gniit survey report

Brand awareness and media habits of its consumers

Submitted by:Tejas Tamhane

JICM, BHOPAL

1. About GNIIT

2. Summary

3. Methodology

4. Findings from the survey (I)

5. Findings from the survey (II)

6. Discussion

7. Recommendations

7. Appendix

Contents

About GNIIT

The GNIIT Program introduced in 1992 by NIIT higher education wing combines academic rigour and a full year's training in the IT industry. This unique format ensures thorough understanding of real world application and builds a platform for a successful career in IT for the students. No prior knowl-edge of IT is needed before one appears for GNIIT Entrance Test conducted at NIIT centres across the country. The career counselors help assess the potential. On clearing the test, one can pursue the GNIIT program any time after 10+2 simultaneously with full time graduation or even after the graduation.The 3 year course includes studying various IT programs such as .Net, Oracle, SQL, J2EE Apllica-tions, UML etc. Professional Practice is the most important part of the GNIIT course. The GNIIT Program includes one year of work experience at leading IT organizations. It gives students exposure to ‘live’ case studies and a stipend that lets them earn-while-they -learn.

About NIITNIIT is a leading Global Talent Development Corporation, building skilled manpower pool for global industry requirements. The company which was set up in 1981, to help the nascent IT industry over-come its human resource challenges, has today grown to be amongst leading talent development com-panies offering learning solutions to Individuals, Enterprises and Institutions across 40 countries. NIIT’s provides training solutions in IT, Business Process Outsourcing, Banking, Finance and Insur-ance, Executive Management Education, and Communication and Professional Life Skills. (www.niit.com)

1

Objective to check brand awareness and media habits of its consumers

2

Objective to check brand awareness and media habits of its consumers

This report- “GNIIT- brand awareness and media habits of its consumers’, provides an insight into the media habits of the GNIIT’s prospective consumers. It also throws light on the brand awareness of GNIIT and the mediums affecting it.

To gather the above stated information, the respondents were asked to provide information on their awareness of the brand GNIIT and their media consumption pertaining to print media, electronic media and digital media.

The respondents included Class 12th pass students and GNIIT’s 1st Semester Batch students.

Based on surveying through a questionnaire, the report gives a detailed view of the media consump-tion which may further help in evaluating between various media options available.

GNIIT has made use of print, TV and electronic mediums out of which TV commercials are most recollected by the respondents. In print ads although the content is not recalled that well but the re-spondents remember the GNIIT logo. Some respondents also remembered seeing the Internet banner ads, although such respondents were less in number.

During the survey it was found that few misconceptions/assumptions exist about the course. A few respondents thought that choice of science stream in Class XII was essential to be eligible for GNIIT and few thought that the entrance test was difficult to qualify. 31% respondents (GNIIT students) were not aware before joining the course that science stream in Class XII is not an eligibility crite-rion.

When it came to top of mind recall about computer/IT training centres NIIT received a good compe-tition from Aptech and Jetking. 57% respondents (Class XII students) were aware of GNIIT , 22% were aware of NIIT GlobalNet+ and 4% were aware of NIIT Swift while 17% were not aware of any of the courses. 86% of the the respondents were also unaware of the Bhavishya Jyoti Scholarship provided by NIIT.

The dominant element that introduced NIIT to the respondents was the peer group. “Friends” was most answered by respondents when asked how they came to know about GNIIT. Next came in the advertisements.

On gathering information on education and career options also “Friends” was most voted. As far as media was concerned “Newspapers” and “Internet” were the next choices to collect information regarding career and education.

Summary

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It was seen that the age group (17-20) was exposed to all forms of media. While most read the newspa-pers, almost everyone agreed on surfing the internet. Their preferable time of watching TV is during the night and they spend 12-16 hours at home on an average in a day. The respondents were also active us-ers of the mobile phone. The detailed information on media verticals and media exposure can be found later in the report.

Placement is an important factor of the GNIIT course that makes students join the program. The stu-dents feel that it is an added advantage and gives them an edge. Yet, few were not satisfied with the teaching in the classrooms. Few referred the course as “nothing great” while few referred to it as “waste of time”.

It was found that English did not come across easily to a few GNIIT students. This was seen at all cen-tres visited. Considering that the communication offered need be easily understandable by the students, it is important that the student’s ability to understand it is kept in mind.

4

Sample

There were two samples chosen to conduct the survey a) Class XII pass students in 2010. Total sample size 50b) Students of GNIIT, 1st Semester Batch. Total sample size 50

The Class XII graduates were chosen as they are the primary target group for GNIIT.

