Marketing Plan of APPLET-I - Research Paper Example

Marketing 08 March Marketing Plan Executive Summary: APPLET-i is a computer training service business located at Cochin. Computer training services, as shown in our plan, “have an excellent profitability level and growth rate. Our competitive edge along with new training techniques puts APPLET-i in the forefront of training services. We live in an age where computer knowledge is a must and the market for computer training services is booming” (Drive par. 1). Our training center differs from the traditional computer training services because of our added personal touch. “A Marketing Plan is a document that supplements a business plan and brings together all your market research so that you can work out exactly where your business is going and how it is going to get there” (Benefits of Marketing par. 1). Market research indicates a specific, growing need in areas related to products and services. The market strategy, based on a   cost effective approach, aims at attaining this clearly defined target market. The main marketing objective is to support continued profitability and growth by implementing the strategy in an effective manner. Mission: To promote individual excellence through the provision of quality training programs thereby building a strong brand image in the market. Environmental Analysis: The environmental analysis regarding the current situation of the organization or firm to the marketing environment (target market). The environmental analysis mainly considers the external factors influencing the market. There are a number of external factors they are, economic, competitive, political, legal (regulatory), technological and socio-cultural factors. These factors are also known as macro environmental factors. This study analyzes the strategic decisions for doing the market research. 1. Competitive Force:         The competition among the computer training centre is strong in Cochin. The company faces competition from many online education organizations. The main competitors for the company are Gtech and Aptech and 30 to 40 percent of market share are holded by them. But the new courses like I phone and I pad applications are only provided by the Applet-I. So at the initial stage we are not expecting much competition. 2. Economic Forces: The economic factors are used to reduce the overall cost, like promotion expenses and other expenses. Economy force is an important macro environmental factor because, these forces effectively make decisions how to operate the business. Most of the new generation business largely invests the amount to the promotional activities. APPLET-i, introducing the specialty in promotion. There are some new techniques are used with low cost comparing with the competitors. The main promotion tool is social networking sites such as face book, orkut etc. 3. Political Factors: No political influences is expected to affect the smooth operations of Applet-I 4. Legal Forces: By paying more attention in advertisement through Medias and through the direct contact of targeted customers, the company can reach upto the target groups. So we are keeping ourselves aside from distributing advertisements through mails (junk mails). 5. Technological Forces: In this most modern world technologies are changing second by seconds. The technological forces include the aspects of research and development, automation, the rate changes in technology etc. Technological forces influence the outsourcing decisions. The changes in technology can effects the cost, quality and make innovation like products, process, new technologies, services and ideas. In APPLET-i using the modern technology for its services. 6. Socio Cultural Forces: Today the people have a positive attitude towards the computer education. They find it as an easy and convenient way for attaining any certified course within a very short duration. They can learn it as a part course too. This is less time consuming and cost effective too. Company Analysis: APPLET-i is based at Cochin. It is a startup firm of computer training center. It is the first institution in Kerala which provides training in I Phone applications development and Q.T (Quick Time) programs. The major Computer training institutions in Kochi are: NIIT, Ravipuram Gtech, Panampilly Nagar Tandem,Veekshanam Road Aptech ,Ravipuram Arena Multimedia Computer Training, Mahatma Gandhi Road Lcc Mpact Computer Training, Banerji Road Cadd Centre Training Services Pvt. Ltd. Computer Training, Kacheripady Focuz Computers Computer Training, Mamangalam A2z Computers Computer Training, Udayamperoor Infolotus Software Solutions Computer Training, Thrikkakara Elmaq Computer Education Computer Training, M.G. Road Adac Division Killick Challenger Computer Training, Market Road North End Delta Cybertech Pvt. Ltd. Computer Training, Palarivattom Hi-tech Computer Education Computer Training, Kacheripady Nice Computer Centre Computer Training, Parur Mes Institute of Computer Sciences Computer Training, Banerji Road Manipal IT Education Computer Training, Aluva Ssi Ltd. Computer Training, Ravipuram Param Computers Computer Training, Kalamassery Nestsoft Technologies Warriam Road Intercad Systems Pvt Ltd JBCL Kashyap Radiant Ketees Killick Challenger Technologies Ltd. Kormatix Solutions Lakhotia Computer Centre LCC Mpact Archan Computer Services Benz Infotech Focus: The initial focus should be on students of Cochin, and then to students all over Kerala. Presently there is a lot of IT training institutions operating in Cochin. Here the scope is in providing two new courses like Qt and iOS (Inter network Operating System) programming. Currently, this is the first institution in Kerala providing these two courses. Market Needs: Quality: There should provide high quality training. Location and Availability: A lot of educational institutions are nearby APPLET-i. The courses like, QT and IPhone, Ipad application developments are newly introduced courses in Cochin. Variety: The course duration depends on the customer’s convenience. The duration starts from 6 months onwards.  