Stage 1

Industry Overview

India now has more than one-fourth of the world's business schools (about 4,000 out of
15,000 globally).Several of these business schools offer multiple post-graduate management
programmes. As a result, India has at least 5,000 such programmes. Given that formal
management education in India began only 65 years ago (when XLRI Jamshedpur was
established in 1949 as India's first business school - 130 years after the world's first business
school, ESCP Europe, was founded in Paris in 1819), this is rapid growth. This translates to
approximately 62 B-schools being opened each year since then, or more than five B-schools
being opened each month in India, a very high figure given the growth of other streams of
higher education,

Challenges of the B School industry

 However, the story of management education's growth in India is not so rosy; it is fraught
with complexities and uncertainties. Policy shifts in higher education, a lack of planning,
and a focus on "education as a business" have resulted in the proliferation of many low-
quality business schools, particularly in the last ten years. This unplanned, unchecked
growth has backfired, as several have closed their doors and many more are expected to
do so due to a lack of students.
 The BT-MDRA study discovered that, except for the top B-schools, the number of
applications and final admissions has decreased - this trend is so pronounced at the lower
rung institutions (with some receiving as few as 10 applications!) that many more
colleges may close down soon. In contrast, the number of applications and actual
admissions to top colleges has increased. These top institutes have also improved in terms
of placements, while the bottom ones have seen the worst. As a result, the top colleges are
becoming more powerful by better understanding the needs of MBA education and taking
appropriate steps to meet those needs. This is reflected in recent global rankings, where
top Indian institutes have made inroads.

 The Advertising Standards Council of India receives complaints on a regular basis about
B-schools making false claims in their unsubstantiated advertisements. A recent Delhi
High Court ruling, for example, barred an institute from offering MBA degrees. Then
there are single institutions that offer a variety of management education programmes,
 some affiliated with a distant university and awarding MBA degrees, some AICTE-
approved diplomas, and other non-affiliated and non-approved programmes.
 B school is confronted with the 'quantity versus quality' dilemma. Management
programme standards vary greatly between institutions. This is especially acute in lower-
level schools that lack well-trained faculty and necessary infrastructure. Large recruiters
want to hire the best talent, so they prefer top-tier institutions like the older IIMs and ISB.
As a result, the current system creates a "dual citizenry" of business managers, which
leads to dissatisfaction.
 Borders are fading, and competition is heating up: the Covid-19 pandemic has accelerated
the pace of educational digitalization. Geographic boundaries are no longer relevant
because most programmes are now virtual. Students can take virtual courses offered by
universities around the world. Many prestigious foreign universities have already opened
satellite offices in India. Several others have partnered with Indian universities to offer
joint degree programmes. This competition is likely to intensify, requiring Indian
educational institutions to rapidly improve and evolve their programme design and
delivery.
 Specialized programmes that are more industry-oriented: Recruiters will increasingly
demand better alignment between business school curriculum and job requirements.
Super-specialized management skills will become increasingly important! As a result, the
number of industry-specific specialised programmes will grow, for example, in insurance
and mutual funds, healthcare management, business analytics, and so on. New
programmes and courses will emerge, particularly at the intersections of traditional
management functions (such as behavioural finance and marketing analytics) and industry
sectors (namely, fintech, edge computing-based retail management, cloud-based logistics
management). As a result, business schools would need to prepare to meet these industry
demands.
 Technovate - Improve or perish: Business schools will be compelled to use technology in
novel ways. Adapting to virtual modes of programme delivery, re-skilling faculty and
staff for the digital medium, and employing modern pedagogical tools such as computer
simulations, big data analytics, virtual reality, and flipped classrooms will all require
proactive implementation. Both recruiters and students will put increasing pressure on
business schools to shape up or ship out! This will be felt at all levels. Top-tier schools
will be required to compare themselves to the best international business schools.
 Whereas many middle and lower-tier b-schools will be forced to improve the quality of
their infrastructure, content, faculty pool, and student and recruiter engagements.
 International accreditation: Today's business school graduates are global citizens seeking
employment opportunities all over the world. Their acceptance improves if their degree-
granting institution is accredited internationally. As a result, we anticipate that Indian
business schools will increasingly strive for international accreditation such as AACSB,
Equis, and EMBA. This will boost not only their global recognition but also the quality of
their placements. This will be enhanced if Indian regulatory bodies allow for novel
experiments and innovations in management education, such as international alliances,
the freedom to launch joint degrees with foreign b-schools, and modular choice for
selecting courses from multiple streams/locations/institutions.

