Marketing Project Report Mumbai University

1. PROJECT REPORT
ON
“Branding of Kohinoor College of Paramedical Sciences”
TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN
MASTER OF MANAGEMENT STUDIES (MMS)
AS PER
UNIVERSITY OF MUMBAI
SUBMITTED BY
Vidur Pandey
(MARKETING)
Batch 2011-13
KOHINOOR BUSINESS SCHOOL,
KURLA, MUMBAI.

2. A PROJECT REPORT ON
―Branding of Kohinoor College
of Paramedical Sciences‖
SUBMITTED BY
Vidur Pandey
(MARKETING)
ROLL NO -43
Batch 2011 - 2013
UNDER THE GUIDANCE OF
PROF.Bharti Deshpande
CORE FACULTY - SPECIALISATION
UNIVERSITY OF MUMBAI
KOHINOOR BUSINESS SCHOOL,
KURLA, MUMBAI.

3. DECLARATION
I hereby declare that the project report entitled “Branding of Kohinoor
College of Paramedical Sciences” carried out at ―Kohinoor College of
Paramedical Sciences‖ is my work submitted in partial fulfillment of the
requirement for Degree of MASTER OF MANAGEMENT STUDIES
(MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS
SCHOOL, KURLA, MUMBAI and not submitted for the award of any
degree, diploma, fellowship or any similar titles or prizes.
Date: Signature: _______________
Place: Mumbai Student Name: ___________

4. CERTIFICATE
This is to certify that the project entitled ―Branding of Kohinoor College
of Paramedical Sciences‖ is successfully completed by ―Vidur Pandey‖
during the second year of her course, in partial fulfillment of the Masters
Degree in Management Studies, under the University of Mumbai,
through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.
Date:
Place: Mumbai Prof.Bharti Deshpande

5. ACKNOWLEDGMENT
I owe a debt of gratitude to those who were so generous with their time and expertise:
Many hands have toil to ensure that this project finally see‘s the light of the day. It requires
continues guidance, inspiration and support from many people and without their co-operation
this project wouldn‘t have been just completed.
I take this opportunity to express my sincere gratitude to my project guide Prof. Bharti
Deshpande who lived up to her designation and was a constant source of guiding light for me at
each and every step of execution of this project. I would also thank to Mrs. Sonal Satelkar
(Program Head, Kohinoor College of Paramedical Sciences) and Dr. Nidhi Kewalramani
(medical coordinator Kohinoor College of Paramedical Sciences) for supporting me to complete
this project with his presence all the while. I would like to thank from bottom of my heart to our
library staff for providing necessary books from library.
Special mention needs to be made about executives and esteem managers of the company
that I visited as they gave some valuable time to enhance my project in every possible way. No
words can express my feeling of gratitude for them.
Lastly I would like to thank my well wishers and colleagues who were a constant source
of inspiration and in some cases also motivation as it ultimately has to lead to the completion of
this project.
Finally I would also like give due credit to people who knowingly or unknowingly have
guided, supported me in the completion of this project as without their help this project would
have never seen day light
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6. EXECUTIVE SUMMARY
“What gets measured gets managed and what gets managed gets accomplished”
Education as a destination is a thing of the past, education is about the opportunities that
it opens up for you and the people who are in this business. Branding in ―education Sector‖ is
more than creating a brand name or a logo indulging in large media exercises. We would see it
as an exercise that helps to develop an identity that inspires people. Hence without being able to
establish a link with people an external branding exercise will be futile. In education creating a
brand- an identity and designing the service behind it, are becoming inspirable.
In a nation with a huge population eager to play their part – education in modern India
has the challenge to carte to futuristic needs coupled with inclusive growth. With increase in
number of trained and employable workforce, environment for academia- industry partnership
just got and better.
In a dynamic environment such as this, where the opportunity offered by the education
sector is only opening up some educational institutions may confuse branding in education with
creating noise gets to enroll in their institute. We have to understand that the approach of
branding and the role of education are the both changing parallely.
We believe,
―People don‘t love a brand – they love what the brand allows them to do or experience ‘‘.
