international marketing strategy
DESCRIPTION
Marketing Strategy for Student Recruitment in CIS nations, especially Kazakhstan. By Nitin TickuTRANSCRIPT
Market Background: Central Market Background: Central AsiaAsia
KazakhstanKazakhstan Biggest market for British Biggest market for British
Universities. Strong UG Universities. Strong UG marketmarket
Canada: No. 1 destination Canada: No. 1 destination for Bolashak (scholarship) for Bolashak (scholarship) studentsstudents
UK Visas easiest to obtain UK Visas easiest to obtain (in theory), in comparison (in theory), in comparison to Canada and Australia. to Canada and Australia.
KZ is similar to Russia, in KZ is similar to Russia, in terms of Education terms of Education System.System.
Country / Country / RegionRegion
Number Number of of StudentsStudents
RussiaRussia 1000 +1000 +
USAUSA 10001000
CanadaCanada 500500
ChinaChina 300300
Eastern Eastern EuropeEurope
300 300
050
100150200250300350400450500
KZ AZ UZ KG
Business
Social Studies
Engineering
Computer
Law
Central Asia: Students by Subjects
Central Asia Recruitment: 2006-Central Asia Recruitment: 2006-0808
0
200
400
600
800
1000
1200
1400
2006 2007 2008
Kazakhstan
Azerbaijan
Uzbekistan
Kyrgyzstan
Tajikistan
Turkmenistan
The Way Forward - The Way Forward - AgentsAgents
Develop Exclusive Agent NetworkDevelop Exclusive Agent Network
Comprehensive Agent Training, Motivation and Comprehensive Agent Training, Motivation and
SupportSupport
Joint Advertising Budgets, with Channel Joint Advertising Budgets, with Channel
PartnersPartners
Recruitment Specific BonusesRecruitment Specific Bonuses
Annual Recruitment Targets and Constant Annual Recruitment Targets and Constant
Follow Up.Follow Up.
The Way Forward – The Way Forward – Feeder LinksFeeder Links
Develop Feeder Links / Strategic Partnership with Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities in India, for 2+2 Schools, Colleges / Universities in India, for 2+2 and Post Graduate exchange programme. and Post Graduate exchange programme.
Greater emphasis on collaborative partnership.Greater emphasis on collaborative partnership.
Presentations:Presentations: Engage the Audience, and focus Engage the Audience, and focus on two way communication.on two way communication.
The Way Forward – The Way Forward – Education FairsEducation Fairs
British Council and Local Education FairsBritish Council and Local Education Fairs
Use Academic Staff to for provide marketing edge Use Academic Staff to for provide marketing edge to the campaign.to the campaign.
Seminar / Gathering with students and parents.Seminar / Gathering with students and parents.
The Way Forward – The Way Forward – MARCOMMARCOM
Advertising CampaignAdvertising Campaign
Direct MarketingDirect Marketing / Presentations/ Annual School / Presentations/ Annual School
Colleges / Universities Fests : Colleges / Universities Fests : Brand Awareness Campaign . Brand Awareness Campaign .
Business and Art & Design Colleges in Delhi.Business and Art & Design Colleges in Delhi. Business, Law & Biotechnology Colleges in West IndiaBusiness, Law & Biotechnology Colleges in West India Science-Related Colleges in Chennai.Science-Related Colleges in Chennai. Pharmacy, IT and Engineering Colleges in Hyderabad and BangalorePharmacy, IT and Engineering Colleges in Hyderabad and Bangalore
E-Marketing Strategies: E-Marketing Strategies: Creativity and Active Creativity and Active Communication.Communication.
AgentsAgents
Way Forward Challenges
Dedicated Agent NetworkAgent Identification
Comprehensive Agent Training, Motivation and Support
Time Management
Additional Advertising Budgets
Recruitment Specific Bonuses
Higher Commissions
Increases our RPS (Recruitment Per Students) & Budget. Challenge from other competing universities, willing to pay up-to 20% Commission.
Recruitment Targets and Constant Follow Up.
Agent agreeing to targets and constant persuasion.
Feeder LinksFeeder Links
Way Forward Challenges
•Develop Feeder Links / Strategic Partnership with Schools, Colleges / Universities for 2+2 and Post Graduate Programme.
•Not great for instant recruitment. •Identify Prospective Partners
•Collaboration Feasibility
•Ensuring partnership with a reputed University.
Education FairsEducation Fairs
Way Forward Challenges
Education Fairs: Good promotion tool, quite expensive with lots of participating institutions. Not great for instant recruitment
Use Academic Staff to provide marketing edge to our campaign.
Availability of Time, Motivation, and also increase the budget.
Hold Seminar / Gathering with students and parents, to answer any questions they might be having.
Event Organisation , Logistics and Expenses.
Market AwarenessMarket Awareness
Way Forward ChallengesAdvertising Campaign Very Expensive. Getting the best
rates and deals.
Direct Marketing / Presentations-School & Colleges
Identify institutions, needs ground work, co-ordination, follow up and making it interactive.
College / University Annual Fair Sponsorship
Not a very common strategy, and requires additional budget.
E-Marketing Focus on active communication, strong web presence and creativity.
P.R Campaign(Showcasing what we have to offer)
Expensive, additional expenditure.
MARKETING STRATEGIES
Internal Marketing
RelationshipMarketing
Career Services
MarketPositioning
Education Fairs
Agent NetworkExpansion
Direct, P.R &E Marketing
Database Marketing
Student Recruitment
FeederLinks
Auxiliary Services
Schools, Colleges, Universities
External Marketing
Students, Alumni’s Reference Teachers
Parents
Presentation By: Nitin [email protected]