A MARKETING MANAGEMENT REPORT ON TIMS AIMING HIGH!

Submitted by: ASHINA MOHANDAS JALPESH BAVISHI NILESH HINDUJA MONALI JANI BHARAT LALWANI MANISHA KUMARI (09005) (09015) (09037) (09039) (09054) (09058)

Guided by: - Prof. Bhavesh Vanpariya PGDM PROGRAMME (Year 2009-11)

TOLANI INSTITUTE OF MANAGEMENT STUDIES ADIPUR

ACKNOWLEDGEMENT
We hereby acknowledge our gratitude to Mr.Ashutosh Bhambani (Director, TIMS) for giving us his precious time and disclosing to us the marketing strategies without which, it would have been impossible to make this report. We are also thankful to Prof. Bhavesh Vanparia for guiding us all throughout the way.

Ashina Mohandas Jalpesh Bavishi Nilesh Hinduja Monali Jani Bharat Lalwani Manisha Kumari

09005 09015 09037 09039 09054 09059

INTRODUCTION OF PGDM
There are 1600 business schools in India offering two year MBA programs targeting predominantly fresh graduates without any work experience. Among those schools, the Indian Institutes of Management (IIM) is the oldest institutions for management education in India. Admission to any of the IIM schools or other business schools requires passing the Common Admission Test (CAT), XAT, GMAT, JMET or MAT each of which qualifies candidates for entrance into any management institutions in India, apart from these entrance tests there are few business schools which conducts aptitude test individually which qualifies candidates for that particular business school. The IIM and other autonomous business schools offer a postgraduate diploma in management (PGDM) which is recognized in India as similar to an MBA degree. Government accreditation bodies such as AICTE established that autonomous business schools can offer only the PGDM, whereas a post-graduate degree can be awarded by a university-affiliated colleges, in two-year full-time program. The curriculum of the PGDM and MBA degrees are equivalent, although the MBA degree is examination oriented and concentrates on theoretical aspects of management whereas the PGDM is industryoriented and mainly focuses on building soft skills. However, a PGDM holder cannot pursue Ph.D. since the PGDM is not recognized. Nongovernment accredited one-year fast-track programs have proliferated in India, especially for candidates with work experience. Such programs are commonly known as Post Graduate Programme (PGP) in Business Management.

HISTORY OF TIMS
We have treated PGDM programme of Tolani Institute of Management Studies as our product. TIMS was founded in 1995 by Late Madam Jamwanti H. Kanal, the eldest daughter of Kaka Shri P. S. Tolani. The mission of the institute is promoting excellence in the field of Management Education. The Institute is situated at Adipur near Kandla Port. TIMS is well known all over the country for its quality management education. The recently published 9th Annual Survey of Best B Schools by Business India has rated it as an A grade management institute. Last year, our quality management education attracted prestigious organizations like Tata Tele Ltd.,
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Vodafone Ltd., Kotak Mahindra Bank Ltd., ICICI Prudential AMC, Kotak Securities Ltd, Prabhudas Liladhar Pvt.Ltd, HDFC Ltd. to name a few, to our campus.

COMPANY ORIENTATION TOWARD THE MARKET PLACE

There are four traditional philosophies that guide a companys marketing efforts. 1) 2) 3) 4) The The The The Production Concept Product Concept Selling Concept Marketing Concept.

From above stated orientations, TIMS follows The Marketing Concept for PGDM programme. This focuses on the proactive marketing orientation. TIMS recognized the need of more management graduated due to the growing industrial development in Kutch and Gujarat and increased seats from 60 to 120. It also introduced subjects of International Business and specialization in Human Resource Management. The modern philosophy is The Holistic Marketing, which says everything matters in marketing and is a broad, integrated perspective. Holistic marketing is thus an approach that attempts to recognize and reconcile the scope and complexities of marketing activities. There are aspects of Holistic marketing.

INTERNAL MARKETING
In case of the TIMS, higher management of Tolani foundation and Gandhidham Collegiate Board plays vital role in the marketing of the institute and the PGDM programme offered by it. Tolani Campus Times magazine is circulated in the whole Tolani Vidhyamandir Campus.

INTEGRATED MARKETING

All the necessary information regarding the PGDM programme, fees structure and entrance exam is provided through the website of the institute. Moreover institutes vision, mission, information about concerned faculty members and specialization subject is also accessible. Institute is providing all possible help for getting education loans and has the facility of partly payment of the fees and the scholarship for the eligible students.