What unites the people that connect with a brand is not a surface logo alone but the value
of the engagements it creates, much similar to education where the brand is not created as much
by the several ranking survey results as by the impact and the multiplying nature of its
underlying theme. So when education decides to use branding it will mean playing out the new
role of educational institutions who understands what modern day branding entails.
Hence education being branded holds opportunities and threats but with information,
connectivity and choices increasing, sustaining ―Branded Education‘‘ without lending meaning
would collapse like a pack of cards. But with the right attitude it could embrace a larger
community that will not only benefit but will want to contribute and own a part of the theme the
brand represents.
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7. In the context of the changing meaning of a brand and role of education, we would say
Education being is natural and hold promise. With the life transforming impact education can
make, it is inevitable to understand the synergy and changing environment.
A Paramedic is a Professional who helps the Doctors in specialized areas and facilities
for better diagnosis, treatment and therapy. The increase in number of patients, variety of
diseases and the demand for immense treatment have paved the way for paramedical
professionals who are expert technicians or therapists providing better quality towards Human
Health Care. Thus the field of paramedical sciences is gaining ever increasing importance and
demand, offering lucrative careers in the health sector.
Different promotion activities were carried out for branding process at Kohinoor College
of Paramedical Sciences. Advertisements in news papers, outdoor advertising, and flyer
distribution at CET exam centers were distributed, as well as advertisement in DNA Reknor
which was distributed with HSC (12TH) standard mark sheet. Apart from this KCPS has
conducted seminars where students and their parents were invited to give more information on
paramedical courses.
Institution will need to attract more and more students and increase its pool of potential
entrants and also ensure greater diversity from within the population. With corporate expanding
business by reaching out to markets beyond metros and cities, there is a greater need for
manpower in these areas. It would be extremely essential to have locally trained and skilled
manpower to fuel this growth. Hence educational institutes will need to increase the bouquet of
offerings and reach to larger populations.
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8. Table of Content
Chapter No. Topic Page No.
1 Introduction. 01
2 About the Kohinoor Group. 03
3 Kohinoor College of Paramedical Sciences. 08
4 Objectives of the study 13
5 Brand 14
5 What is branding? 22
6 How can branding benefit my business 23
7 Branding in Education 25
8 Branding of paramedical college. 29
9 India Education Industry Demand and 30
Opportunities.
10 Activity chart 35
10.1 Newspaper advertising. 36
10.2 Hoardings. 39
10.3 Brochure & flyer designing. 44
10.4 Website. 48
10.5 Inquiries 51
11 Promotion of the Brand 52
12 Conclusion 56
13 Annexure 57
14 Bibliography & webilography. 62
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9. INTRODUCTION.
Paramedical Science is that field of science which helps in providing assistance to
Doctors in treating their patients.
The stream of Paramedical Science ranges from Diagnostics to procedures to Therapies.
Eg: Laboratory Technology, Imaging Technology, Optometry technology, Dental Technology,
Dialysis Technology, Cardiac Care Technology, Physiotherapy, Occupational Therapy, Speech
Therapy, Bio-technology, Radiation Therapy, Critical Care Technology, Operation Theater
Technology, etc.
Paramedics are the key players in the Health & Medical Sector. Without paramedics, the entire
Health Industry is out of gear and is almost non-functionary.
A Paramedic is a Professional who helps the Doctors in specialized areas and facilities for better
diagnosis, treatment and therapy. The increase in number of patients, variety of diseases and the
demand for immense treatment have paved the way for paramedical professionals who are expert
technicians or therapists providing better quality towards Human Health Care. Thus the field of
paramedical sciences is gaining ever increasing importance and demand, offering lucrative
careers in the health sector.
List of paramedical colleges in Mumbai.
