1

Submitted by:

Chandhoke, Jyotbir S.

Gupta, Sahib

Singh, Amandeep

Virk, Devinder S.

Vohra, Karan

Submitted to: Prof. George Peary

Date Submitted: November 22, 2012

Date Due: November 22, 2012

UFV CHANDIGARH

BUS - 223 Advertising Planning

Group G

Team Project

Topic – Advertising Planning for UFV Chandigarh

TABLE OF CONTENTS

S No. Topic Page

1. Acknowledgement 2

1. Introduction 3

2. Competitive Analysis

Primary Attractors

UFV’s Competitive Advantages

UFV’s SWOT Analysis

4-8

5

7

7

3. Market Segments and Target Segments

Market Penetration

9-10

10

4. Persuasive Strategy 11

5. Recommended Advertising Activities

Taglines

12-14

13

6. Budget 15

7. Evaluation 16

8. References 17

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ACKNOWLEDGEMENT

It gives us pleasure to express our most profound regard and sense of great

indebtedness and sincere gratitude to Mr. Gurneet S. Anand for his superb and painstaking

guidance, untiring help, keen interest and constant encouragement thought the period of

project.

We would also like to express our thanks to the faculty Members who helped us.

Especially library members, Computer lab staffs, without whose help the project could not be

completed.

We would like to express our sincere thanks to Mr. Karthik Saivhaiya and my

colleagues who helped us throughout the period of project.

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INTRODUCTION

The history of UFV’s advertising has been less but effective. The main source of promotion

for UFV has been, in most cases, word-of-mouth advertising. UFV is able to advertise itself

by organizing various public events like Terry Fox Run and Has Raj Hans charity concert.

However, the market is full of threats as well as daunting opportunities. The first and the

foremost focus should be targeting post-secondary schools, which represent the hub for future

UFVians.

The first challenge is to overcome the doubts in the mind of the parents and to create a sense

of acceptance. Also, the fear about studying abroad has to be dealt with. The opportunities

range from promoting the course to getting people to talk about it. UFV’s advertising

program should be based on a culmination on both advertising on and off campus. This will

promote the university and garner more support from the parent university in Canada.

UFV has a wide market to cover .The attraction of students towards Canadian colleges can be

one of the major strength for UFV. Another main strength would be its uniqueness because

the course is not offered by any other Indian university; it has the advantage of using new

advertising techniques like advertising in both local and national market. This is so because

the course has a wide scope. The challenges are also related to budget. The budget provided

to the university in Chandigarh is limited, thus, radio and television advertisements cannot be

considered as of now.

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COMPETITIVE ANALYSIS

Why did I choose to join University of Fraser valley, Chandigarh?

Reasons to earn a UFV Canadian BBA degree:

Students learn through an interactive model and practice each concept in real projects

and assignments, rather than just memorizing textbook information.

Heavy emphasis is placed upon developing employability skills like time

management, organization, teamwork, leadership, communication, presentation

ability, critical thinking, and strategic analysis.

Students are continuously evaluated on weekly assignments; minor and major projects

for industry; attendance and participation in the classroom; feedback from group

members, faculty and industry clients; and, mid-term and final examinations.

Professors possess real experience as leaders in their fields: they teach from personal

examples, and possess wide networks of business contacts to pass along to students.

An internationally recognized degree from Canada means you open doors to a career

or MBA studies anywhere in the world.

Small class sizes mean each student gets an extremely high level of personal attention.

UFV is ranked at the top of its category in Canada for having the most satisfied

students, highest quality of education, smallest class sizes, and best library.

After successful completion of at least one year in Chandigarh, students can apply to

complete their degrees at UFV in Canada.

Students develop impressive résumés, and are ready to launch their management

careers without any extra training, immediately upon graduation, giving them a huge

advantage over competitors in the job market.

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Students receive the identical degree and education for approximately 35 per cent of

what it would cost an international student in Canada.

What are the primary attractors?

1. Opportunity to transfer to Canada at a Grade Point Average of 2.67

2. Practical experience - Learn in the classroom, and then practice your skills with

projects for real businesses, starting from the first semester of the program.

