a program that builds on theircore engineering competence and

supplements it with knowledge ofbusiness/commerce2. Create acceptance, that such an

educational program is a worthwhilealternative to other programs they areevaluating

3. Create preference (Make engineeringgraduates believe that it is worth exploring)

4. Drive search to ensure that targetconsumers visit the TMV website or campusand talks to admission councillors for MBAT

ii. In case of organizations, the managers too there

is a need to1. Create awareness


3/7

2. Create acceptance3. Create preference4. Involve some in the student selection

process for the first batch itself5. Create willingness to accept students of

MBAT as interns within the organization forpractical training

6. Also induce them to offer studentsscholarships

f. Considering the target and the point wherecommunication will have effect, to whom will thecommunication be addressed?

i. The communication will be addresses to theprimary target groups listed below:

1. Engineering graduates (mechanical,production or auto) particularly those whohave appeared for their final year exam in

April/May 2012 and have passed or awaitresults

2. Parents of above graduates3. Top/Senior managers in manufacturing

companies who have face difficulties ingetting well groomed frontline shop floormanagers

g. What is the target like as a person? What feelings,attitudes and beliefs does the target hold of our brand(outlet)?

i. The primary target group - students who willseek admission are young adults (predominantly

male) and are all recent graduates or thoseawaiting graduation results who find themselvesat a critical juncture in their lives.

ii. On one hand they sense that they are reachingthe point where their student days are nearingtheir end and they are poised to enter the world ofemployment. From being dependents they arebecoming truly independent adults and will be farfreer to take their own decisions in life and beresponsible for them.

iii. However at the same time there is also a sense of

trepidation at what this next phase in life holds forthem. They are both confident and hesitant thistransition which leads them to seek avenues topostpone the eventual entry into responsibleadulthood for some more relatively carefreestudent days before the inevitable change takesplace. There is also a feeling that it will be verydifficult to once again become a student if theytake the career plunge.

iv. The search for an extension of a carefree lifemakes them look for educational opportunitieswhich both


4/7

1. Immediately boost their employmentprospects by way of enhanced entry levelsalaries

2. Also Enhance their long term careerprospects

v. These young men and women are prepared tospend relatively large sums of money to acquireadditional qualifications which in their perceptionprovide distinctly superior career prospects andwill totally change their line if they feel itworthwhile

vi. They often take education loans for the purposevii. However their perceptions are strongly influenced

by their peer group.viii. Unfortunately the proportion of students who

have chosen engineering as discipline whichinterests them per se is low.

1. Even such students can be influenced bypeers to opt for non technical courses

2. However if offered a genuine prospect ofstaying within a discipline that adds valueto their current qualification they can bepersuaded

ix. The parents of the above student group will bein their late forties and fifties and will be just asanxious about the prospects of their wards in the

job marketx. Given high parental involvement in India such

parents will support their wards if they also

perceive a good opportunity for careeradvancement in MBAT

xi. The top/senior managers in manufacturingorganizations including SMEs are aware of theshortage of skills in young recruits. They need tobe persuaded that the program will help reducethe same as it will provide them with bettertrained entry level managers.

h. What is the target like as a person? What feelings,attitudes and beliefs does the target hold of our brand?

i. The target customer has unfortunately a negative

perception of TMV as a brand because of the caseagainst deemed universities which is pending inthe Supreme court

ii. The target group does not have any knowledge ofMBAT and there is a danger of it being seen as

just another MBAiii. The above opinion are likely to also held by

parents and company managers because of lackof information about the actual status/pronunciations of the court

i. What is the personal media network of the targetindividual?

i. The entire target group is literate and can bereached through the press. (Marathi as well as


5/7

English), both dailies and magazines. Local pressis important as there is little wastage. The same istrue of FM radio, though absence of visuals limitsthis medium.

ii. However the target number is very small(5000 students) therefore better routes willbe:

1. Use of events and direct mail which willenable focussed communication and directcontact

2. Co-branding or promotions with relevantpartners if any can be found.

iii. It is necessary to prepare marketing collaterals(brochures, leaflets/pamphlets, canopies etc. Forfacilitating direct contact)

j. It may be possible to contact Parents (fee payers)through the same media.

k. One to one contact, supplemented by mailers (includingelectronic) is also needed for the managers in targetcompanies

iii. Actiona. What action do we want the target consumer to take as

a direct result of exposure to communication?i. The target students should opt for TMVs MBAT

program paying full fees for year-1, takingeducation loans if necessary.

ii. Parents of such student should pay the feesiii. Manufacturing company managers should

1. Agree to interview candidates for MBAT

2. Provide short and long duration internshipopportunities

3. Recruit successful MBAT students onprogram completion

b. What action will that replace?i. Students instead of enrolling for an MBA at any

institution including TMV itself, should choose toenrol in the MBAT program

ii. Parents should accept pay the fees rather thanask their wards to enrol for other programs

iii. Managers should not be passive about this

program and instead should support it actively

iv. Reward and Supporta. What competitive advantages or equities does the brand

have that are or will be valued by the target?i. MBAT expects to provide the following to the

those who enrol:1. A well planned education program which

builds on already acquired engineeringskills. Unlike other MBA programs thosewith non-engineering degrees are just noteligible to join. Therefore MBAT program

does not waste learnt skills. The engineer


6/7


7/7

The window of opportunity to communicate with thestudent target group is small from mid June to end July2012.

i. During this period the new engineeringgrads/grads to be as well as those who havegraduated earlier but feel they need to furtherboost their qualifications look for educationalopportunities

ii. This is also the time when the industry isinducting inexperienced engineering grads andfinds them insufficiently prepared for work andhas to spend time and money on training.

Therefore they are more likely to respond toappeals for supporting MBAT

b. Which vehicles on the targets personal media networkreach the target at times, places and circumstanceswhen the target is ready to hear about the specific

reward and support described in 4b & 4c.i. It is necessary to try and reach the grads at their

meeting places, which could be their collegecampuses, our campus, or at hangout joints

ii. Managers will need to be contacted at their workplaces

c. Considering the competitive media mix and our brandsrelative size are there particular media which should beincluded or excluded?

i. It is necessary to include personal contactprograms as interactive sessions with the targetgroup are likely to be the most productive.

ii. ATL media should be avoided due to very lowproportion of target audience in any such vehicle,except for an announcement advertisement

vii. Key insightWhat is the one key insight on which to focus the campaign?MBAT is completely new program created solely to boostengineers career opportunities by making them multi skilledand employment ready in their own chosen field.

viii. Brand positioning platformsa. Platform 1: Leverage you engineering degree with MBAT

to realize your career dreamb. Platform 2: Build a managerial career with engineeringas the foundation through MBAT

c. Platform 3: Managerial careers for engineers throughMBAT

Brief Postioning for MBAT

Documents

Transcript of Brief Postioning for MBAT