Marketing Strategies, Presently Adopted By Professional Colleges On Its Students With Reference To Media And Consumer.
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1 Marketing Strategies, Presently Adopted By Professional Colleges On Its Students With Reference To Media And Consumer. Mr. NEEL RAI Dr. Rajeev Sijariya Research Scholar- Bhagwant University, Director- HRIST, Ghaziabad Ajmer Rajasthan, India Contact No: , Contact No.: , ABSTRACT: In today s scenario of competitive era, media is playing a very vital role in the consumer segment. Today all households, cooperate persons and every individuals are bombarded with different medias like advertisement, news, print media etc, in which mostly adds are contributed according to consumers taste and preference. Thus the purpose of this research is to provide a better understanding of how media help consumer. The researcher has studied the different forms of media, to know that how consumer create the positive image of a product, so as to create and built a brand image, loyalty, recognition through the media. Here the researcher has assumed the consumers as a student, and the marketers are the educational institutions, who are promoting their colleges through the media. The researcher used the observation method. Key Words: Marketing strategies, professional colleges, media, consumer Introduction: In today s scenario of competitive era, media is playing a very vital role in the consumer i.e. in students segment. Today all students are bombarded with different type of media like advertisement, news, print media etc.. This is due to create a positive impact of media in students, which help them to grove the product identity i.e. the professional institutions for the specific brand. Presently the college are adopting the extensive marketing strategies to influence the students so that the students and the parents can once visit there college and make up for the further admission or follow up. As in the resent years the college s promotion / brand promotion departments are working on different forms of primitive work outs like on media (print or communication media or any other sources) Need For Study: The major need for this study was to know what kind of strategies does the educational institutions adopts to position its brand in the market with the help of media so that they INCON X
2 fulfill the consumer (students) demand, by promoting their product with the promotional strategies. Objectives Of Study: 1. To know the promotional strategies adopted by the educational institutions via media. 2. To know how it is effective for the institutes to promote a particular brand of a product in the market in front of consumers. 3. To know other areas in media where institutions are grooming there self to promote their college so to have a positive brand image. Limitations: As media segment is the huge and wide spread segment, but the data which I collect, only covers some ads. So some part of research is no longer holds good. Research Flow: Presently the college are adopting the extensive marketing strategies to influence the students so that the students and the parents can once visit there college and make up for the further admission or follow up. As in the resent years the college s promotion / brand promotion departments are working on different forms of primitive work outs like on media (print or communication medias)- In print media the colleges are working more the strategies of Hoarding, Canopies, Wall rapes, Newspapers, Pam plates, Flyers and many more. In the Hoarding part, the colleges are taking those road areas which are publically visible i.e. either in prominent area of cities or some remote areas where they can fetch the maximum viewers as a students, it can be a railway station; bus stands, rush market areas; educational hub areas, also in religious hub etc. While visiting the big shopping malls or shopping complex, the colleges are placing the small canopies by putting their own hoardings or banners and keeping some kind of help desk or a shelter place or for sunny days free cold water supply. The main objective is to keep a relationship in the form of indirect promotion of their college so the general people know there name. Now they also began to place standees on the corners of the malls or some time on center of the floor where the people can have a more center of attractions. Not only the colleges are satisfied with hoarding work, in some very remote areas they use to place a wall rape on the housing walls as this kind of strategies are very low in price and also give the center of attraction to the localized who are dwelling in those remote areas. The print media is not only stopping at placing hoardings, canopies or standees. Now Newspaper media is playing the foremost a vital or a very authentic role in these eras of educational marketing. The colleges are making different kind of marketing strategies to promote the colleges if we look a few years back the college for make a small adds somewhere round the corner of the newspaper page, either in page 2 or 3. But now the size of INCON X
3 printing has changed along with the area space. As now the colleges are placing their adds on full front pages or second page which is been printed twice or thrice a week, or some time half of the page or quarter of the pages. The most prominent newspaper for the colleges is Times of India, Danik Jagran, Amar Ujjala, etc. In this colleges mention all their details including the college building, there courses, the scholarship schemes, how to contact and how to apply, prominent features of the colleges etc. About approx. 