The GNIIT 1st Semester Batch students were chosen in order to understand what propelled them to join GNIIT and from where they received the information on GNIIT. Also, being the newest batch informa-tion about their media habits was also considered important.

Age of respondents: 17 years-20 years

Place of SurveyThe survey for Class XII students was conducted during the Delhi University Open Days Counseling and at the beginning of Delhi University admission process. The survey of GNIIT students 1st Semester was conducted at GNIIT centres.

Time of survey: May- June 2010

Survey ToolThe survey was conducted by using questionnaires. Two separate questionnaires were designed for both the sample chosen. The questionnaire focused on understanding the media habits of the respondents. For the Class XII graduates, the first few questions focused on determining their brand awareness of GNIIT and for GNIIT students the first few questions focused on why and when they joined GNIIT. Apart from the questionnaire some time was spent in knowing the perception of GNIIT students about the course.

Methodology

5

Findings from the survey (I)GNIIT 1st Semester Batch

Below are the finding from the survey conducted on the GNIIT students. The survey was questionnaire based and the results that arrived have been tabulated as seen below. The respondents were allowed to tick all options that were applicable. The number of responses to a particular question has also been given.

How the respondents came to know about GNIIT.

Medium Number of responsesAdvertisements 10Friends 32Parents 4GNIIT Alumni 3NITT Alumni 4

Reason for joining GNIIT.

Reason Number of responsesPlacement 26Interest in IT 25Peer Group 0Other 0

Amongst those who came to know about GNIIT through advertisements, 7 came to know through TV com-mercial, 2 through newspapers and 1 through the internet.

6

Time of joining GNIIT

Time of joining Number of responsesGraduation 1st year 31Graduation 2nd year 25After Graduation 1

Month of enrollment

Month of enrollment Number of responsesJuly 16June 9October 2November 4December 4April 1

Recommended GNIIT

Recommended GNIIT Number of responsesYes 28No 21

7

Choice of stream in Class XII

Stream in Class XII Number of responsesArts 8Commerce 29Science 13

Choice of stream in Bachelors Degree

Choice of Stream in Bachelors

Number of responses

Arts 11Commerce 23Science 5

8

29

13

Arts Commerce Science

11

23

5

Arts Comm Sc

8

Aware prior to joining GNIIT that it does not require a science background in Class XII

Aware science back-ground not required in Class XII

Number of responses

Yes 34

No 15

Looked for courses similar to GNIIT

Looked for courses simi-lar to GNIIT

Number of responses

Yes 9No 40

34

15

Yes No

9

40

Yes No

9

Reads newspaper/s

Reads newspaper/s Number of responses Yes 39

No 9

Newspapers read

Newspaper read Number of responsesTimes of India 20Hindustan Times 17Dainik Jagran 5Nav Bharat Times 2Amar Ujala 2Hindu 2Indian Express 1Rajasthan Patrika 1Emplyment News 1

20

5

17

2

2

1

2

1

1

Times of India

Dainik jagran

Hindustan Times

Nav Bharat Times

Amar Ujala

Indian Express

Hindu

Employment News

Rajasthan Patrika

39

9

Yes No

10

14

17

8

1

<15MIN 15min-30min 30-45MIN >45 MIN

Time spent on reading newspaper in a day


Number of responses

<15 min 14

15-30 min 1730-45 min 8>45 min 1

Hours spent on watching TV in a week


Number of responses

o-1 hr 91-3 hrs 103-5 hrs 14>5 hrs 14

Preferred time of watching TV

910

14 14

0-1 hr 1-3hrs 3-5hrs >5hrs

2

7 6

30

3

Morning Afternoon Evening Night Overnight

Preferred time of watch-ing TV

Number of responses

Morning 2Afternoon 7Evening 6Night 30Overnight 3

11

Favorite TV Shows

Favorite TV shows Number of responsesRoadies 8Splitsvilla 5Dance India Dance (DID)

11

Balika Vadhu 2Aahat 1Dil Mil Gaye (DMG) 3Saural Genda Phool 3Uttran 2CID 7Star News 2Jyoti 1

Favorite TV shows Number of responsesPratigya 2Man v/s Wild 10Shin Chan 2MTV songs 79XM 5Emotional Atyachar 3Tom and Jerry 3Chak Dhoom Dhoom 3WWE 3News Aaj Tak 4

0 2 4 6 8 10 12

Roadies

Splitsvilla

Dance India Dance (DID)

Balika Vadhu

Aahat

Dil Mil Gaye (DMG)