PERFORMANCE MARKETING
Admission process for this programme is totally merit based, which indicates the practice of customer equity. TIMS has got A+ grade by Business India in a B School survey. This brand image helps in the marketing of the PGDM programme. The institute believes in ethical practices. The industrial environment of Kachchh region helps to popularize the PGDM programme. The event like AWAZ is organized for social awareness.

RELATIONSHIP MARKETING
A separate ALUMINEE RALATIONSHIP TEAM takes care of the regular maintenance of the relations with all the alumnae of the institute. The grand alumnae meet is one of the annual programs. INDUSTRIAL RELATIONSHIP TEAM and PLACEMENT TEAM do efforts to maintain relations with several industrial firms and business persons. The institute maintains relationship with other B-schools by the events such as SPARK.

Value delivery process:

Strategic marketing: how customer select product
Value from the product is more than its (benefit-cost) then he will select product.

Value=benefit-cost
In product PGDM, TIMS segment customers on the basis of mat score, GD & PI from here TIMS segment the customer then they decide to whom they should provide there service. There market will be all students who are applying for MAT. So TIMS will focus on those students. They choose the value of the product because now days value of the product PGDM is very high according to this TIMS will try to increase the value of the product. Value of the product is so high that some students are not afraid for getting Education loan.

Tactical marketing: Make the students select the product.

In the strategic marketing TIMS decided the value of the product PGDM now how TIMS will provide value to customers is decided on the service development because if TIMS is able to increase the value of the product then TIMS can attract the students. According to this TIMS will decide the price of the service so the product like PGDM TIMS is charging Rs 192000.TIMS is providing two years service for the product PGDM after the two years service student is eligible for that product. Good point of TIMS is that they also providing the campus placement to the product holder. So that other customers of the TIMS like different organizations can get the service from the product holder. TIMS also select the high quality professors so that they can serve the students very high quality education. From that TIMS is distributing service & product PGDM. TIMS is communicating the value from advertisements in internet, AIMA magazines & different types of events.

Marketing intelligence system (MIS):

Now lets see how TIMS is using MIS for the Product PGDM. TIMS motivate the professors for providing good education quality. TIMS is organizing different types of events like spark like for advertising & they invite different types of B-schools from the competition TIMS will decided there quality of the service provided by them. Here TIMS is also organizing faculty development program for the better service. From this TIMS can increase the quality of product PGDM. One of the better ways of marketing is to observe the competitor TIMS is also following this type of marketing. In every year one faculty member of the TIMS is go to IIM for the training to increase his teaching quality. TIMS is also buying the case lattes from IIM for marching the quality & also organizing the events to match the quality of the service provided by them for product PGDM. TIMS is also taking advises from aluminize some professional & senior and experience person like Dr.Kodwani & Dr. Daryani. From this TIMS is setting up the advisory panel. TIMS is collecting secondary data from the last year application forms from this TIMS take decision to increase 60 seats to providing more students product like PGDM. TIMS is receiving information from the AIMA for observing the potential market. TIMS is also receiving feedback from aluminize and from the different types of websites for like college website, pagalguycow.com & community web where student visit websites & give the comment on the product PGDM.

Analysis of the macro environment

1 Needs and trends
In todays competitive world higher education is needed post graduation and management programs are always in trend PGDM also takes graduate students to a similar direction, where most of the students would like to go. Those days are gone when only graduation degree was sufficient to secure job. That is the reason why 70 to 75% students passed from Tolani Commerce College or any graduation college. Try to get admission in post graduation program. So we can say PGDM is in trend that is shaping students for better career opportunities.

2. Identifying the major forces

All businesses and companies are drive from some factors, those are called major factors. For TIMS, PGDM, these factors are

Industrial performance :
o As in 2008, recession pulled man industries down ward, due to that TIMS was unable to give campus placement as desired. So, as TIMS signed new MOU, tries to expand its network to supply students in industry.

Competitors
o All private institutes, constantly trying to attract our customers. If any of institute make changes in its PGDM, (e.g. curriculum, foreign visits, laptops, hostel facilities etc.) we also have too change in our program accordingly.