Colleges Address & Contact
No College Name
Details
Ali Yavar Jung
K.C. Marg Bandra Reclamation,
National
Bandra (W),
1 Institute for the
Mumbai – 400 050
Hearing
Phone : 022 – 26400215/0228
Handicapped
All India Institute Haji Ali, K. Khadye Marg,
of Physical Mahalaxmi,
2
Medicine & Mumbai – 400034
Rehabilitation Phone : 91-22-24964331, 32
9

10. (AIIPM)
Dr. Babasaheb Ambedkar Road,
Lokmanya Tilak
Sion,
3 Municipal
Mumbai – 400 022 India
Medical College
Phone : 91-022-24076381
Dr. AL Nair Road,
T.N. Medical
4 Mumbai – 8
College
Phone : 022- 23081490-99
Acharya Donde Marg, Parel,
Seth G.S. Medical
5 Mumbai 400 012
College
Phone : 91-22-24136051
P.G. Section, 215, IV floor,
Tata Memorial Service Block Building, Tata Memorial Hospital, Parel,
6
Centre Mumbai – 400012
Phone : : 91-22-24177000 Ext. 4665
B Y L Nair
Dr. A.I., Nair Road,
7 Hospital & T.N.
Mumbai-400 008
Medical College
8 MGM Medical M.G.M. Medical College Junc.of Nh-4 & Sion Panvel
college Expressway, Kamote
022-27423404, 27423002, 274224
Scope in paramedical:-
Healthcare Human Resource: WHO 2006 report
Shortage of Medical and Paramedical Manpower
Doctors Per 1000 Population Paramedics and Supportive
staff per 1000 Population
WHO Standards 1 8
India 0.7 0.9
World Average 1.5 3.3
Developing Country 1.8 1.8
Average
Currently India requires 12Lakh Doctors and 96 Lakh Supportive staff which is on higher side as
compare to 4 Lakhs Doctors and 11 Lakh supportive staff
Global Healthcare Scenario
Healthcare Scenario of India compare to other Nations
Country Healthcare Per Capita Infant maternal Life
Expenditure health Spend Mortality Mortality Expectancy
% PPP$ Rate (per ratio (per 1 at Birth In
1000 birth) lakh live years
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11. birth)
India 5.2 91 56 450 63
China 4.7 277 23 45 72
Sri Lanka 4.3 163 12 58 71
UK 8.1 2560 6 8 77
USA 15.4 6096 8 11 75
About the Kohinoor Group.
The Kohinoor Group which has been in existence for over four decades has business
interests in the Education, Hospitality, Real Estate and Power sectors. Over the years, Kohinoor
has earned a distinguished name for itself in all these sectors and is constantly on the path of
growth.
Principal MANOHAR JOSHI founded the Kohinoor Group in 1961 with a modest beginning in
education. The Kohinoor Technical Institutes, which impart vocational technical education, have
since become a national network of training centers spread across India. Over 200000 students
have passed through its portals and the number continues to grow.
The Kohinoor Group moved into the Hospitality Sector in the eighties through Kohinoor
Continental and various Banquet Venues and Facilities in Mumbai. Restaurants and Fine Dining
Eateries were part of the organic growth seen in this area through the nineties.
Real Estate Development Ventures began in the same period and have been the core competence
and expertise area for the Chairman and Managing Director of the Kohinoor Group UNMESH
JOSHI. An Architect by education, Unmesh Joshi has over the years put together a team of
construction industry professionals who are amongst the best in the country. Excellent
residential, commercial and educational complexes dot Mumbai and Pune, as a testimony to the
Group's prowess in this sector. In addition it has entered the eco-friendly renewable energy
generation business as a windmill power producer.
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12. As the Kohinoor Group moved into the new millennium it has chosen to focus on education and
hospitality as its sectors of global focus and interest while it continues to grow in real estate
development ventures through its planned expansion thrust, in this area.
The Group has a unique management structure and style that is based on speed and collaborative
team spirit, at its core.
Kohinoor hospitality
'Atithi Devo Bhava', in Sanskrit, means the guest is god personified. The tradition of
receiving guests, in India, is thus social ritual that has at its core, a focus on what the guest needs
in order to make his trip comfortable, satisfying and memorable. This thus is the driving spirit
behind Kohinoor's hospitality ventures as well as the hospitality education projects: a constant
desire to do better, in this field.