Saural Genda Phool

Uttran

CID

Star News

Jyoti

Pratigya

Man v/s Wild

Shin Chan

MTV songs

9XM

Emotional Atyachar

Tom and Jerry

Chak Dhoom Dhoom

WWE

News Aaj Tak

12

Watches Reality TV

Watch Reality TV Number of responsesYes 34

No 11

Preferred genre on TV

Preferred genre on TV Number of responsesKids 2Spiritual 2Infotainment 10Movies 19News 12Sports 16Music 23Action 3General Entertainment Channels (GEC)

16

34

11

Yes No

16

3

23

16

12

19

10

2

2

GEC

Action

Music

Sports

News

Movies

Infotainment

Spiritual

Kids

13

Surfs Internet

Surfs Internet Number of responsesYes 46

No 4

Time spent on surfing Internet in a day

Time spent on surfing In-ternet in a day

Number of responses

<1 hr 121-3 hrs 223-5 hrs 6>5 hrs 5

Most visited websites

Most visited websites Number of responsesgmail 20yahoo 17google 27niitstudent 8way2sms 3youtube 5songspk 2

46

4

yes no

12

22

65

<1 1-3hrs 3-5hrs >5 hrs

20

17

27

8

35

2

gmail yahoo google niitstudent way2sms youtube songspk

14

Time spent on email

Time spent on email Number of responses<10 min 18

10min-30min 21>30min 3

Member social networking sites

Member social network-ing sites

Number of responses

Myspace 1Bebo 1Facebook 30Orkut 31Ibibo 10Twitter 8

Participates in online contests

Participates in online contests

Number of responses

Yes 11No 36

18

21

3

<10min 10mn-30min >30min

1 1

30 31

108

Myspace Bebo Facebook Orkut ibibo Twitter

11

36

yes no

15

Watch videos online

Watches videos online Number of responsesYes 18

No 30

Made an online purchase

Time spent on mobile phones in a day

Time spent on mobile phone

Number of responses

<1hr 181-3 hrs 133-5hrs 6>5hrs 12

18

30

yes no

18

42

yes no

Made online purchase Number of responsesYes 18

No 42

18

13

6

12

<1hr 1-3 hrs 3-5hrs >5hrs

16

Listens to radio

Listens to radio Number of responsesYes 28

No 22

Preferred time of listening to radio

How else do respondents prefer listening to music

Other preferences for lis-tening to music

Number of responses

CDs 8Online 4Ipod/MP3 Players 15Mobile 26

Preferred time of listen-ing to radio

Number of responses

Morning 4Midday 1Afternoon 7Evening 11Overnight 7

28

22

yes no

4

1

7

11

7

morning midday afternoon evening overnight

8

4

15

26

CDs Online Ipod/MP3 Mobile

17

Time spent at home on a weekday


Number of responses

1-4 hrs 2

4-8 hrs 58-12 hrs 1412-16 hrs 1616-20 hrs 920-24 hrs 4

Time spent at home on a weekend

Hangs out at

Hangs out at Number of responses

Mall 14Market 34

2

5

14

16

9

4

1-4hrs 4-8hrs 8-12hrs 12-16hrs 16-20hrs 20-24hrs

0

7

1415

5

9

1-4hr 4-8hr 8-12hr 12-16hr 16-20hr 20-24


Number of responses

1-4 hrs 0


14

34

mall market

18

Preferred mode of travelling

Preferred mode of travel-ling

Number of responses

Bus 19Auto 6Metro 17Personal Vehicle 16

Movies watched in a week

Prefers to watch movies at


Number of responses

Cinema Hall 25Cable 24Rented CDs/DVDs 6Buy CDs/DVDs 4Online 4DTH 2


Number of responses

None 61 to 5 385 to 10 5>10 1

19

6

1716

bus auto metro personal vehicle

6

38

5

1

None 1 to 5 5 to 10 >10

25 24

64 4

2

Cinema Cable Rented CD/DVD

Buy CD DVD Online DTH

19

Plays video games

Plays video games Number of responsesYes 22No 28

If yes, preferred source of playing video games

Time spent on playing video games

Time spent on video games

Number of responses

<1 hr 111-3hrs 103-5 hrs 0>5hrs 1

Plays video games at/on Number of responsesOnline 3Playstation/CDs 19Gaming Cafe 1

22

28

yes no

3

19

1

Online Playstation/CDs Gaming Café

11

10

0

1

<1hr 1-3hr 3-5 hrs >5hr

20

Findings from the survey (II)Class XII pass students

Below are the finding from the survey conducted on the Class XII pass students. The survey was question-naire based and the results that arrived have been tabulated as seen below. The respondents were allowed to tick all options that were applicable. The number of responses to a particular question has also been given.