3. Market intermediaries
AIMA (All India Management Association) helps in marketing our institute. There are also many aspects like word of mouth. Along with all this GCB (Gandhidham collegian board) also helps to market our PGDM program. Therefore we need to give up dated information to these intermediaries to market our self better.

CUSTOMER DEVELOPMENT PROCESS

1. The potentials are the graduates who may have an interest in pursuing the higher studies like PGDM. Our other potentials are the various industries that are interested campus placement from our institute 2. Prospects are the candidates who have cleared the entrance tests i.e. MAT/CAT and who are motivated and financially capable of pursuing higher studies. 3. All the industries that the institute interact with the prospects becomes the first time customers who are eligible candidates made it to the merit list after GD/PI. 4. The industries where the students apply for summer projects and then may be interested in employing students from the institute. 5. The selected students are not the repeat customers, but the various industries are made the repeat customers. E.g. JMD, Reliance money, HDFC etc. 6. Our advocates are the alumina of the TIMS and also the industries where the students are placed.

FORECASTING AND DEMAND MEASUREMENT:

The classic truth is: If you dont measure you cant manage. The major reason behind doing marketing research is to identify marketing opportunities, such as size, growth and profit potential. The competitiveness for the PGDM course in the Kutch region was very low, as there was no other institute offering this course. And there were many graduates who were going at other places to pursue higher studies. This region is being industrialized as many big companies are being established here. So, the professionals with expertise in various fields are going to be the need of hour.

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THE MEASURES OF MARKET DEMAND

Potential market The potential market is who admit a sufficient level of interest in a market offer and they are the working graduates, professionals such as Engineers/CAs/CFAs/ICWAs/Technologists and fresh graduates. Available market The available market is the set of consumers who have interest in pursuing the PGDM program and also have the income and access to the offer. As there are many types of education loans available nowadays, so there is a substantial increase in the number of students who can pursue higher studies. Target market The target markets are the graduates in any field who have passed the entrance exams like MAT/CAT. Penetrated market The penetrated market is all those students who have been enrolled in the program after going through the group discussion and personal interview.

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Estimating current demand:

Here potential market for the PGDM product is the no. of students who are graduates. But TIMS is providing service to only those students who pass out MAT, CAT, GD&PI then TIMS will select the right customer for their product .Those customer are the 120 students to whom TIMS will serve for the PGDM product.

Industry sales and market shares:

Here TIMS will go for survey to calculate no. of students who are doing the PGDM program. TIMS did same thing in the past so they identify the more demand of their product increases the seats from 60 to 120.Here TIMS is also capable for more no. of seats but they cannot do it.

Survey of buyers intentions:

TIMS can also do survey for PGDM product because there main customers are the students of Kutch. So if the students who want do PGDM from TIMS is more than 50% then it will be good for the TIMS. TIMS also taking the expert opinion and also going for their past data for estimating the current demand because it is part of their Marketing intelligence system.

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FACTOR AFFECTING CONSUMER BUYING BEHAVIOR Cultural behavior

1. Set of value
TIMS comes 3rd rank through MAT in Gujarat. This thing highly affects and attract to the graduate students for taking admission in TIMS.

2. Perception
Perception of students is also influence the TIMS market, like some students dont want to leave Gujarat and some student dont want to leave Kutch.

3. Preferences
In the case of TIMS, the faculty of graduate college and teachers of different institutes like MAT, CAT, and GCET etc. preference influence and inspire the students to take admission in TIMS.

4. Behaviors
Behavior of the students, like some students have heartily wishes to take admission in TIMS

Social factors
1. Reference group
A person reference groups are all the groups that have a direct or indirect influence on their attitudes or behavior.

Primary group
Primary group is that group with whom the person interact fairly continuously and informally, such as family, friends, neighbors and co-workers are the factor affecting the demand of the TIMS.

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Secondary groups
Secondary group is that group which tends to be more formal and require less continuous interaction. Like religious, professional person, and trend-union groups are somehow affect the TIMS.

2. Family and friends

Family and friends are the factors which are highly affect TIMS. If family and friends give permission or suggestion to study or positive react about persons education than it come positive appearance and visa-aversa

3. Roles and status

A student participates in many groups-families, club, organization groups often are an important source of information and help to define norms for behavior. Suppose, faculty of Tolani Commerce College suggest their students to do PGDM after graduate for better future than its highly affect the TIMS.

Personal factors
1. Age and stage in the life cycle
As we know that, growing in age its change the thinking power and changing in need. So, the age of 20 to 30 year persons are target market population for TIMS.