Kohinoor's trust with the hospitality industry began with the Kohinoor Continental, a four star
deluxe property near the Chattrapati Shivaji International Airport of Mumbai.
The Group has various Banquet Hall and Fine Dining Facilities and Restaurants spread across
Mumbai and Pune.
As India grows, so will the hospitality industry. The tourism industry offers potential for
domestic Indian tourists as well as the global tourism market. The sheer range of facilities and
destinations that can be developed in India offer a future full of excitement for Kohinoor.
The Intra-Group capability in Real Estate Development melds easily into this sectors importance
for Kohinoor. Synergies have been developed, tested and deployed by the Group in this area and
are sought to be developed further through specialized consulting and advisory services through
its educational institutions.
The Kohinoor Group is in the process of developing new models of hospitality services and
propositions to the mass market segments in India, specially the business traveler segment.
International tie-ups and collaborations are under discussion and will usher in new avenues for
Kohinoor - Indiawide and Worldwide.
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13. Kohinoor real estate.
Kohinoor Group has one of the best teams of real estate development professionals
working on its varied projects. From Residential Complexes to Commercial Office Complexes
and from facilities planning to interior designing and implementation, Kohinoor has delivered
turnkey services to its customers across a very wide spectrum.
Challenges have been the rule of the day in the in this area for Kohinoor but, setting up new
records and performance benchmarks has become a way of life for each team member, here. An
educational complex was built and delivered in 180 days. Refurbishment and extension of a
hotel property was taken up and delivered without a single day's occupancy loss. Redevelopment
of residential property in the congested suburbs of Mumbai while rehousing tenants with least
bother, ahs been a routine exercise for the team. Developing rural scapes and property where
even basic amenities were absent has made the team expert at resource management. Team
Kohinoor delivers in all contexts and transcends its teammember's capacities regularly, through
the magic of teamwork.
New projects are taking the real estate team toward township and multi-use property
development challenges in Mumbai and other cities of India.
Creating and delivering a standard of living, is the best way to describe Kohinoor's real estate
venture activity!
Kohinoor power
Kohinoor‘s Power ventures are a reflection of its commitment to sustainable
development and alternative technology engagement. An idea whose time will come, the future,
and its impact : here and now!
In its constant bid to expand and make its presence felt in several directions, the Kohinoor Group
made its foray into the Power sector with Kohinoor Power Company in 2001.
Kohinoor Power Company launched its own environment friendly wind energy project in this
year in association with Enercon India Limited. The project is located in Sangli district and
supplies power to the Maharashtra State Electricity Board (MSEB)
Kohinoor education.
13

14. Education has always been one of the main areas of interest for the Kohinoor Group. The
Group started with Technical education for the vast majority of academically average but
technically skilled students in the '60s. Right from the beginning, the courses of Joshi's Kohinoor
Technical Institute (JKTI) have always been employment oriented. With the changing times,
new courses were added and existing courses modified to meet changing needs. Gradually,
vocational courses and special courses for ladies were also added. Alliances were also forged
with corporates and government bodies to increase employment opportunities.
Global educational needs and delivery systems have undergone a sea change over the past
decade and it is vital that we keep pace with this change. Kohinoor's approach has always been
futuristic.
“We have always strived to anticipate the needs of the future and fulfill them.
'Making the future happen in the present' is our motto”
Unmesh Joshi
Chairman & Managing Director,
Kohinoor Group
Kohinoor in Education since 1961.
1. Joshi‘s Kohinoor Technical Institute (1961)
2. Kohinoor IMI School of Hospitality Management (2000)
3. Kohinoor Business School (Khandala) (2002)
4. Kohinoor Business School (Kurla) (2010)
5. Kohinoor International School (ICSE School) (2010)
6. Gandhi Bal Mandir (Government Aided school) (2008)
7. Sports Education Development India Ltd. (School for Cricket Education) (2009)
8. Kohinoor College of Paramedical Sciences (2011).
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15. Vision and philosophy of Kohinoor group.
Vision
To Grow Perpetually
Philosophy
To achieve sustained and enduring excellence in every activity by creating an environment for
partners, customers, vendors and stakeholders for win-win alliances and for empowerment of
employees to ensure growth.