Names of IT/Computer training institutes in Delhi - unaided brand recall

Names of IT institutes in Delhi

Number of responses

NIIT 14Aptech 9JetKing 6Mahan 2Ratan 2MICS 2IT Global 2IBM 2Ftech 2Kishwarna 2Empaq 1Oxford 2

Names of IT institutes in Delhi

Number of responses

Suntek 2Brimt 1Axis 1Krishna 1Rawat 1VAG 1

149

62222222

122

11111

NIITAptechJetkingMahan

RatanMICS

IT GlobalIBM

Ftech Kishwarna

Empaq OxfordSuntek

BrimtAxis

KrishnaRawat

VAG

21

Heard of NIIT

Heard of NIIT Number of responsesYes 44No 6

NIIT Programs aware of

NIIT Programs aware of Number of responsesGlobalNet+ 13GNIIT 33Uniqua 0Swift 2Not Aware 10

Heard of Bhavishya Jyoti Scholarship

Heard of Bhavishya Jyoti Scholarship

Number of responses

Yes 7No 42

44

6

Yes No

13

33

02

10

GlobaNetl+ GNIIT Uniqua Swift Not Aware

7

42

yes no

22

How the respondents came to know about GNIIT

How they came to know about GNIIT

Number of responses

Advertisements 25Friends 24GNIIT Alumni 3Website 2

Knowledge of IT in career building- Important/Fairly Important or Unimportant

Importance of IT Knowl-edge in career

Number of responses

Important 26Fairly Important 18Unimportant 0

Source of information regarding education and career

Info. regarding educa-tion/Career

Number of responses

Parents/Relatives 20Friends/Seniors 34Career Counselors/Teachers

22

Internet 26Newspaper 30TV 13Radio 2Magazine 3

2524

32

Advertisements Friends GNIIT Alumni Website

26

18

0

important fairly important unimportant

20

34

22

26

30

13

2

3

Parents/Relatives

Friends/Seniors

Career Counselors/Teachers

Internet

Newspaper

TV

Radio

Magazine

23

Reads newspaper/s

Reads newspaper/s Number of responses Yes 45

No 5

Newspapers read

Newspaper read Number of responsesTimes of India 24Hindustan Times 20Dainik Jagran 8Nav Bharat Times 13Punjab Kesari 4Hindu 2

45

5

Yes No

13

8

24

20

42

Navbharat Times

Dainik Jagran Times of India

Hindustan Times

Punjab Kesari Hindu

24



Number of responses

<15 min 13

15-30 min 2630-45 min 5>45 min 1



Number of responses

o-1 hr 41-3 hrs 243-5 hrs 18>5 hrs 1

Preferred time of watching TV

Preferred time of watch-ing TV

Number of responses

Morning 6Afternoon 3Evening 4Night 30Overnight 4

13

26

5

1

<15 min 15-30 min 30-45 min >45 min

4

24

18

1

<1hr 1-3hrs 3-5hrs >5hrs

6

3 4

30

4

Morning Afternoon Evening Night Overnight

25

Favorite TV Shows

Favorite TV shows Number of responsesTarak Mehta Ka Ooolta Chasma

6

Balika Vadhu 4WWE 2Indion Idol 16Chal Dhoom Dhoom 6Dance India Dance (DID)

19

Dragonball 1Roadies 5Splitsvilla 4Pratigya 6CID 4

Favorite TV shows Number of responsesComedy Circus 6Phineas and Ferbs 2Hannah Montana 1Man v/s Wild 1Desi Girls 1Stuntsmania 3Boogie Woogie 3Midnight Hot 2Two and a half men 3Zara Nach ke Dikha 2

6

4

2

16

6

19

1

5

4

6

4

6

2

1

1

1

3

3

2

3

2

tarak mehta

balika vadhu

wwe

indian idol

chak dhoom

did

dragonball

roadies

splitsvila

pratigya

CID

comedy circus

phineas ferbs

hannah montana

man v/s wild

desi girls

stuntsmania

boogie woogie

midnight hot

two and a half

zara nach ke dikha

26

Watches Reality TV

Watch Reality TV Number of responsesYes 40

No 7

Preferred genre on TV

Preferred genre on TV Number of responsesKids 2Spiritual 0Infotainment 2Movies 24News 14Sports 7Music 26Action 3General Entertainment Channels (GEC)

23

40

7

Yes No

23

3

26

7

14

24

2

2

GEC

Action

Music

Sports

news

movies

Info

Kids

27

Surfs Internet

Surfs Internet Number of responsesYes 38

No 12

Time spent on surfing Internet in a day

Time spent on surfing In-ternet in a day

Number of responses

<1 hr 151-3 hrs 163-5 hrs 4>5 hrs 3

Most visited websites

Most visited websites Number of responsesyahoo 13google 26gmail 8songspk 2youtube 6comicsforum 1santabanta 1wikipedia 1