95% of the UP professional colleges works of newspaper media. Print media is not only ending at newspapers, there are also making Pam plates, flyers, posters presentation etc. With the help of Pam- plates, flyers the most of UPTU colleges are working on this concept by putting paper insertion by targeting the specific area locations and there paper insertion days are alternatively fix, maximum of the days are Tuesday, Wednesday and Sunday. Now come to the Communication media, over here the colleges are working on the Radio FMs like RED FM 93.5, 92.7 BIG FM many more whichever have the maximum listeners too, and also on the local channels which can be either on news or music s one. During working on the different marketing strategies by the professional college, budget is limited, and they want to get the maximum return in terms of less investment in the promotion work aids as some other colleges or universities can t really compete with the universities and colleges, some of the larger resources. Apart these colleges are also making different segmented strategies like they are making a color print outs on the gum sheets and placing them back on the Taxis, Auto-rickshaws, Buses of short and long run roots etc. Other areas are small calendars on tables or small standees or small posters in Mc Donald s, Pizza Huts, Dominos, Food coats etc. So that they not only attract the youths but also to the general ones too. Mostly the professional college s do always thinks that our students are our business, they are everything to us. If they don t graduate, or they think our college stinks, we have failed. Therefore, our marketing strategy is all about communication with our students. They ll give us feedback that will help us improve our college. If we do everything right, we can also cement our college in their minds. This way they ll spread the word about us, and be our best representatives for many years. It doesn t matter if the feedback is good or bad. We need it. The feedback helps us to improve, tweak, keep what s working and get rid of what isn t working. No matter how impressed our students are, it s easy for them to forget about our college once they graduate. It s easy for them to forget about our college while they re actually in school. If we stay at the forefront of our student s mind, then we ll have a much better chance for them to spread the word about our college. They might even return themselves if they need some extra credit. With the extensive growth in innovative technologies and social network sides, now the colleges are taking both the combined advantages in the form of Facebook, YouTube, INCON X
4 Twitter, blogging and podcasting are the tools of choice for Indian institutions of higher education. In the study, 100% of colleges and universities studied are using some form of social media. Facebook is the most common form of social networking being used with 98% of colleges and universities reporting having a Facebook page (up from 87% last year). Eighty-four percent have a school Twitter account (up from 59%) and 66% have a blog (up from 51%). Podcasting has risen from 22% to 41% in just one year. Admissions professionals are flocking to LinkedIn with 47% on the professional networking site, up from 16% last year. You Tube were included in the study for the first time and are being used by 86% respectively. The use of message boards and video blogging have remained at approximately the same level as last year (37% and 47% respectively). Blogging continues to be embraced by colleges and universities. While other sectors are reporting a leveling off of blogging (i.e., Fortune 500, Education Career Magazines,) higher ed adoption has grown significantly in the past year. Facebook, YouTube, Twitter, blogging and podcasting are the tools of choice for Indian institutions of higher education. All of them have realized double-digit increases in adoption in the past year. Video continues to be strong with 41% using it. YouTube made its first appearance in this new study and debuted at 86% using the relatively new tools. It is interesting to note that podcasting now highlights faculty, students, lecture series etc. to create the experience of being on their campus. Even relatively new tools such as the location based Foursquare are being utilized by 20% of the schools studied in an attempt to bring prospective students to the campus. If you look are your alma mater and other schools to see how they're doing social media, you'll find a variety of blogs from students and faculty, interactive maps with embedded video, easy links for Face book, and RSS feeds. Some even have interactive 'how to find your major' tools. Prospective students can now access all of the college's information and tools from their smart phones. The question for the college marketing team is: Are you thinking enough about how all this social media activity ties into recruitment and development activities, or are you just doing it because everybody else is? Social media is an essential piece of the inbound marketing process. Used effectively, it can be tracked and measured to determine ROI. It can increase student enrollment and college funding. The other era of marketing is Youth Marketing is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 12 to 34. More specifically, there is the Tween Marketing, targeting people in the 8 to 12 year-old range, Teen Marketing, targeting people age 13 to 19, College INCON X
5 Marketing, targeting college-age consumers, typically ages 18 to 23, Young Adult Marketing, targeting young professionals, typically ages 22 and above. The youth market is critical because of the demographics buying power and its members' influence on the spending of family members. In addition, teens and young adults often set trends that are adopted by other demographic groups. The youth market is viewed as a difficult group to connect with and sell to, based on the fragmented media landscape and young people's keen ability to identify and reject marketing messages that lack credibility. Nonetheless, many brands market to youth by offering relevant products and services while communicating a brand message in an appropriate voice and tone. Successful brands marketing to youth have a foundation in or association with key interests and drivers among youth: music, sports, fashion, video gaming and technology, among others. Findings And Suggestions:- By this study researchers finds that:- 1. It is very important to hold the pulse of a consumer. 2. Students (Consumers) are gaining more and more in sight information about the colleges. 3. To increase the brand and fame the professional institutes must have to satisfy the students, as these are the first promotional aid in the market. 4. Though work has been done in the above discussed topic, but still we have to increase the pace to cope up and to fill the reef between students in media. References:- 1. It all ads up: Industry grows 22% in Times of India, New Delhi, Friday, December 31, 2010 (times business)by Samidha Sharma P s Business and Marketing, Vol. 13 Issue 13 2 July- 18 July. 10. pages- 28, 29, Education in India INDA_CHALLENGES_OF_SOCIAL_EQUALITY 8. Kotler, Philip and Patrick E. Murphy (1981), "Strategic Planning for Higher Education," Journal of Higher Education, 52 (September-October), Litten, Larry H. (1980), "Marketing Higher Education," Journal of Higher Education, 51 (January-February), Lui, Sandra S. (1998). "Integrating Strategic Marketing on an Institutional Level." Journal of Marketing lor Higher Education, 8 (Issue 4) INCON X
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