Internship_Admito_Devendra
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This document outlines a marketing plan and roadmap to increase awareness of Admito, an online platform offering MBA admission guidance. It begins by analyzing Admito's stakeholders including MBA aspirants, B-schools, parents, and current students/alumni. Market research findings are presented on the factors influencing college selection. The plan then recommends improving algorithms, awareness campaigns, and partnering with students/alumni for guidance. A SWOT analysis and 2-phase marketing roadmap through December 2017 is presented utilizing workshops, webinars, blogs, SEO, PR, collaborations and events. The current execution status updates on workshops, webinars and guidance delivered.
Internship_Admito_Devendra
- 1. Strategize & Implement a Marketing plan to enhance Admito’s presence Presented By Devendra Sharma 150103058
- 2. Almost half of recent grads regret choosing their school. – Business Insider Only 7% of MBA graduates are employable. – The Indian Express
- 3. www.admito.in OFFERING Profile based shortlisting of B-schools Comparison of shortlisted B-schools Discussion Platform On call guidance
- 4. Industry Overview: Indian higher Education Admission Industry 30.1 Mn Enrolment in 2015 750 Universities Budget 2016, allocation of huge funds Worth $60Bn 6 Lakhs MBA aspirants 4500 B-schools 4.3 Lakhs Secure Admission No. of B-schools rose by 5% CAGR CAT, XAT, MAT and many more exams
- 7. Understanding Admito’s Stakeholders MBA Aspirants B-Schools Parents MBA Students /Alumni 11% 11% 11% 10% 9%9% 8% 8% 8% 8% 7% MBA students' college selection influencing parameters College Placements Alumni Base Perceived College Brand Student Life, Activities and Student Exposure Branches offered by college and their market value Batch Strength Your dream company visiting the college College Fee College Ranking Location of the College Images or Virtual Tour of College 11% 11% 10% 10% 10%10% 9% 8% 8% 8% 5% MBA Aspirants' Colleges selection influencing parameters College Placements College Ranking Your dream company visiting the college Perceived College Brand/Image Student Life, Activities and Exposure College Fee Alumni Base Branches Batch Strength Location of College Images or Virtual Tour of College Apply for Exams Apply for B- Schools Apply for B- schools II GD/PI/WAT Comparison of B-schools Admission formalities Phases 11 Parameters 1-5 Rating Scale 410 Responses 324 MBA aspirants 86 MBA students Online portals and coaching centers are preferred sources for MBA aspirants
- 8. Understanding Admito’s Stakeholders MBA Aspirants B-Schools Parents MBA Students /Alumni Rich data of Students’ profile Convertibility chances based on previous data Proposed partnering in formulating B-schools marketing strategies More target focused approach B-Schools are focused upon getting more number of students For Marketing they rely on either professors or regular outside agency More focused on engaging in commission per student based business 10 B-schools, which accept MAT scores have been approached to conduct this research
- 9. Understanding Admito’s Stakeholders MBA Aspirants B-Schools Parents MBA Students /Alumni 30 Parents, at the time of admissions, have been approached to conduct this research Brand Name Location Placeme -nts Fees College Infrastru -cture and security Faculty As compare to graduation, Parents do not have much involvement in higher education
- 10. Understanding Admito’s Stakeholders MBA Aspirants B-Schools Parents MBA Students /Alumni 50 MBA students and Alumni have been approached to conduct this research Most of them are eager to help aspirants Money is not a motivating factor for them One on One guidance is more fruitful Managing time will be an issue If aspirants are from the same undergrad college, they might go a step further Preferable channels are social media, call or online platform but not through physical presence