38

12

Yes No

1516

43

<1hr 1-3hr 3-5hr >5hr

13

26

8

2

6

1

1

1

yahoo

google

gmail

songs pk

youtube

comicforum

santabanta

wikipedia

28

Watch videos online

Watches videos online Number of responsesYes 21

No 17

Made an online purchase

Time spent on mobile phones in a day

Time spent on mobile phone

Number of responses

<1hr 151-3 hrs 153-5hrs 2>5hrs 14

Made online purchase Number of responsesYes 7

No 31

21

17

yes no

7

31

yes no

15 15

2

14

<1hr 1-3hrs 3-5hrs >5hrs

29

Listens to radio

Listens to radio Number of responsesYes 34

No 13

Preferred time of listening to radio

How else do respondents prefer listening to music

Other preferences for lis-tening to music

Number of responses

CDs 9Online 6Ipod/MP3 Players 22Mobile 25

Preferred time of listen-ing to radio

Number of responses

Morning 9Midday 3Afternoon 4Evening 20Overnight 7

34

13

yes no

9

34

20

7

Morning Midday Afternoon Evening Overnight

9

6

22

25

CDS Online Ipod.MP3 Mobile

30



Number of responses

1-4 hrs 3



Hangs out at

Hangs out at Number of responses

Mall 15Market 33


Number of responses

1-4 hrs 1


3

6 6

20

12

2


1

4

10

13

9

13


15

33

mall market

31

Preferred mode of travelling

Preferred mode of travel-ling

Number of responses

Bus 27Auto 9Metro 16Personal Vehicle 17




Number of responses

Cinema Hall 13Cable 29Rented CDs/DVDs 9Buy CDs/DVDs 5Online 2DTH 5


Number of responses

None 71 to 5 315 to 10 6>10 4

27

9

1617

bus auto metro personal vehicle

7

31

64

None 1 to 5 5 to 10 >10

13

5

29

9

52

Cinema Hall DTH Cable Rented CDs/DVDs

Buy CDs/DVDs

Online

32

Plays video games

Plays video games Number of responsesYes 19No 30

If yes, preferred source of playing video games

Time spent on playing video games

Time spent on video games

Number of responses

<1 hr 71-3hrs 83-5 hrs 3>5hrs 0

Plays video games at/on Number of responsesOnline 7Playstation/CDs 5Gaming Cafe 4Mobile Phone 7

19

30

yes no

7

5

4

7

Online Playstation/CDs Gaming Café Mobile Phone

7

8

3

0

<1hr 1-3hr 3-5hr >5hrs

33

Discussion

1. Out of 50 students surveyed only 14 respondents could recall NIIT in unaided brand recall. But when asked if they have heard about NIIT, the 44 respondents could recollect NIIT. There is a need to make NIIT a first in mind brand to be able to surpass its competition, which also in-cludes many local players.

2. The testimonial style advertisement of GNIIT (Paromita, Ministry of New Zealand) that appeared in Education Times, a supplement of Times of India during the month of May, found it difficult to connect with the audience. Even those who accepted reading Times of India did not remember seeing the adver-tisement. (This was found when asked if they remember seeing the ad).

3. It was found in the survey with GNIIT students that 15 students were not aware before coming to an NIIT centre that Science stream in Class XII was not an eligibility criteria for GNIIT. Such questions also came up during the survey with Class XII pass students. This detail can also be included in the communication directed towards the target group.

4. As found in the survey, friends and peer group plays an important role in career decisions. Most GNIIT students got the information from their friends. Only 10 out of 50 respondents said that they got to know about GNIIT through advertisements. Communication that interests and engages the audience must be used so that it increases the WoM for GNIIT.

5. 4 students came to know about GNIIT through its website. In most centers the GNIIT batch included students who were weak in English language, yet surf the internet. If that is a part of the target group then GNIIT needs to make its communications understandable by the larger audience. The website uses words like “unfettered growth”, “vying for a career”, etc which are not understandable by those who do not come from a rich English background but still are active consumers of the GNIIT course.

6. 21 students out of 50 GNIIT students have not recommended the course to any person. Considering that WoM plays an integral part when coming to know of IT training centres, it is essential that the cur-rent students are satisfied with the course. When asked what they think about the course, most students were unsatisfied with the teaching.

7. Placement opportunity and interest in IT are the biggest reasons to choose GNIIT. The Placement advantage must be well communicated to the audience- directly and clearly. The top companies that are associated with GNIIT, may also be included in the communication. It is beneficial to speak to the audi-ence clearly so that it leads to least confusion.