3. Scholarships - UFV awards Rs. 2-lakh in annual scholarships to deserving students

as follows:

i. Outstanding Academic Achievement worth Rs. 1 lakh.

ii. Continued Academic Excellence worth Rs. 25,000 x 4 awards.

4. Easy accommodation - Students in UFV’s BBA degree in Chandigarh live either at

home, in the UFV sections of the SDCC hostel on campus, or in private PG

accommodations.

SD Hostel beds are assigned first-come, first-served, and supply is limited, so it is

important to discuss your accommodation plans immediately upon application to the

program.

5. Ongoing evaluation versus cramming for exams - Ongoing, project-based

evaluation versus exam-driven theory: an entirely new learning experience. Students

are evaluated on an ongoing basis, working in small groups on weekly assignments,

presentations, and minor and major projects, so that; a consistent and fair assessment

of their progress is possible.

Is price a consideration?

Price doesn’t really matters in today’s education world. Everyone wants quality education,

100 % commitment and reliability. As compared to other universities, they (Lovely

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professional university, Chitkara University, MIET, Amity University) have almost same

fee structure but UFV is offering a Canadian education itself in India. UFV offers this degree

program in India at approximately 35 per cent of what it would cost you to complete the

identical program as an international student at UFV in Canada.

Annual Fees Structure in India:

Program Fee (CDN $ 5000): Rs. 2, 75,000

Student Resource Fee: Rs. 12,000

Total: Rs. 2, 87,000

What are the other schools doing to attract students?

Business Schools near Chandigarh: Lovely Professional University, Chitkara University,

MIET, Amity University, Sikkim Manipal University, T.I.M.E, Indo Global Colleges.

1. Large number of advertisements through newspapers, radio, magazines etc during the

new academic year.

2. Workshops in different cities.

3. Offering 100% job opportunities / Careers / Placements.

4. Regular e-mails regarding their courses, learning’s etc.

How do competitor services compare?

Competitors (like Lovely professional university, Chitkara University) are offering residential

facility, transport facility, campus hospital, workshops, Bookshops & laboratories, sports

facilities, student centre, gymnasium, IT and computer services, Counseling and

psychological support, Banks, Banks Loan facility, University Management system etc.

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However, University of Fraser Valley also offers a range of services to students and

employees such as student ambassador program, student lounge area, writing centre, facility

of online learning, accommodation, scholarships, International research and education,

Library and learning commons, Career and employment fair opportunities, etc. But UFV

Chandigarh has taken its first step to provide students with services of student lounge, online

learning, ESL learning centre etc.

UFV Chandigarh’s competitive advantages

1. Most important advantage is that student can transfer to Canada after any year with a

GPA of 2.67.

2. Obtain a solid foundation in every aspect of business.

3. Learn in the classroom, and then practice your skills with projects for real businesses,

starting from the first semester of the program.

4. Focus your education and experience to suit your own interests and skills.

5. Delivered at a fraction of what it would cost to study abroad.

6. Teaching and learning from Canadian faculty.

UFV’s SWOT analysis

Strengths:

1. Student-centered.

2. Strong social values and a commitment to community.

3. UFV has created a model for a teaching university where teaching, research, and

scholarship work together.

4. Employee retention.

5. One union.

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6. Good labor relations.

7. Collaborative and democratic governance system

8. Online learning and educational technology.

Weaknesses:

1. Less funds

2. Students in India find difficulty in interacting with Canadian faculty as English as a

primary language.

3. Not a popular name among the area’s high schools students.

Opportunities:

1. Internships after every year.

2. Research assistantships for a project at the center.

3. Student work–study program.

4. Various events and activities held by the centre (cultural and social).

5. Student advisory committee.

6. Lecture series on topical matters.

Threats:

1. Any change in government rules and regulation of India.

2. The changing business environment in Canada. Whether or not a BBA degree would

hold importance or not 4 years hence.

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MARKET SEGMENTS AND TARGET MARKETS

UFV has an advantage of unique course which offers Canadian degree with an easy gateway

to settle in Canada. It does not only attract Indians but other international students who want

to achieve international degree with multination work experience. This course attracts

customers from various fields- demographically, geographically and psychographically. UFV

has several market segments and has more than one target market. The appeal to each target

will be different.