To achieve our vision through:
Total Quality Consciousness
Social welfare through integrity and ethical business practices
A sleek Organisation structure
Continuous learning
Instant and accurate decision making
Focus on positive attitude of each employee
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16. Kohinoor College of Paramedical Sciences.
Kohinoor College of Paramedical Sciences, a division of Kohinoor Hospitals is
established with an objective to create paramedical technicians to serve the booming health care
industry in India and abroad. The college also aims at enabling students to enhance job
prospects and hone their entrepreneurial skills in the paramedic sector.
Paramedical science is an inseparable part of the health care system and runs parallel to medical
science in the diagnosis and treatment of diseases. Diagnostic tools like the clinical laboratory,
the X-ray, the ultrasound, CT and other invasive or non-invasive methods are part of the
paramedical system.
With the development of medical science and its attendant spurt in complex mechanization of
medical equipment, there had been an inadvertent growth in paramedical science and there is an
ever increasing demand of trained paramedical manpower in Indian subcontinent also reflected
in Prime ministers council on trade and industry(1). This automatically prompted a demand for
trained paramedical manpower. Thus paramedical education becomes an important and integral
part of medical education and is the backbone of health care delivery system.
Kohinoor College of Paramedical Science is a Division of Kohinoor Hospital.
This College was established in 2011 and is currently offering 6 B.Sc. Degree Programs and 3
diploma programs of AICTE.
The Lectures are conducted in Kohinoor Education Complex and the Practical training is
imparted at Kohinoor Hospital. The 2 facilities are in adjoining premises.
The faculty comprises of practicing Doctors, Technicians and Academicians.
Courses at KCPS.
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17. 1. Bachelor/B.Sc. In Medical Laboratory Technology (BMLT)
2. Bachelor/B.Sc. In Medical Imaging Technology (BMIT)
3. Bachelor/B.Sc. In Anesthesia and Critical Care Technology (BACT)
4. Bachelor/B.Sc. In Optometry and Ophthalmic Techniques (BSCHOT)
5. Bachelor/B.Sc. In Medical Record Sciences and Health Information Technology
(BMRHIT)
6. Bachelor/B.Sc. In Radiation Therapy Technology (BRTT)
7. Diploma in Medical Laboratory Technology (DMLT)
8. Diploma in Radio Imaging Technology (DRIT)
9. Diploma in Optometry Technology (DOPT)
Why KCPS?
1. 50 years of experience in Education Sector.
2. Expertise of running professional as well as vocation courses.
3. Well qualified faculty and eminent doctors on the advisory panel.
4. Practical training in the state of the Art Multispecialty Hospital having latest technology.
5. Rich and in depth syllabus from IGNOU.
6. Regular Observer ship in specialization department.
7. Well stocked Library.
8. Advance Computer laboratory.
9. Efficient Placement team.
10. Continuous efforts for tie-up for placements.
11. Regular lecture series by guest lecturers and practicing doctors.
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18. 12. Lecture conducted in a plush education complex having all educational as well as
recreational facilities such as canteen, games rooms, etc.
13. Personalized attention to each student‘s progress in class.
14. Regular counseling sessions for students.
The Mission of Kohinoor College of Paramedical Sciences is:
• To provide relevant and quality education, which will groom individuals, to serve the
healthcare industry with utmost attention and dedication?
• To inculcate required discipline amongst the students that will help them contribute in
saving lives.
Our Vision:
To become a leading campus in India to offer careers in the field of Paramedical Sciences.
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19. 19

20. Kohinoor hospital.
Kohinoor Hospital is 175 beds Multispecialty Hospital in the central suburbs of Mumbai.
It is a part of the prestigious Kohinoor City Project at Kurla West with close proximity to
Vidyavihar Station
It is Asia‘s first and World‘s Second Hospital to have the Platinum Leed Certificate.
Kohinoor Hospital is headed by Ms. Madhavi Unmesh Joshi, Director Kohinoor Group, who is a
Science Graduate and has done her Post Graduation in Hospital Administration from Symbiosis
University.