Market size and prospective growth

India has the world's largest population between the ages of 5 and 24, with approximately
500 million people, providing a significant growth opportunity for the education sector. The
education sector in India is expected to be worth US$ 117 billion in FY20 and US$ 225
billion by FY25. India has the most school-age children of any country, with over 250
million. In FY20, the number of colleges in India reached 42,343. The number of universities
in India was 981 as of May 17, 2021. As of February 2022, there are 8,997 AICTE-approved
institutes in India from 2021-22. There were 3,627 undergraduates, 4,790 postgraduate, and
3,994 diploma institutes among the 8,997 institutes. In 2019-20, India had 38.5 million
students enrolled in higher education, with 19.6 million male students and 18.9 million
female students. which will be beneficial to the B-school industry. The Gross Enrolment
Ratio (GER) in Indian higher education was 27.1 per cent in the fiscal year 2020. According
to UNESCO's 'State of Education Report for India 2021,' the Pupil Teacher Ratio (PTR) at
senior secondary schools is 47:1, compared to the overall school system's PTR of 26:1. The
Indian technology market is expected to grow to $30 billion by 2031, up from $700-800
million in 2021. According to KPMG, India has also surpassed the United States as the
second largest learning market. The education market in India is expected to grow by US$
2.28 billion between 2021 and 2025, at a CAGR of nearly 20%. In 2021, the Indian market
grew by 19.02 per cent.
Company Overview
A business school for tomorrow's leaders in the heart of India's business capital. That's who
we are: BIAMS. The spirit of excellence and an entrepreneurial culture drive BIAMS. Our
two-year MBA degree programme is immersive, experiential, and future-focused, designed
by global leaders in industry and academia for tomorrow's changemakers. Industry experts
and a world-class faculty have collaborated to create a novel approach to teaching and
learning. From foundational business learnings to multidisciplinary competencies, diversity
of learners to experienced mentors, and classroom lessons to beyond-the-classroom
experiences, our campus will be a vibrant medley of thought and action. With imagination
and innovation as two sides of the BIAMS coin, students’ two years here will prepare them
for the future they dare to imagine.

Target Market
Students

who have completed a higher education degree (in any speciality) and have passed
competitive exams such as the CAT, XAT, and GMAT

Working Professional.

Who has appropriate work experience, who wishes to pursue a career as a manager in
addition to their primary speciality, and who requires profound knowledge and skills in the
field of business administration for the purpose of holding executive positions, accelerating
their career development, or progressing in business;

Owners of businesses.

Heads of organisations, firms, and other institutions of various types of ownership.

PhD holder

People who have done their PhD from the premium institute and want to start their teaching
career.

Brand Image

BIAMS is a new business school with CEO and CFO support from the industry, attempting to
pioneer Indian education by providing industry-based business knowledge, and students are
taught by PhD holders from top universities around the world, as well as CFO COO and
industry experts. The school's tagline will be "persistence breeds bright people."

Buyer Analysis

The product is aimed at students with a high level of education who have a sharp mind and
perform well in competitive exams such as the cat and xat. The decision maker in this case is
the person who ultimately wishes to pursue higher education at a prestigious b school in the
country. There could be a lot of factors influencing the purchase decision. Influencers on
various social media platforms such as Facebook, Instagram, and YouTube run advertising
campaigns, and education sites such as shisha carer 360 and pagal guys can be significant
influences. Other decision-makers can be friends, family members, or colleagues, as well as
advertisements on television or even on roadside posters and billboards, which may prompt
people to search for the product and learn more about it. The decision-making process is
highly involved because the product will shape their lives in the future. As a result,
consumers frequently take their time before making a final decision, and the product will also
serve as a status symbol for the customer. Because we are launching a new product that the
customer is unfamiliar with, the customer will have to conduct extensive research on the
product's attributes before purchasing the product.

Demographic factors – The demographic factors that influence buying decisions are income
level, age, lifestyle, education, and occupation.

Geographic factors – The market for premium B schools are mainly in both urban and rural
cities.

Psychographic factors – The main psychographic factors are personality, lifestyle, attitude,
interest, and social status. All these factors play an important in the purchase decision of the
consumer.

Behavioural factors –The behavioural factors are priorities, psychological influences and
purchasing behaviour which all play a key role in the decision-making process of the
consumer.