We think the first segmentation would be geographically and demographically. Since, In

India, Punjabis or people of Punjab have huge attraction towards Canada and to work in

Canada. So the market would be the state of Punjab and Punjabis wherever they are allocated.

The attraction towards Canada can fascinate parents and students about this course. Secondly

after segmenting the market they need to specifically target people who all are enrolled in

different occupations with different approach.

The other main market for UFV Chandigarh would be international students who want to

achieve international degree with work experience. The availability of huge numbers of

Punjabis/Indians in other countries can be a good market. They can have an advantage to

obtain an international degree in India with exploring and spending some years of their life

with their family roots to which they belong too. Not only this, the increasing demand of

international personals for controlling businesses internationally will create a demand for

institutions which provides multicultural education and experience.

In India, UFV needs to approach differently to the people as children are dependent on

parents and most of the future decisions of children are taken by parents. So, we need to

target parents and educate them about this course.

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Another main market for UFV is the present studying students at UFV Chandigarh Campus

itself. This market needs a special approach as these students are best examples and can be

the best persuasive way to attract students. As this market can create buzz in the market.

UFV can also approach through schools and educate students about this program.

Market Penetration

According to some statistics provided, each year approximately 20,000 students and rising

enter Canada for their education, directly in Canadian colleges. Out of which majority of

students take admission in the business courses.

Looking at above statistics, it shoes that the market penetration of students in UFV is very

little. This means that there is still a huge potential for UFV to attract students towards itself

and is a good sign of growth in future. It clearly shows us that, the probability of success of

advertising campaign is very high. We need to penetrate in this market and encourage these

students towards this university. The approach to different target markets will help us achieve

main goal.

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PERSUASIVE STRATEGY

The persuasive strategy of UFV Chandigarh has been for long based on the concept of

sending students from India and attracting them on the basis of this. The main highlight of the

program for long has been providing a full-fledged international BBA degree with the option

of getting a permanent residence permit in Canada. The University focuses its main strategy

on sending students abroad with cost-effective strategies. The persuasion is also based on the

students who are already a part of the University. Persuasion can also come from someone

who has already joined the University.

Students can be sent to various schools where the perspective students reside. Banners, flyers

and verbal persuasive strategies can be used by delivering short speeches and also presenting

the positive points about the university. Also, the events like the Terry Fox run and the annual

function could be good persuasive techniques where in the parents and students can be

convinced about the credibility of the course.

Persuasion is something that comes from an inspiration. So, representing the strengths of the

University shall be the best option available. The best platforms should be chosen for the

same and the ideal stage is when the University is being represented as a whole. Post-

secondary schools should be the main focus and the brand name UFV should be promoted.

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RECOMMENDED ADVERTISING ACTIVITIES

This area would include advertising activities and tactics like:

Promotion in Schools and Coaching Institutes – In India, 11th

and 12th

standard are

the deciding years of a student’s career. After 10th

standard, students in India choose

their area of specialization and interest categorized into 3 basic streams: Science,

Commerce and Humanities. So after choosing their stream, they prepare for

admissions in good colleges in 11th

and 12th

standard, by taking up different entrance

exams.

The biggest problem or drawback that UFV is facing is that students or parents are not

aware of this institution so, we have decided to reach as many schools and institutions

as possible to make the students aware about UFV and make our presence felt by the

expansion in university’s strength.

Promotion Booths – Because Word-of-mouth is the best possible way of advertising

so we have decided to run promotion booths at the festivals and seminars being held

at different colleges. Every year, in the month of September and October, colleges

organize college fests and youth festivals; in which students from different cities,

states and even different countries gather to participate, perform and compete in

dance, singing, and other co-curricular activities. This is the best opportunity when

students can be informed about UFV running this satellite campus in Chandigarh for

studies in Canadian courses in India.

Promotion at Related Events – Events like Terry Fox Run, Hans Raj Hans Sufi

Charity Event, Bhangra performance in front of Canadian Prime Minister, Stephen

Harper have grabbed many people’s attention towards UFV. So organising many such

events can stretch UFV’s approach to students and their parents in upcoming years.