Types of Courses Providing in APPLET-i Php Qt I phone, I pad applications C C++ IOS programming Positioning: “Product position refers to what the consumer thinks of a product, ie, low prices, best services etc.) when they make a purchase decision” (Tronstad 1). APPLET-I has introduced a training programme for new courses in Cochin, Kerala. It is focusing on creating a brand name of its own. It follows the skimming price strategy for its courses and it does not compromise on quality training. Using product differentiation, we are positioning Applet -i as the No.1 training institute in Cochin. The marketing strategy focuses on high quality training as the main feature differentiating the institute from other institutes of its kind. Location: It is near to cochin Shipyard A lot of colleges are situated close to the location Computer training institutions like NIIT, Aptech etc are located there. Advantages of the Location: It’s a crowded area of educational institutions and other financial sectors so the branding of APPLET-i is easy We can attract students from the other institutions because they aware about the new trends and opportunities in IT sector. SWOT Analysis:  SWOT analysis may be used to make decision when the situation demands. The analyzes of companies strength, weakness, opportunity and threat is a critical part of decision making. The strength and weakness depend on the internal factors of the company. External factors like legislation, changes in technology, and socio-cultural changes are included in the analysis. “It is the foundation for evaluating the internal potential and limitations and the probable/likely opportunities and threats from the external environment” (SWOT Analysis par. 2). Strength: The APPLET-i can build the following strength: APPLET-i is the first IT institution in introducing iOS programming Their innovative product is their main strength An Institute provides high quality training by well qualified professional trainers Good proximity to bus stop, colleges and other institutions Weakness: “Lack of brand awareness- As a start-up, Applet-i has not yet established a strong brand or image in the minds of the customers, whereas G-Tech and other rivals have strong brand recognition. This is an area which needs rectification, and promotion is the way out using promotion. High fee charged for the courses. They only have little market share as a start up institution” (Marketing Plan 7). Opportunities: iOS programming is a certified course, which provides high opportunities in IT sector. Most of the IT companies hires professionals who have updated knowledge on new software and application program High demand for the new courses Availability of latest technologies Threat: There are a lot of private computer centers in Cochin. NIIT, GTECH etc have a strong brand image in the minds of customers Lack of awareness among students regarding the new trends happening in IT sector Customer Segmentation: The company has segmented the customers mainly in two ways: Students and professionals, and corporate. Students and professionals College students and passed out engineering candidates are the focused customers. Infopark IT professionals Corporates Provide training for the personnel in IT firm on demand Marketing Mix: “The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps include Price, Product, Promotion, Place, People, Process, and Physical Environment. Traditional 4Ps are extended to encompass growth of service industry” (The Marketing Mix). Product: Qt and iOS are the main courses offered by APPLET-I and are the first ones to introduce in Kerala. They offer other short term courses also. Courses available in single or package. The duration of the courses is three months respectively. Defines specific time for theory and practical training Place: Lots of colleges and other institutes are available nearby APPLET-i The IT sector firm, Info Park is situated in Cochin. Proximity to bus stop and other infrastructure facilities are available. Price: The course fee for C language is 6500 The course fee for C++ language is 8500 The course fee for PHP is 17500 The course fee for QT is 34500 The course fee for iOS programming is 42500  Competitor Analysis: The main competitors of APPLET-i are, NIIT Aptech Gtech NIIT: “NIIT, India's leading IT training and Education Company with nearly 30 years of experience in training and placing young people of India was established in Kochi in 1987. Today the NIIT brand is fully accepted as well as endorsed by all the major It and It enabled companies in India and abroad and has become a by word for quality and skill standards” (NIIT par. 3). The Courses in NIIT Cochin Center are: CCNP CCSP CCNA CCDA MCTS MCITP STF SOLARIS 10 RHCE CompTIA Server+ Linux+ A+ & N+(2006 track) Diploma in Hardware & Networking. JOB ASSURED CAREER PROGRAMS: Diploma in Systems and Networking, Higher Diploma in Systems and Networking Aptech: “Aptech Computer Education is the IT education brand of Aptech Limited. Established in 1986, it is a pioneer in IT education. Through its wide network of centers in India and overseas, Aptech has so far trained 5 million students” (Aptech Computer Education par. 1). The company provides a course curriculum in accordance with the needs of the industry and it also provides updated courses all throughout. It provides high-quality learning materials to the students and faculty; they are developed by the company itself. The company also has a nationwide network of centres for its brands like Aptech Aviation and Hospitality Academy, Arena Animation, Aptech Hardware and Networking Academy. The courses offered in Aptech Cochin center are HTML Tally Java .NET CSS JavaScript C C# XML SQL ASP.NET Linux G-tec: “Glosoft Technologies Private Ltd. is an information technology company in the field of computer training, technology resourcing and knowledge consulting. It provides solutions through application of proven platforms and adaptation of emerging technologies” (G-tec Education par. 1). At each stage of software training and development training, they offer a well documented project management mile storms, software engineering practices, and also quality assurance parameters. The training division of G-Tec Computer Education has become one of the largest computer education networks in Kerala. The only computer education centre which is authorized by International and European Computer Union to conduct the programme of ICDL is G-Tech. It certified with ISO 9001:2008. The various courses they offered include: G-BASIC (1 month ) G-OPERATOR (3 months) G-ACCOUNTANT (2 months) PROGRAMING IN C (2 months) PROGRAMING IN C++ (2 months) ORACLE 9i (2 months) BASIC JAVA (3 months) J2EE - Java 2 Enterprise Edition (3 months) J2ME - Java 2 Micro Edition (3 months) J2SE - Java 2 Standard Edition (3 months) BASIC .NET (1 month ) VB.NET (3 months) ASP.NET (3 months) C#.NET (3 months) G-COOP (6 months) G-CCSA (6 months) LINUX (1 month ) PHP (2 months) SQL Server (1 month ) My SQL (1 month ) PERL (3 months) Market Need: Infrastructure Good trainer The trainer should have a deep knowledge about these courses. They should have experience in teaching field.  Marketing Strategy of Applet-i: The various marketing strategies adopted by the company are discussed below. Different strategies are used for different target groups. Marketing Strategy-1:  Our institution introduces marketing strategy – College Cracker, and this strategy collects database from the colleges.  Target customers: College students Collect database from colleges Find the engineering and non engineering colleges in Cochin. Fix  appointments Make presentations/aptitude test regarding the courses and collect a feedback about the presentation Prepare a list of students with that feedback forms Contact the listed students Implementation: The development executives should be involved in this strategy. Marketing strategy-2: This strategy is targeted for the alumni.   Target customers: Passed out students Conducting Free Seminars: Conduct free seminars regarding IT careers. The seminars can convince the importance and opportunities of the courses. Collect feedback from the participants. Contact the participants directly Collect Database from Colleges: Contact the placement cell of colleges Collecting database from shreds kerala Mass mailing Collecting database from recruitment location Implementation: The development executives should be involved in this strategy. Marketing strategy-3: Target customers: IT companies Collect database of IT companies in cochin Fix appointments List the companies which are in need of trained candidates Make a tie up with that companies Implementation: The development executives and the administration executive should be involved in this strategy. The managing director will finalize the tie with the IT companies Promotional Strategy: Promotional Strategy-1: Fee reduction for the students who participated in the presentation/aptitude test in colleges Fee reduction for the students who participated in the free seminars Provide scholarships for the students in APPLET-I based on their performance Fee reduction for the students who will pay the whole fees at the time of admission  Advantages: Get the course fee at the time of admission More students prefer to take admission in the seminar session The students have interest to study and we get a bright outcome from the           Courses Promotional Strategy-2: Placement will be provided for the right students in IT companies which have tied up with APPLET-I Offering free training session for skill development at the end of the course. Providing IT magazine for the students Advantages: Students will be in good companies, and we can use that database for our future promotion activities Can create a different image within the computer training institutions. Promotional strategy-3:  Seminars: Conduct seminars regarding IT careers and opportunities with a tie up with media, and that media will offer free magazine/weekly to the participants After the seminar, take feedback from the participants and this feedback includes the details of participants Advantages:  Participation of more passed out students With the tie up of media, branding will be more effective.  