Competitive review
Despite how cliché it seems, competition exists regardless of the products or services you offer.
Identifying the three major categories of competition—direct, indirect, and secondary competitors—is
a vital component of mapping your competitors. Here, it's crucial to be familiar with various company
models in order to create a mental map while strategizing and guarantee that you have that "it"
element in your market.

Direct competition
When two or more businesses fight for the same market by providing the same good or service, this is
known as direct competition.
The direct competition may be from

 KLS GOGTE INSTITUTE OF TECHNOLOGY - [KLS GIT], BELGAUM

 BHARATESH EDUCATION TRUST'S GLOBAL BUSINESS SCHOOL - [BETGBS],
BELGAUM.
 ANNAPOORNA INSTITUTE OF MANAGEMENT RESEARCH - [AIMR], BELGAUM
The above listed colleges are providing PGDM and PGCM courses and it acts as an competitor to our
new venture and we have entailed to enrol students and professors by pitching our institution through
popular media, such television, newspapers, or magazines. It is intended to regularly reach huge
audiences.
Indirect competition
Both your company and its indirect rivals are interested in the same clients. Although you and your
indirect rivals provide distinct goods or services, you both fulfil the same client demand. You must
know what an indirect rival is and how to spot them if you want to build a solid audience.

 Training firms: Some of them already collaborate with institutions that will grant academic
credit for their training programmes. They are skilled at delivering in-person and online
information to various management levels inside an enterprise.
 Strategy consulting firms: Firms that provide strategy consulting services are renowned for
their ability to develop employees. They may acquire non-business graduates and teach them
sufficiently within a short period of time to compete with MBAs. What if they began offering
these services for sale?
 Units of continuing education: They provide programmes geared at working adults and
place a greater emphasis on practical application than research.
Core competency that cannot be copied or bought

 Deep domain expertise

 Authority (existing reputation in market)
 Dream Team (previous start up success)
 Unique, novel solution or product (disruptive)
 Ability to scale, operate significantly more efficiently.

There are certain universal metrics for gauging the quality of business education, and we'll utilise the
most popular ones even if there are many difficulties in doing so:
(1) Student calibre, including admissions,
(2) Pedagogy,
(3) Placement
(4) Faculty
(5) Infrastructure

Universities began seeing management education as an academic discipline and began offering MBA
programmes as a result of the success of MBA programmes and demand from students and
companies. Meanwhile, management institutes continued to grow and were established to further
decentralize and develop management resources and talent throughout India. A lot of business schools
are attempting to carve out their own regional or sectoral innovation niches, as opposed to the best
business schools serving as role models for the remaining up until recently. These quality initiatives
have benefited in part from the national policy level's recognition of the need to strike a balance
between a resource allocation strategy that supports "small improvements in a large number of
institutions" and a strategy focused on "creating islands of excellence in a mass of mediocrity."

The calibre of applicants to business schools is a crucial factor to take into account. Acceptance into a
reputable business school is currently seen as a very appealing job, though. The variety of student
profiles is one distinguishing feature of Indian b-schools. Aspiring applicants come from a variety of
academic fields, including engineering, liberal arts, science, business, and medical, as management
education is most popular at the graduate level. This creates a very rich inter-disciplinary learning
environment in the classroom. However, the majority of MBA students in India are still rather young
and begin their graduate studies immediately after completing their undergraduate degrees. The
majority of students lack work experience, despite the fact that many Indian institutions give it some
extra weight.

Quality placement is a crucial factor. Successful placements on a regular basis show that the
institution is addressing business needs. Best-ranked business schools place their graduates very well.
Nearly all of these schools' alumni land fantastic employment with very high pay. Even some students
are getting jobs abroad.
Students need to think beyond the fundamentals of classroom learning, as important as these are, and
take into account things like: gaining practical experience; developing networks and relationships;
developing communications and interpersonal skills; broadening personal horizons; and learning how
to learn in order to maximise the value of the MBA.
STAGE-2

SEGMENTATION,TARGETING,POSITIONING

Segmentation is the process of dividing the marketplace into parts which are easy to access,
look upon, definable and also easy to know about the profits. It helps a company to analyse
each segmented market so as to know how each segments of their products is active and
which is not.
Broadly we can classify into 4 types.

Demographic: - One of the most popular types is segmentation based on demographics. It

alludes to dividing up audiences according to perceptible, individual-based differences. Age,
sex, marital status, family size, occupation, education level, income, race, nationality, and
religion are a few examples of these characteristics.

