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Assessment of Marketing Strategy of Business Analytics course.
Analysis of Election campaign strategy for Rajahmundry Assembly Elections.
BY
Akash Roy 13BSPHH010036
Submitted to
Company Guide Mr. Arpit Tripathi,
Asst. Vice President
Project Guide Dr. Nasina Jigeesh Area Coordinator
Faculty of Operations & Systems IBS Hyderabad
Assessment of Marketing Strategy of
Business Analytics course.
• Planning– which formed the guideline
• Implementation – as achieved
• Further Course Of Action
DATAWISE Analytics Solutions
•Leading provider of analytics
•Unique methodologies for world class solutions
•Proven track record of best analytical solutions
•Presence with offices in New Jersey, and Hyderabad
•Cross industry Expertise
The Applicability of Analytics
Analysis, Reporting & Data Management
• Generating custom and standard reports
• Designing data models and constructing datasets for analysis
• List pulling, scoring databases etc
Insight Generation
• Generating insights from reports and
analysis
• Providing recommendations and
strategies
Analytical Modeling
• Modeling consumer behavior
• Statistical predictive modeling
• Model development, tracking,
recalibration, implementation strategy
Current Career Opportunities
38% - Managers
26% - Analysts
11% - Consultants
25% - Other job postings
Other job posting
Job posting related to Analytics
Projected Career Opportunities
During 2011
Continuous monthly 11% growth registered
During 2013
By 2018
Jobs in Analytics domain increased at over 1000 a month
Mckinsey Global Institute’s report says , there will be a shortage of 1.5 million analysts or managers and 140,000 – 190,000 positions open for data scientists
Business Analytics will reach $70.8b by growing
at 15% CAGR
Development of Certificate Course
in Business Analytics
Certificate Course in Business Analytics
Experience of Datawise from working with clients
Promising growth trend in Analytics both at present and near future
Analytics being the core competence of Datawise
Economics associated with Training and Development segment
Factors Affecting Target Market
Market can be segmented in variety of ways in them the classical method are :
Demography –age, gender, occupation
Geography – Region of the country Unban v/s Rural
Lifestyle – Hedonistic v/s Value oriented
More useful segmentation of the market is derived by comparing:
User status: User v/s Non user
Usage Rate : Light, Medium ,Heavy
Benefit Sought : Performance Oriented v/s Price oriented
• Graduate/Post graduate students specially in MBA who would take up analytics as their career
• Software professionals, who are trying to switch to analytics background for growth
• Entrepreneurs who seek Data-backed decisions
• Analytics Enthusiasts
Deciding Target Market
Positioning Statement
Positioning statement helps in specifying the position if the firm in the minds of target customer. It highlights
•The single most important claim
•The single most important support
Provide Comprehensive insight through real life case studies & helping understand the tools and techniques used in the industry
DATAWISE consists of people with more than 100 man years of work experience in the field of business analytics and research methodologies & has successfully conducted analytics courses and workshops across organizations in the industry
Promotional Mix
• e Marketing
• Below The line Advertisement
• Personal Selling
• Partnerships
• Trade Fares and Exhibition
e Marketing
Datawise Facebook Event page-
Datawise Mera-Events page-
Below The line Advertisement
The posters were put-up at the notice Boards various Software industries , Colleges across City for interested candidates to contact us
Personal Selling Identifying the
Target Companies /Individuals
• Based on Company profile
• Based on financials status
• Based on ease of accessibility(contacts)
• Based on business relations (if any)
Planning the Access point for conducting the
meet
• Through Walkins
• Through Referrals: friends/workers
• Through H.R appointment
• Through Previous business Contacts /High Officials
Assessing Impact of promotion &
marketing ,Deciding on Follow ups
• Throug vibes
• Commitments made
• Responses recieved
• Emails & telephon calls
Partnership with Hyderabad
Entrepreneurship society (H.E.S)
To access the entrepreneurs in specific we changed –
• Content
• Pricing
• Course period
• Promotional brochures
Trade Fares and Exhibition at Fro
East India Expo
Franchise India is credited for being the first and most successful company offering Pan-India expansion opportunity
•To expand your franchising network
• To develop your sales network meeting
potential, qualified franchisees
• To find partners or distributors
• To find new clients or licensees
Scalability of Business for Datawise & Promotion stage Pan India level for CCBA
Trade Fares and Exhibition at Fro
East India Expo
• Individuals who own their Training and development centers
• Entrepreneurs who are planning to enter the Training and development segment
• Educationists who are willing to try Innovative techniques to enhance their student capabilities
Trade Fares and Exhibition at Fro
East India Expo Brochures were distributed among the interested visitors at the Expo
Further Course of Action
The product is still between the Development and Introduction stage
Pharmacy-Companies 7, Educational Institutions- 4, I.T Companies- 9, Individuals contacted/followed-up through direct &mass marketing-158, Community of Entrepreneurial Start-up(s) on Internet-6.