Promotional strategy-4: Advertisement: Advertise through radio mango: Before the inauguration  of APPLET-i Place hoardings on the location of colleges: For long term Advertise through railway station: Advertise in south railway station and north railway stations in Ernakulum. After one year, place add inside the trains. Advertise through television: Advertise in local cable channels in Cochin initially. Advertise in the college programs/seminars: Place ad. in the college seminars which focusing the students with in Kerala Advertise in IT magazine Advertise in news paper Advantages:  Create a brand image Most of the students get awareness about our courses.   Promotional strategy-5:  SMS: This is a bulk SMS sending program. Tie –up with Bulk SMS provider. The SMS should contain the new courses, duration and the location   Advantages:  Low cost, wide reach and faster response Promotional Strategy-6: Brochure should contain the course details, the advantages of the courses and the opportunities. Should place IT companies which are in need of our students. It contains the most relevant, appropriate comments about the courses. Issue brochures on the recruitment location  Advantages:  Includes the whole details of APPLET-i Offers the details of courses to each student.  Promotional Strategy-7:   Article Writing: Place article in IT magazine. The article should focus on the new opportunities of our courses There should be a mentioning of the need of IT companies based on our courses. Advantages:  Can place the name of APPLET-i to the readers mind. Reaches out to all type of customers. Promotional Strategy-8: Social Media: Make a community of APPLET-i in social media like Orkut, Face book etc. Create a blog and update new trends IT sector relevantly.   Advantages:  Create a brand image in an easy way. Social Medias are widely used by youngsters and it helps in attracting a lot of students. The new trends we applied in APPLET-i will reach quickly to the public.  Promotion Strategy-9:   APPLET-i Dhamaka: Place kiosk on the recruitment location, IT fest, entrance examination location of MCA, IIT courses etc. Form a lucky draw contest for the participants The lucky draw coupon should contain the details of the participants  Advantages:   Get huge Amount of Database: The students and the corporate will participate in the lucky draw contest.  Promotion Strategy-10: Place the image of APPLET-i as the cover page of C.D which includes the details of php, Qt courses and iOS Bring this C.D as a kit for the students at the time of admission  Advantages:  Branding of APPLET-i will become an easy task.  Marketing Implementation APPLET-I’s marketing effort will focus on the targeted customer groups like, college students and IT companies situated in Cochin. Company’s Chief Marketing Officer will be responsible for the overall marketing strategy execution and subordinate staffs will deal the two segments of customers. Action Programs: The institution will start its operation from April onwards. Following are the activities that the company is going to adopt for the next six months of the year. March: We will start our promotional activities to generate interest in the targeted customers. Chief Marketing Officer will be the in-charge. The staffs will visit the colleges and IT companies to explain about the institution and the different courses offered by us. April: We will go for issuing notice and advertisement targeting the customers. We will also prepare a marketing information system in order to evaluate the order from the customers and their satisfaction. For the first ten admissions discount in fee will be allowed. May: Will develop a tie-up with the IT companies to recruit the students of the institution. Will fix appointment and will conduct various seminars with the help of media and will collect feedback from the customers. June: Free mock training sessions will be organized. July: Will send bulk SMS and develop APPLET-i community in social media to attract youngsters. August: A customer satisfaction survey or analysis will be conducted for the purpose of future promotional activities. Evaluation, Control and Monitoring: The evaluation process looks the actual objectives of the company. The purpose of evaluation can be judging the quality of our services. The total budget of APPLET-i for the customer survey will be about 40 percent of the annual promotional budget. We anticipate a number of 100 joiners in the institution for the first 6 month. We will evaluate the implementation of market plan in terms of time and monitory requirements. As per the customer responses received from the survey we will plan further promotional activities. On the weekly basis we will evaluate and monitor our performances also. The Chief Marketing Officer compares the actual and planned activities on a monthly basis for the first 6 months. He will report to the Managing Director about this comparison and he will take necessary actions to reduce the difference, if any. Works Cited Aptech Computer Education. APTECH Computer Education. 2002. Web 08 March 2012. < http://www.makemycareer.com/courses-detail-page.php?id=488&cat_id=19&sub_cat_id=16> Benefits of Marketing. StartRunGrow. 2005. Web 08 March 2012. Drive, Bailey. Computer Training Service Business. Reference for Business. 2nd Edn. 2012. Web 08 March 2012. G-tec Education. G-tec Education. n.d. Web 08 March 2012. Marketing Plan. Scribd. n.d. Web 08 March 2012. NIIT. NIIT. n.d. Web 08 March 2012. < http://niitcochin.com/> SWOT Analysis. Management Study Guide. 2008. Web 08 March 2012. The Marketing Mix. Scribd. n.d. Web 08 March 2012. Tronstad, Russell. Product Position. n.d. 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