A specific demographic is the specified target market for some products. For example, a
single personal care company might produce two deodorant products, one designated as
men's deodorant and the other as women's deodorant.

Psychographic: - Similar to demographic segmentation, psychographic segmentation

focuses on traits that are more mental and emotional. Although these characteristics might not
be as obvious to see as demographics, they can nevertheless help you understand the goals,
tastes, and objectives of your audience. You may more effectively generate material that
appeals to your audience by being aware of these elements of them. Personality traits,
interests, views, values, attitudes, and lifestyles are a few examples of psychographic
qualities.

Suppose you run a furniture and home decor business, and your target market is newlyweds
in their 20s and 30s who have household incomes of at least $60,000. While some
participants in this segment are converting, others are not. When you factor in psychographic
data, you can discover that customers who buy your goods frequently place a premium on
social connections and friendships as well as environmental awareness. Based on this
information, you may produce advertisements that feature people hosting guests in their
homes and highlight your brand's commitment to environmental sustainability.
Behavioural: - Additionally, we can divide our market depending on consumer behaviour,
particularly as it relates to our product. We can develop message that appeals to those
behaviours by segmenting our audience according to the behaviours they exhibit. A lot of the
behaviours we might examine have to do with how someone uses our brand, product,
website, or app.

Some types of behaviours are:

 Online shopping habits

 Actions taken on a website
 Loyalty
 Usage rate
 Benefits sought

Geographical: - Geographic segmentation, which divides your market into different groups
according on where they are, is a simple yet effective segmentation approach. You can send
out location-specific adverts and have a better understanding of a customer's demands by
knowing where they are.

Different types of geographic segmentation exist. The most

fundamental is locating users according to their geographic locations, such as their nation,
state, county, and zip code. The characteristics of the region in which a consumer resides,
such as the climate, population density, and whether it is urban, suburban, or rural, can also
be used to identify that consumer. You may need to be more specific when identifying traits
because one county may have rural, suburban, and urban areas.

BIMS: We would like to segment our product i.e., MBA demographically. As in

demographic it says that segmentation of market based on age, sex, education, race,
nationality. So, depending upon the education level, age, sex. As in all colleges around the
world, we as a new institute bringing in MBA course can’t restrict ourselves to only
psychographic or geographic. Demographic brings in a various option to the college to
advertise their product.
Based on education, we can segment students who are scored more then 60% in all the
exams(SSLC, PUC, Degree-UG). This helps the college to identify the quality of the
students.

Based on nationality, we can segment whether students are NRI’s, or an Indian Nationality,
or have studied their half part of the education in other country and the rest here.

TARGETING: - Targeting is a marketing tactic that involves locating particular target

markets or personalities for particular content. Businesses utilise target marketing to better
understand their customers so that they can build adverts for niche.

After segmenting our product, we focus on targeting on the segmented part. We will start
advertising in colleges in and around Belgaum. Also we would like to target in places like
Bijapur colleges, Hyderabad, Mumbai, Pune, Bangalore, Chennai. Other than these cities,
colleges under University of Mysore, Bangalore University, VTU. This would give us a
better chance of attracting students to our college.

POSITIONING: - Positioning describes how your product (item or service) compares to

competing goods and services on the market as well as in the minds of customers.

Well as we are a new entrant into the business, we would like to not compare to any other
colleges. Anyhow, we would like to have comparison to Rani Channamma University, Centre
before PG Studies- VTU, Angadi Institute of Technology and Management. This would give
us a brief knowledge on the quality and quantity we must have to ensure good education to
the students.

Communications Objectives & Budget

Building Awareness

Undoubtedly, this is among the most crucial points we should be aware of.
Nowadays, it's important for both individuals and institutions to raise awareness. Nowadays,
many companies want to be assured that consumers can understand the advantages of their
products and services.

They gain by talking in this circumstance. Effective communication can be advantageous to a

company in various ways. The brand will be exposed to more consumers the more skilfully
they can communicate with customers.

Providing Information or Educating

Here is another of the most crucial goals that people must understand about communication.

We must make sure that we can give our client exactly what they need when they ask for it.
To convince them that we can give them information and other necessities as well, we must
communicate with them at this point. Providing extra information by describing and outlining
our agenda can be advantageous for us.