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Promotion through Current Students – Current students can also promote UFV

Chandigarh in different cities. As a part of their course, this work adds up as an

experience to their business profile. Students can visit different schools present in and

outside the city and promote UFV’s education schemes. The students can be given

incentives for their work in promoting UFV Chandigarh.

As India is known as the country of hard earners, no student or worker is being given any

credit for his/her work up to his/her standards. Whereas Canada respects this hard work and

pays off the student or the worker with great credits. As soon as, we start targeting more and

more new students we can concentrate on their retention.

Taglines that we suggest are:

“In UFV, you enter as a student and exit as a brand”

“We strive for your priceless future”

Current Students, Graduates and their parents play a very important role in holding

university’s stake. A new student willing to take admission in UFV Chandigarh and

thereafter, transferring to Canada is always worried about the activities encountered here in

India and, especially, after transfer to Canada; so, Word-of-Mouth from the Current Students

and Graduates plays the most powerful and persuasive role in supporting the university’s

credibility.

In current scenario, the UFV Chandigarh has its own students as it is faculty members, so the

university holds an upper hand over other universities. Worthy graduates like Gurneet Singh

Anand, Aditya Akre and Jeevika Goyal execute their roles as UFV faculty members very

well in UFV Chandigarh.

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UFV Chandigarh’s profile can be raised by increasing its recognition in city and state’s

schools and college institutions. This can only be done with the help of vigorous marketing

and promoting activities. In our opinion, here the students shall be treated as UFV

Chandigarh’s Brand Ambassadors instead of being treated as UFV’s customers.

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BUDGET

Activities Quantity Estimated Cost

Printing Media

Banners (Rs. 25 per sq. feet

with iron frame including

labour charges)

150 Banners (8 sq. feet) Rs. 30,000

Flyers and Pamphlets (Good

Quality Coloured Paper Rs. 1.0

per unit)

10000 Rs. 10,000

Brochures (Rs. 8 per unit) 1500 Rs. 12,000

Newspaper Ad in Journal

and Career Edition (Rs. 70

per word including graphics)

90 words approx. Rs. 6,300

Magazine Ad (HT City

Brunch)

- Rs. 25,000

Survey and Application

forms (70 paise per unit)

2000 units Rs. 1,400

Digital Media

Video Designing (Rs. 1500 per

hour)

5 Hours Rs. 7,500

Script for Video (Rs. 2500 per

page)

3 Pages Rs. 7,500

Music Composing (Rs. 2000

per hour)

2 Hours Rs. 4,000

Social Media

Advertising on Facebook and

Twitter (Rs. 100 per second)

3 minutes Video Rs. 18,000

Total Approximate Budget Rs. 1,25,000 approx.

© 16

EVALUATION

The evaluation of the campaign is also very important. This can be done by the number of

students and parents who attend the road show of the University and visit the office. The

main aim would be to popularize the course and this can be evaluated by the customer

response. Also, what is the perspective of the people should be kept in mind. The ideas and

the assessment of UFV Canada should also be valued at all times. It is because that is the

parent organization and the promoting activities can only be successful with their support.

Teachers, professors and UFV employees can also be important sources of vital information.

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REFERENCES

1. UFV Canadian BBA degree at SD College, Chandigarh; Retrieved Nov 12, 2012

<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia.htm>

2. Services at UFV; Retrieved Nov 12, 2012 <http://www.ufv.ca/Services.htm>

3. Program Highlights; Retrieved Nov 12, 2012

<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights.htm>

4. Complete the whole degree in India, or finish your studies in Canada; Retrieved Nov

12, 2012

<http://www.ufv.ca/busadmin/Programs/Degrees/BBAIndia/Highlights/Complete_in_

India_or_in_Canada.htm>

5. About Us; Retrieved Nov 12, 2012 <http://www.minglebox.com/college/Lovely-

Professional-University-LPU-Phagwara>

6. Klamm, Dan; April 11, 2011; 5 Tips for Recruiting College Students via Social

Media; Retrieved Nov 12, 2012 <http://mashable.com/2011/04/11/recruiting-college-

students-social-media/>