- 11. Recommendations Improve college selection algorithms based on the results Use factor result to create awareness about choosing a right B- school Provide solution oriented quality services to get an edge over competitors Get B-schools students and Alumni on board for guidance Integration with B-schools does not look promising, hence focus on other important things Increase social media presence since most of the target audience is present there Include convertibility chances as a feature after couple of years
- 12. SWOT Analysis • Good tech team • Less overhead expenses • Small team, ease of communication • Being a startup, Flexibility in the way of working • Product/Service portfolio • Being a small team, Knowledge sharing is easy • Employee satisfaction is good • Core team is familiar with the industry’s know-how • Clarity of solutions from immediate reporting • Limited resources including small team Product is not ready • Lack of expertise in certain areas • Lack of diverse profiles • Least online presence • Too much time spent on planning • Lack of awareness among TG • Unavailability of the each member of tech team at one point. • Tech team is in learning phase, which is taking little longer time • Increasing spending of parents on higher education would lead to more people going for MBA. • Increasing Government Spending would lead to more colleges and universities being opened in the near future offering MBA programs. • Increasing investor confidence in Edu-tech startups would lead to publicity of the startup leading to target market’s consideration • Executive MBA sector has been growing rapidly • Growth of education market is increasing every year • Fees of MBA Programs from many universities has been increasing • Irrelevant course curriculum, Lack of skill training programs for faculties, increasing tuition fees and increasing un-employability have a significant impact on number of admission seeking students in Higher education • With increasing technology, chances are that our competitors succeed in building a somewhat similar product like ours. Limited barriers to entry. • Number of key players in the MBA industry increasing and our competitors are doing quite good in marketing themselves. • Coaching Institutes have their own in-house team which would get them reluctant in availing our services • Our prospective target market does not come online to search relating MBA. Getting them online would be a real hassle S T R E N G T H W E A K N E S S O P P O R T U N I T Y T H R E A T ------------------------------------------------------- --------------------------------------------------------------------
- 13. Marketing Roadmap Current Registered Users: 3000 (Approx.) Marketing Objective: 15,000 Users by June 2017 Assuming 10 % conversion rate Funnel: 1,50,000 MBA aspirants CAT 2,00,000 Takers MAT 2,00,000 Takers XAT 90,000 Takers Total 3,50,000 Takers in CAT/XAT/MAT 40 % Engineering Graduates 20 % Commerce Graduates 20 % BBA Graduates 70 % Fresh Graduates 30 % Work-ex 3.4 Mn Graduates every year (Engineering +BBA +Commerce) 10 Mn Graduates every year, who holds work ex from 1-3 years Maharashtra Karnataka UP Telangana Gujarat Tamilnadu AP MP Target States Marketing Channels
- 14. Marketing Roadmap Phase-1 Workshop Webinar Blog (New Article) SEO PR 1st July-10 July SEO Activity11th July- 20th July 21st July- 31st July 1st Aug- 10th Aug 2 Workshops 11th Aug- 20th Aug 21st Aug-31th Aug 1 Webinar+ 1 Blog post of webinar Review 1 1st Sept- 10th Sept 2 Workshops 1 Blog Article 11th Sept- 20th Sept 1 PR Article 21st Sept- 30th Sept 1 Webinar+ 1 Blog post of webinar Review 2
- 15. Marketing Roadmap Phase-2 Workshop Webinar Blog (New Article) SEO PR Collaboration Networking event Campaign/Contest 1st Oct-10 Oct Collaboration 11th Oct- 20th Oct 2 Workshops 21st Oct- 31st Oct 1 Blog Article 1st Nov- 10th Nov 1 PR Article 11th Nov- 20th Nov SEO Activity 2 Networking events 21st Nov- 30th Nov Review 3 1st Dec- 10th Dec 1 Webinar+ 1 Blog post of webinar SEO Activity Collaboration 11th Dec- 20th Dec Campaign/Contest 21st Dec- 30th Dec Review 4
- 16. Execution 10 MBA workshops are in pipeline for undergraduate institutes in NCR 1 Webinar conducted in the month of May 10 On call guidance delivered
- 18. Webinar Link: https://www.youtube.com/watch?v=sHjTKr1iutg Promotional Video Link: https://www.youtube.com/watch?v=x8VXzEqTdoI