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8. Only 9 out of 50 students looked for courses similar to GNIIT which is gives a sign that people trust NIIT when it comes to computer education. When asked why they did not look for any other course respondents said, “NIIT has been there for long enough, so we came here.”

9. 42 Class XII pass respondents were not aware of Bhavishya Jyoti Scholarships. There is a possibility that students get registered to avail this scholarship if they know about it in advance. This can be com-municated in the advertisements so that it acts as an incentive for the students to at least come till the NIIT centre.

10. The respondents felt that knowledge of IT is either important or fairly important in career building but no one responded by saying it is unimportant. This shows that they understand the significance and are may be to gain knowledge in the field.

11. When it came to getting information regarding education and career, Class XII pass respondents preferred “Friends/Seniors” followed by the newspaper and the internet. Internet is actively used by the respondents and must be used effectively beyond banner ads. The fact that the respondents are also ac-tive on social networking sites helps in targeting them in a much interactive manner.

35

Recommendations

1. Tie- ups with the schools can help NIIT in increasing the top of mind recall. The student workshops can be carried out at the centers, to make them aware of the centre’s presence and also so that large numbers of students are able recognize NIIT as a premier brand in computer education. This may help in creating a long term association with the brand. The concept if NIIT eguru can be further extended to make it successful at all levels.

2. Sponsor desktops/computers in a school and create a section which is “Powered by NIIT”.

3. Graduation colleges require sponsorships for their festivals and inter-college competitions. Some colleges also include competitions dealing with IT or computers. Sponsoring such competition which gives maximum visibility also an incentive to the winner (scholarship) to pursue the GNIIT course may help.

4. There may be a need to make Bhavishya Jyoti scholarship popular amongst its TG. Make Bhav-ishya Jyoti Scholarship an event of importance- a big thing to get by conducting a state level aptitude test. A scholarship that can make students become GNIITians for free.

5. Create success stories out of those who actually got their dream job/dream company through GNIIT. It makes sense to mention the companies like Google, Motorola, Siemens, GAIL, Intel, Godrej, ICICI, IBM, Hewlett Packard, in the communication so it adds a trust value to the advertisement. When one can commit that such companies are the placement partners it is clear that GNIIT has some caliber to deliver. Testimonials from these companies can also be used in the advertisements.

6. Simplify the language on the GNIIT website. Consumers are looking for direct information not why GNIIT is best but how it will help them in their career. Here is the link of the course from Aptech similar to GNIIT. The information is crisp and to the point. http://www.aptech-education.com/pages/courses/career-courses/accp.html

Also notice, the students enquiry form, is placed right next to the information saving the trouble of finding the form.

7. “Rewarding Careers in IT”, a paid article in newspapers which talks only about IT but mentions NIIT in the list of centers where IT education is trusted and is affordable. This can be done in both Hindi and English newspapers.

36

8. A cross branded activity wherein an online competition can be created. The participants have to make a real website for a new upcoming brand. The winners may be rewarded by cash prize and gift hampers and discount on the NIIT courses.

9. An IT fest by NIIT where all college students can participate. Add some cultural competitions each day. Make registrations compulsory not just for the participants but also for those who wish to attend it. It may help in getting maximum exposure as all colleges will put up posters in respective colleges announcing the competitions and also in getting the databases required to communicate with the target group.

10. Social networking sites can be used to interact with the TG as most make use of sites like Orkut and Facebook. The fan page of NIIT on Facebook has no discussions or posts. Posting news and cre-ating discussions on IT and its trends may induce more people to join in and create brand awareness. GNIIT page on Facebook is also dead and void of conversations.

11. Mobile and email marketing may also help in increasing the brand awareness since most are ac-tive users of both the mediums. Ask for registration of the mobile phones and on doing that reward them with a GNIIT t-shirt and a bag. Important notifications regarding seminars, test, offers, can be sent to the TG.

12. In the centres, in the waiting area keep a letter each near the seating space that says “Congratula-tions! You have been confirmed your job with Google”. This letter then goes on giving the details how the above said statement can be made true by GNIIT. These letters can also be mailed to the target groups.

13. Importantly the current GNIIT students need to be satisfied with the course. Anonymous feed-back systems, and counseling sessions may help in determining what needs to be done to improve the course.

14. Change the interface of an education supplement like Education Times to look like a website for a particular edition. Put the advertisements in form of banner ads and text like it looks in a website. The details under the mast head can become the url. The home page links can tell what is in the inside pages. The information on exam dates, admissions can be listed like google search results. Basically make it look like a website. NIIT can benefit from this sort of innovation in terms of brand building and recall.

