v47 10 step marketing plan edgardo basa
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Ten Step Marketing Plan fotr the University of ManilaTRANSCRIPT
10 STEP Marketing Plan for University of Manila
Edgardo V. BasaFebruary, 2010
5 Steps for Part 1(PTM and positioning)
1.Identify your target (PTM)2.What do they need (NWE)3.What are they choices (competitors)4.Where is the opportunity (gap)5.How big is the market (3Cs)
UM- PTM : Class D Students
1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students2.“Very” affordable College education-offers flexible payments and provides programs for working students3.Can choose MLQU.
4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students5.The Market size is P 7 B. UM covers P 312 M.
UM- PTM : Class D Students
5 Steps for Part 2(Marketing Mix & Strategy)
1.Product2.Price 3.Promo 4.Place 5.Generic Winning Strategy of Mix
UM’s 4 Marketing Mix & Winning Strategy
1.UM brand- Same quality education for Class D working and self-supporting students
2.Lowest cost per unit (300/unit)No miscellaneous fee, fixed tuitionfor four years
5 Steps for Part 2(Marketing Mix & Strategy)
3. Uses public school campaigns, grapevine, print ads
4. Limited to University Belt-Manila
5. Uses Low Cost Strategy and differentiation to win
Positioning to the Primary Target Market
Part 1:Steps 1 to 5
1.UM’s Primary Target Market
• Demographics (Age range, sex, social class, marital status)
• Lifestyle (what they do)• Behavior (when consume, how much,
how frequent, special concerns)
1.UM’s PTM: Class D Working Students
• Demographics 16-23, M/F , social class: D, single/married)
• Lifestyle (working students, self-supporting, young breadwinners, part time students)
• Behavior (schooling in the morning , work in the afternoon and evening
2. My PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceExpectations from the product
I want to be recognized as a graduate
I am complete when I earna degree and be eligible for
regular employment
2. My PTM’s NWD
THE NEED :To belong (social), To be recognized as a graduate andbe eligible to take the board exam/work,(Self-Esteem)
THE WANT:Students choose UM over other schools because of ….The same Quality Education, Accessibility, Prestige, Cost of tuition fee (price), flexible class schedule and payment scheme adaptive to under privileged students, credibility& awareness of the school, CHED and PACUCOA approval,
2. My PTM’s NWD
THE DEMAND
Students expect these when they enroll at UM :
Quality Education, Good instruction from competent Professors, a College life experience, To be trained equally with other Universities while working with less cost
3a. Direct and indirect products that address my PTM’s NWD
• List of Competitors products/ brands• Determine the variables that affect
choice of product, brand
3a. UM has many formidable competitors
• Direct: Private Colleges and Universities :NU, UE, MLQU, SAN BEDA,, CEU, LCC, HOLY SPIRIT, ARRELLANO UNIV., etc.
• Indirect : AMA Computer learning Centers, TESDA training centers, short time courses offered by small learning institutions
• Variables:Cost of tuition and subsequent increase , stringent rules for admission,reputation, pride, accessibility, success rate in board exams/employment
3b. Competitive Position Map
• Determine the 2 most critical variables • Make a position map plotting the
different competitors
2 Examples of Position Map
1.Tuition Cost vs. Student Status2.Brand vs. Positioning
Ensure size of bubbles= represent relative market shares of the brands
UM is #1 in niche: Low Tuition for under privileged- self supporting students
Tuition/ Student Status Matrix
Parent-supported Self-supporting
Scholar
High Tuition
Low Tuition
Tuition Cost vs. Student Status
UM
SBC
CEULCC
CHS UE
SSCNTC
SSC
UM unique positioning is shown in this competitive map
Many competitors focus on “ comfort ” and “quality” zone positioning
Positioning vs. Brand Matrix
UM SBC CEU LCC CHS UE FEU MLQU AU NU PSBA SSC TIP NTC
No Miscellaneous fees
Downpayment of Php 500
Guaranteed No increase in TF
Back accounts allowed up to 50 % of TF
No entrance Exam
Tutorial program for working studentsHigh Technology facilities
High Passing Rate in board exams
7 day schedule of classes
With branches or off-campus training facilityAirconditioned rooms
Majority of faculty having Doctorate degreesAll faculty members having Masteral degrees
4. Identify the gap between customers and competition
Where is the marketing opportunity?
What NWDs are not being addressed?
What can be the unique selling proposition for the new product (totally new or repositioned.)
4. UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION
UM is the only University • that accepts P 500 down payment-for
enrollment• No entrance examination• Fixed tuition fee until graduation
Example :2007- TF = Php 13,000 ( 21 units )2008- TF = Php 13,000 ( 21 units )2009- TF = Php 13,000 ( 21 units )2010- TF = Php 13,000 ( 21 units )
• Absolutely No Miscellaneous Fees
• Promissory notes admitted as long as proof of employment is presented
• Classes are held 7:30 am to 9:00 pm( 7 days a week ! )
• Tutotial Classes allowed (one on one with Professor – subject to validation exam by the office of the President )
4. UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION
4.UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION• Absolutely No Miscellaneous Fees
• Promissory notes admitted as long as proof of employment is presented
• Classes are held 7:30 am to 9:00 pm( 7 days a week ! )
• Tutotial Classes allowed (one on one with Professor – subject to validation exam by the office of the President )
5a. Based CHED/ industry data, total market for college students in Ubelt-Manila is P 8.3 BNAME OF SCHOOL LOCATION POPULATION
SAN BEDA COLLEGE MANILA 4,700 CEU MANILA 23,100
LACONSOLACION MANILA 2,477 COLLEGE OF THE HOLY SPIRIT MANILA 2,314 UNIVERSITY OF THE EAST MANILA 13,257 FAR EASTERN UNIVERSITY MANILA 28,285
MLQU MANILA 3,780 ARELLANO MANILA 4,671
NATIONAL UNIVERSITY MANILA 2,523 PSBA MANILA 11,021
SAN SEBASTIAN COLLEGE MANILA 4,841 TIP MANILA 13,340 NTC MANILA 3,940
UNIVERSITY OF MANILA MANILA 11,987 Total 130,236
Based on CHED Report on School profile – September,2009
5b. Based on UM data, where UM share is 4%, total market size is P 7.8 B
1.UM data ( Registrar’s office ): Enrolment receipt - P 312 M2. UM claims market share of 4 %3. Then Market for College students in University belt- Manila (market size) is P 312/ .04 = P 7.8 B
5c. College Enrolment data indicates a size of P 7 B
130,236 students enroll every sem. Average tuition fee is P 32 thou per semester125,036 x 2 x P35 thou = P 8.7 B
College Students’ enrolment in the Ubelt area
5. Concluded that College Student Market in the Ubelt area is P 8.3 B
1.CHED/Industry Data : P 8.3 B
2.Company Data : P 7.8 B
3. Usage Data : P 8.7 B
The mean is P 8.3 B ( This was used as the basis for estimating the size of the total college student market in the University Belt- Manila )
The Marketing Mix Strategy
Part 2:Steps 6 to 10
6a. Photo of product category
6a. The University Belt is dominated by Middle to Highend Colleges and University
6b. Product Description
• The University of Manila is a private educational institution that offers the following courses :
a. Business Ad/ Accountancy 4 years b. HRM 4 years c. Criminology 4 years d. Education 4 years e. ComSci 4 yearsf. Engineering 4 years
6b. Product Features
• The University of Manila produces high passing percentages for the following Colleges :
a. Accountancy 33 %b.Criminology 100 %c. Education 36 %d. Engineering 81 %
7. Price- UM offers the floor price of alltuition fee requirements in all Colleges and Universities in the University Belt
The classic pricing scheme beats all schemes provided by other schools :
1.No Miscellaneous fees• P 500 initial deposit-guaranteed
enrolment• No tuition fee increase- during the four
years of stay in the school• Flexible payment scheme
8a. Promo
Describe what you propose to do
• School campaign on high school graduating students• Grapevine utilizing current students• Print ads• Alumni contacts and referrals• 25 % discount is given to the third member of the siblings
enrolled in the school.• All students of UM are tagged then as “ SCHOLARS ”
8b. Competitor promo
Passive campaign to invite students to enroll
Alumni/ Alumna referral
Websites of respective Colleges and Universities
9. UM is situated at the University Belt- Manila
• Main Campus is located at the heart of Manila- Legarda st.
• Affililiate campus for the College of Criminology- Camp Crame
• Affiliate Campus for HRM:EMIRAMONA Hotel ( Tagaytay )Ermita Hotel ( Ermita Manila )Benguet Hotel ( Baguio )
10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy)• Low Cost Producer• Supply and Distribution Leverage• Differentiation• Niche
10. UM Strategy :Differentiation and Low Cost Strategy
UM’s main strategies are to use low cost and differentiation strategy.UM offers the lowest tuition fee for College students in the University Belt Area.UM also differentiates itself as a University that primarily offers flexible programs for working and self-supporting students.
.
10. UM Strategy :Differentiation and Low Cost Strategy
Target Market benefits from the flexible – low cost and negotiable payment scheme for its students who are underprivileged /self-supporting/early breadwinners
Students enjoy the same quality training and meet desired results (graduating/passing the board exams) at a lesser cost and at their pace.
SUMMARY
10 STEP Marketing Plan for University of Manila
5 Steps for Part 1(PTM and positioning)
1.Identify your target (PTM)2.What do they need (NWE)3.What are they choices (competitors)4.Where is the opportunity (gap)5.How big is the market (3Cs)
UM- PTM : Class D Students
1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students2.“Very” affordable College education-offers flexible payments and provides programs for working students3.Can choose MLQU.
4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students5.The Market size is P 8.3 B. UM covers P 312 M.
UM- PTM : Class D Students
5 Steps for Part 2(Marketing Mix & Strategy)
1.Product2.Price 3.Promo 4.Place 5.Generic Winning Strategy of Mix
UM’s 4 Marketing Mix & Winning Strategy
1.UM brand- Same quality education for Class D working and self-supporting students
2.Lowest cost per unit (300/unit)No miscellaneous fee, fixed tuitionfor four years
5 Steps for Part 2(Marketing Mix & Strategy)
3. Uses public school campaigns, grapevine, print ads
4. Limited to University Belt-Manila
5. Uses Low Cost Strategy and differentiation to win