2. Occupation and economic circumstances

In this point we can say that, if any industries and organization firm expect highly educated staff and their minimum requirement is post graduate then its influence the market of education sector Economic circumstances like recession people move toward more and higher education for stay in market.

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3. Personality and self-concept

A person who has aim to do PGDM for better future is considered as customer.

4. Lifestyle and values

People from the same subculture, social class, and occupation may lead quite different lifestyle. And this lifestyle affects the demand of TIMS

The buying decision process

Problem recognition
A student recognizes the need for higher education or post graduation which he would be doing his graduation. This recognition may be internally or externally stimulated. He may himself understand the same on his friends, family or the surrounding environment i.e. the market trend may influence this. Nowadays, management students are so much in demand that management education sector is booming MBA is considered as a status symbol by the Indians.

Information search
A person who comes to the conclusion of joining an obviously be incline to search for more information. He would rely on the following source of the same.

Personal
It would include his friends, family, neighbors and acquaintances. Also he can gain information from system concerns of TIMS i.e. other college under GCB.

Commercial
This would include advertisement of the program on television, newspapers and other B-school magazine.

Public
A prospect may collect information from B-school surveys, MAT bulletin etc.
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Experiential
Information can be collected from the alumni and faculty of TIMS. Ex-faculty can also be contacted. Current students can also be considered as a huge source of information. In the same manner, information about different colleges can be collected by the prospect.

TOTAL SET

AWARENESS SET

CONSIDERATION SET

CHOICE SET

DECISION

TIMS PROTON LPU SPU

TIMS PROTON

TIMS

TIMS

PROTON LPU UNITED WORLD SPU UNITED WORLD UNITED WORLD NIRMA NIRMA IIM-A IIM-A PARUL SLIMS ROYAL ST. KABIR AMITY SLIMS PARUL L.P.U ST. KABIR ROYAL S.P.U United world PARUL S.P.U SLIMS L.P.U IIM-A PROTON TIMS IIM-A NIRMA NIRMA

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Evaluation of alternatives
The college offering PGDM preferred by the prospect is evaluated on the basis of different criteria. The criteria are reputation, faculty, location, ranking of the college and the specializations offered by them. Different weightages are also given to them. Choice set weight 10% 15% 40% 5% 15% 15%

REPUTATION FACULTY LOW FEES TIMS 6 6 4 3 3 3 7 5 4 4 5

LOCATION RANK COURSE

6 4 5 3 4

6 3 4 4 3

6 5 4 4 5

PROTON 3 L.P.U S.P.U United world Nirma IIM-A 3 4 2

6 7

6 6

4 2

6 6

6 7

6 6

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weight Choice set

10%

15%

40%

5%

15%

15%

TOTAL

REPUTATION FACULTY LOW FEES TIMS 0.6 0.9 0.5 0.45 0.45 0.45 2.8 2 1.6 1.6 2

LOCATION RANK COURSE

0.3 0.2 0.25 0.15 0.2

0.9 0.45 0.5 0.5 0.45

0.9 0.75 0.5 0.5 0.75

6.4 4.2 3.6 3.6 4.05

PROTON 0.3 L.P.U S.P.U United world Nirma IIM-A 0.3 0.4 0.2

0.6 0.7

0.9 0.9

1.6 0.8

0.3 0.3

1.05 1.05

0.9 0.9

5.2 4.65

The decision making here is conjunctive heuristic- a cutoff level has been given for each attribute.

Purchase decision
Here the student would consider pursuing the program in that college which has got the highest marks. The reason for him not joining the institute may be inability to clear MAT or GD/PI or other personal factors. (Unanticipated situational factors)

Post purchase behavior

If he is satisfied with the PGDM program offered by TIMS, he may even influence others to join the institute. On the other hand if he is disappointed he may leave the program or may even continue the

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program this dissatisfaction may lead him to ruin the reputation of the organization by word of mouth.

Mental accounting
Here we can see that prospect theory applies on the prospective candidates applying for the PGDM program. A parent invests about two lakh rupees as his childs fees when he procures admission in TIMS, but he also sees that the amount would be returned when he will get placement. Moreover MBA or management studies are a status symbol these days. Even candidates having professional qualifications engineering students are opting for PGDM because they think that management knowledge is also important and for better future prospect

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