37

15. Content to suit different mediums can also be created on the baseline- “That’s your difference”.

Often songs that are based on dreams, careers, team spirit, having bigger goals and aspirations are played on radio stations. These songs can be sponsored by NIIT. The follow up Voice Over may be - “This song was brought to you by GNIIT. That’s your difference. For course details SMS 0000 to XXXX.”

On Television as well, GNIIT can sponsor movies based on career, dreams, goals, aspirations etc. For example movies like Lagaan, Lakshya, Jo Jeeta Wahi Sikandar etc. and celebrate a week of “That’s your difference”. During the commercial break they can air brief snippets of the real-life stories of GNIITians who made it big and realized their dreams by getting the dream job or career by studying the GNIIT course.

16. In coffee shops like Barista, CCD keep 2 or 3 chairs that are different in color which say: GNIIT-That’s your difference.

17. Organize a chess competition in a mall. Keep GNIIT banners and other promotional material sur-rounding that playing area.

18. In Reality TV shows like Roadies, a competition that tests contestants on their IQ and Aptitude and selects “Sharpest Roadie” can be sponsored by GNIIT.

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AppendixQuestionnaire GNIIT Students

Client: GNIIT

Respondent: Current GNIIT students/graduates--------------------------------------------------------------------------------------------------------Name: _____________________________Age: ______________________________Gender: ___________________________NIIT Centre: _______________________

Q)How did you come to know about the GNIIT Program? Advertisement- TV Radio Newspaper Outdoor Internet Other ______ Friends Parents GNIIT Alumni NIIT website

Q)What prompted you to join GNIIT? Placement Opportunity Interest in IT Peer group Other Please Specify_____________________

Q) When did you enroll for GNIIT?Graduation 1st year Month_______________Graduation 2nd year- Month_______________

Q)Have you asked anyone to enroll for GNIIT? Yes No

Q)Which stream did you choose in your school?Arts Commerce Science

Q)You are pursuing your Bachelors in _________

Q) Were you aware that GNIIT does not require a science background in Class XII to be eligible for the course, prior to your interaction with GNIIT? Yes No

Q) Did you look for courses similar to GNIIT, before joining GNIIT? Yes No If yes, where did you get the information from? TV Radio Newspaper Outdoor Internet Other

Q) Do you read newspaper(s)? Yes No

If yes, name of the newspaper(s) 1)____________________(2)_____________________

How much time do you spend reading the newspaper? <15min 15min-30min 30min-45min More than 45 min

Q) How many hours do you spend in watching television? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) When do you prefer watching television? Morning(6am-12pm) Afternoon( 12pm -5pm) Evening (5pm-7pm) Night (8pm-11pm)Overnight(12pm- 5am) Q) Can you tell us your 5 favorite TV programs?a)_________________________ Channel__________b)_________________________ Channel__________c)_________________________ Channel__________d)_________________________ Channel__________e)_________________________ Channel__________

Q) Do you watch reality TV shows? Yes No

Q) Which genre do you like watching most on TV?• General Entertainment Channels• Action• Music• Sports• News• Movies• Infotainment• Spiritual • Kids

Q) Do you surf the internet? Yes No Q) If yes, how much time do you spend on the Internet? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) Which websites do you most visit?a)_________________________ (b)_________________(c)_______________________d)_________________________ (e)___________________________________

Q) How much time do you spend on checking emails? <10min 10min-30min >30min

Q) Are you a member on any of these social networking sites? If yes, please tick whichever applicable Facebook Orkut Ibibo Twitter Other Please Specify________________

Q) Do you participate in online contests? Yes No

Q) Do you watch videos online? Yes NoQ)Have you ever made an online purchase? Yes No

Q) How many hours do you spend on mobile phone, on SMS, calls, downloads? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) Do you listen to radio? Yes No What time of the day do you listen to the radio the most? Morning (6-10 am) Midday (10 am-3 pm) Afternoon (3-7 pm) Evenings (7 pm-12 midnight) Overnight (midnight-6 am)

Q) How else do you prefer listening to music? CDs Online IPod, MP3 Players Mobile

Q) On an average, how many hours do you spend at home on a weekday? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs

Q) On an average, how many hours do you spend at home on a weekend? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs

Q) Which are your favorite hangout zones?Malls________________________________Markets_________________________

Q) How do you travel to reach your destination? Bus Three-wheeler (Auto) Metro/Train Personal Vehicle

Q) How many movies do you watch in a week? None 1-5 5-10 >10

Q) Where do you watch most movies? Cinema Hall DTH Cable Operator Rented CDs, DVDs Buy CDs/DVDs Online Q) Do you enjoy playing video games? Yes No Q) If yes, where do you play video games? Online Playstation/ CDs Gaming Café

How many hours do you spend playing video games daily? <1hr 1hr-3hr 3hr- 5hr >5hr

Thank you for filling out our survey!