Further Course of Action
In the same lines as partnerships with HES, we should try other partnerships with training institutions and marketing agencies for better reach to the Target segment
Consider above-the-line promotion at strategic areas and improve brand recognition
We might look in further in the Product Development so it can suite other target segment
Gain more inside knowledge so as to plan the right moment of approach
Analysis of Election campaign
strategy for Rajahmundry Assembly
Elections.
Company
data disclosure
Secondary data for
competitors action plan
Final strategy based on
present and future needs
Rajahmundry Constituencies
• The Electoral list
• The Voters Turnout Ratio
• Constituency specific information
• Previous Political Trends
• Socioeconomic Background
• Suggested Strategy for Campaigning
The Electoral list
747,243
Male
604,865
Female
1,352,108
Total Electorate
count
• Largest Constituency-
Rajahmundry Urban
• Smallest Constituency-
Gopalapuram
• 7 constituencies
• 2 SC reservations
• 91,134 First time voters
• 28,895 Young voters
The Voters Turnout Ratio
As per previous year trends, it is expected that approximately between
10.56 lakh to 11.49 lakh voters will turnout for this election with
78.14% to 85.37% turnout ratio.
.
1,074,223
1,260,974
1,352,108
815,493
1,013,567
1,116,281
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
2004 2009 2014*
Total Electorate
Voter Turnout
Previous Political Trends
Others 59,917
Others
136,495 Others 47,379
INC 351,925
INC 413,927 INC
357,449
BJP 411,956
BJP 265,107
PRP 253,437
TDP 355,302
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1999 2004 2009 Others INC BJP PRP TDP
Previous Political Trends
35.03% 34.97%
24.95%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Aruna Kumar Vundavalli
M. Murali Mohan UV Krishnam Raju
INC TDP PRP
Gopalapuram (SC) Anaparthy Nidadavole
Rajanagaram Rajahmundry Rural Kovvur (SC)
Rajahmundry City Voter %
Whereas INC had
stronghold in Anaparthy,
TDP was strong in
Gopalpuram and Kovvur.
0%
5%
10%
15%
20%
25% Have no assets
0% 2% 4% 6% 8% 10% 12%
Anaparthy
Gopalapuram (SC)
Kovvur
Kovvur
Nidadavole
Nidadavole
Rajahmundry (Urban)
Rajahmundry Rural
Rajahmundry Rural
Rajanagaram
Have TVs
Socioeconomic Background
0% 10% 20% 30% 40% 50% 60% 70%
Anaparthy
Gopalapuram (SC)
Kovvur
Kovvur
Nidadavole
Nidadavole
Rajahmundry (Urban)
Rajahmundry Rural
Rajahmundry Rural
Rajanagaram
Have bank accounts
0% 10% 20% 30% 40% 50% 60% 70%
Anaparthy
Gopalapuram (SC)
Kovvur
Kovvur
Nidadavole
Nidadavole
Rajahmundry (Urban)
Rajahmundry Rural
Rajahmundry Rural
Rajanagaram
Have mobiles
Suggested Strategy for Campaigning
Constituency Suggested Strategy
Anaparthy Advertisement at banks /SMS
Gopalapuram Adds in banks /SMS/ provide white goods for social upliftment
Kovvur (Rural) Advertisement at banks /SMS
Kovvur (Urban) Advertisement at banks /SMS/TV adverts
Nidadavole (Rural) SMS/provide white goods for social upliftment
Nidadavole (Urban) Advertisement at banks /SMS
Rajahmundry (Urban) Advertisement at banks /SMS/TV adverts/Email
Rajahmundry (Rural) SMS/provide white goods for social upliftment
Rajahmundry (Urban) Advertisement at banks /SMS/TV adverts
Rajanagaram SMS/provide white goods for social upliftment
Special Thanks to
Mr. N Jigeesh
Mr. Vinay Kumar Mr. Arpit Tripathi
Mr. Ajay. M Mrs. Nitika
Mr. Vamshudhar