Creating Interest

Customers may occasionally choose a product or service just because they are aware of it or
are interested in it. We must therefore make sure that they can transition from being informed
about the product to exhibiting a keen interest in it. The aid of communication will help us to
achieve this.

When we communicate with customers effectively, they will be able to understand the need
for the product and, as a result, will show interest in it.

Motivating People/Audiences

Whether we are running a business or leading any social or educational endeavours, we must
properly motivate our audiences so they can continue to be encouraged to accomplish the
goals.

Audiences are given the power to decide on a higher quality of performance in a committed
and enthusiastic way when emotional intelligence is appropriately incorporated into
communication. A range of techniques, such as seminars, lectures, get-togethers, speeches,
movies, and more, can be used by businesses to excite staff.
Promoting the brand, product, or service

Publicity, marketing, advertising, public relations, product releases, consumer education, and
other elements make up the promotion plan, and communication serves as the most crucial
role in guiding all activities.

As a result, when discussing the objectives of communication, it is important to remember

that communication forms the basis of all forms of promotional and branding activity carried
out by individuals, businesses, or brands. How we communicate with our target audiences
affects how well our connection with them works.

Organizing Resources

As important components of an organisation as varied resources like money, people, and as

important as communication is in keeping all of these resources organised, materials are.

Therefore, in discussing the goals of communication, managers and business owners must
grasp the role of communication in overcoming the challenges associated with the well-
organized channelization of diverse resources.

Increasing Efficiency

The managers must provide the best-personalized communication of the right methods,
tactics, and items at the right moment to increase the productivity of the workforce. This is
most effectively served by effective communication strategies.

Therefore, one of the most successful communication goals is to improve employee and
organisational efficiency, which eventually results in more output, sales, and profitability.

Harmonious Relationship b/w Management & Workers

On a personal or organisational level, communication is the key factor that can make or break
situations. Therefore, when it comes to communication's goals, its significance in creating a
cordial working relationship between management and employees cannot be understated.

Our communication strategy must provide a free and open flow of information throughout the
entire organisation if productivity is to keep increasing.
Objectives relate to brand awareness, knowledge and interest, favourable attitudes and
image, and purchase intentions

Brand awareness

 Creating awareness of our institute in mind of people

 Boost Website Traffic,

 Promote Products
 Foster Brand Adoption, and Enhance Reputation
 Develop as a Thought Leader

Knowledge and Interest

Here is another of the most crucial goals that people must understand about communication.

 We must make sure that we can give our client exactly what they need when they ask
for it.
 To convince them that we can give them information and other necessities as well, we
must communicate with them at this point. Providing extra information by describing
and outlining our agenda can be advantageous for us.
 In certain instances, clients are just aware of or interested in the good or service. As a
result, we need to make sure that they can transition from being aware of the product
to exhibiting a keen interest in it. With the aid of communication, we can do this.
 If we are properly communicating with our customers, they will be able to understand
the need for the product and, as a result, show interest in it.

Favourable attitudes and image

 Specific - Concentrate on your goals and how you plan to achieve them.
 Measurable - Choose KPIs that will allow you to track your advancement.
 Attainable - Set a goal that is both ambitious and doable.
 Relevant - Ensure that your goals are in line with the demands of your company.
  Time-based - Establish a deadline for your goals to help you keep motivated and on
track for meeting them in a constrained amount of time.

Estimation of ‘money’ to achieve the campaign objectives. Budgeting method will be

employed

Forecasted budgeting method (based on competitive institution)

 Promotions through social media – (1000 Rs per month)

 Promoting through youth icon in respective field. – (fees to be paid average 10 k)
 Promoting through website (key words search) – (2000 per month)
 Printing pamphlets and banners to distribute in public and to post in public places. (10
k pamphlets, for each it cost around 2 Rs)
 Sales force salaries to promote. (Average 5 person each 10 thousand salary or sending
teachers to promote)
 Partnering with social learning apps such as BYJU’S and Vedanta (Optional)
 Advertising with Karnataka state transportation (KSRTC) advertisement agency to
promote our institute. (Contacting with KSRTC)
 Transportation cost required to go to remote areas to promote our institute. (Fuel cost
104.04 per litter)
 Paying some fees to colleges with are related to science stream to give 1- or 2-hour
sessions regarding our institute how they benefit them. (Fees to be paid to other
college or it may be free for reference with other teachers).

Budget Required is 45-50 thousand, it will cost for Campaign in local region of
Belgaum.