Name: _____________________________Age: ______________________________Gender: ___________________________Stream Class XII: _______________________

Q) Can you name any 3 IT(Computer) Training centers in Delhi?a)______________________b)____________________c)______________________Question 2, if NIIT not mentioned in Question 1, else skip to question 3Q) Have you heard of NIIT? Yes No Q) Please tick the NIIT programs that you are aware of. • NIIT GlobalNet+ GNIIT NIIT Uniqua NIIT Swift Not aware

Q) Are you aware of Bhavishya Jyoti Scholarships awarded by NIIT?Yes NoQ) How did you come to know about the programs/NIIT? Advertisement- TV Radio Newspaper Outdoor Internet Other ______ Friends Parents NIIT Alumni NIIT website Q) What is your opinion on importance of IT in career building?ImportantFairly ImportantUnimportant

Q) Which stream do you plan to graduate in?Arts Science Commerce

Where do you get your information regarding education and careers? Parents/Relatives Friends /Seniors/Career Counselors/Teachers Internet Newspapers TV Radio Magazines

Q) Do you read newspaper(s)? Yes No

If yes, name of the newspaper(s) 1)____________________(2)_____________________

Questionnaire Class XII pass students

How much time do you spend reading the newspaper? <15min 15min-30min 30min-45min More than 45 min

Q) How many hours do you spend in watching television in a week? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) When do you prefer watching television? Morning(6am-12pm) Afternoon( 12pm -5pm) Evening (5pm-7pm) Night (8pm-11pm)Overnight(12pm- 5am) Q) Can you tell us your 5 favorite TV programs?a)_________________________ Channel__________b)_________________________ Channel__________c)_________________________ Channel__________d)_________________________ Channel__________e)_________________________ Channel__________ Q) Do you watch reality TV shows? Yes NoQ) Which genre do you like watching most on TV?• General Entertainment Channels• Action• Music• Sports• News• Movies• Infotainment• Spiritual• Kids

Q) Do you surf the internet? Yes No Q) If yes, how much time do you spend on the Internet? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) Which websites do you most visit?a)_________________________ (b)_________________(c)__________________________d)_________________________ (e)___________________________________

Q) How much time do you spend on checking emails? <10min 10min-30min >30min

Q) Are you a member on any of these social networking sites? If yes, please tick whichever applicable Facebook Orkut Ibibo Twitter Other Please Specify________________

Q) Do you participate in online contests? Yes No

Q) Do you watch videos online? Yes No

21)Have you ever made an online purchase? Yes No

Q) How many hours do you spend on mobile phone, on SMS, calls, downloads? <1hr 1hr-3hr 3hr- 5hr >5hr

Q) Do you listen to radio? Yes No If yes, which is your favorite show on radio?______________________________________________________________

What time of the day do you listen to the radio the most? Morning (6-10 am) Midday (10 am-3 pm) Afternoon (3-7 pm) Evenings (7 pm-12 midnight) Overnight (midnight-6 am)

Who is your favorite RJ?_____________________

Q) How else do you prefer listening to music? CDs Online IPod, MP3 Players Mobile

Q) On an average, how many hours do you spend at home on a weekday? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs

Q) On an average, how many hours do you spend at home on a weekend? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs

Q) Which are your favorite hangout zones?a)________________________________(b)_________________________c)________________________________(d)_________________________

Q)Which are your favorite shopping areas?a)________________________________(b)_________________________c)________________________________(d)_________________________

Q) How do you travel to reach your destination? Bus Three-wheeler (Auto) Metro/Train Personal Vehicle

Q) How many movies do you watch in a week? None 1-5 5-10 >10

Q) Where do you watch most movies? Cinema Hall DTH Cable Operator Rented CDs, DVDs Buy CDs/DVDs Online Q) Do you enjoy playing video games? Yes No Q) If yes, where do you play video games? Online Playstation/ CDs Gaming Café Mobile Phone

How many hours do you spend playing video games daily? <1hr 1hr-3hr 3hr- 5hr >5hr

Thank you for filling out our survey!

Submitted to,

Mindshare, DLF Cyber City, Phase IIIGurgaon 122002

By,

Tejas TamhaneJICM, [email protected]

submitted to Mindshare as part of internship of 2 months

gniit survey report

Documents

respondents gniit students

gniit course

brand gniit

aware of gniit

niit niit

media habits

brand awareness of gniit

gniit logo