The Operational Head of Kohinoor Hospital is Dr. Rajeev Boudhankar, Vice President-
Kohinoor Hospital, who has a vast experience of more than 30 years in the Medical Profession.
He holds various degrees such as MD, Ph.D. and MHA and all of these are from prestigious
Institutes such as Grant medical College, Bits Pillani and TISS.
Facilities at Kohinoor Hospital
 More than 15 outpatient clinics
 4 well equipped operation theatres
 27 bed S.I.C.U / I.C.C.U
 Well equipped 6 bed N.I.C.U
 6 bed dialysis unit
 Well designed LDRP suite
 Cardiac catheterisation lab
 Blood bank and pathology lab
 Round-the-clock radiology and imaging with CT/MRI scan facility.
 Clinics for Optometry and Dental Technology
 Cardiac diagnostics, 2D echo / stress, colour doppler, PFT
 24 hr pharmacy.
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21. Kohinoor education complex.
Kohinoor education complex in kurla is 3.5 lakhs sq.ft facility accommodating the
following educational institutes of Kohinoor group:
Kohinoor business school and Kohinoor management schools offer Mumbai University and
AICTE Degrees / Post Graduate Diploma in Management.
Kohinoor College of Paramedical Sciences offers degree/diplomas in various streams of
paramedical science.
The education complex is fully air-conditioned and has state of art classrooms with projection
and audio facilities in each class room. The complex has a canteen facility and recreation facility
for students. The complex has a proposed state of art 700 seater auditorium.
Objectives of the Study
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22.  To understand the Concept of Branding in education sector.
 To improve brand awareness of Kohinoor College of Paramedical Sciences.
RESEARCH METHODOLOGY:
INTRODUCTION:
Research methodology is a way to systematically solve the research problem is to how
research is done scientifically. It consists of the different steps that are generally adopted
by the researcher to the study his research problem along with logic behind them. It is
necessary to the researcher to develop certain tests.
Primary Data: Data was collected by advertising company‘s marketing executives while
negotiating for the advertising rates. It was also collected through various education consultants,
senior students, students coming for inquiry at KCPS as well as talking to senior doctors.
Secondary Data: Data has been collected through articles published in Journals, Magazines and
books and from the past year Data of KCPS. Information has also been obtained through the net
from various sites.
Brand
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23. What is a brand?
Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a
hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to
label with a trade mark.
A short history of brands
The word brand comes from the Old Norse brandr, meaning to burn, and from these
origins made its way into Anglo-Saxon. It was of course by burning that early man stamped
ownership on his livestock, and with the development of trade buyers would use brands as a
means of distinguishing between the cattle of one farmer and another. A farmer with a
particularly good reputation for the quality of his animals would find his brand much sought
after, while the brands of farmers with a lesser reputation were to be avoided or treated with
caution. Thus the utility of brands as a guide to choice was established, a role that has remained
unchanged to the present day.
A brand connects four crucial elements of an enterprise.
 Customers
 Employees
 Management
 Shareholders
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, and jingles and so on to certain associations in
memory. It consists of both brand recognition and brand recall. It helps the customers to
understand to which product or service category the particular brand belongs and what products
and services are sold under the brand name. It also ensures that customers know which of their
needs are satisfied by the brand through its products (Keller). Brand awareness is of critical
importance since customers will not consider your brand if they are not aware of it.
There are various levels of brand awareness that require different levels and combinations of
brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind
Awareness occurs when your brand is what pops into a consumers mind when asked to name
brands in a product category. For example, when someone is asked to name a type of facial
23

24. tissue, the common answer is ―Kleenex,‖ which is a top-of-mind brand. Aided Awareness occurs
when a consumer is shown or reads a list of brands, and expresses familiarity with your brand
only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your
brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to
consumers as making it better than the other brands in your market. The distinctions that set your
product apart from the competition are also known as the Unique Selling Point or USP.
Brand elements
Brands typically are made up of various elements, such as
1. Name: The word or words used to identify a company, product, service, or concept.
2. Logo: The visual trademark that identifies the brand.
3. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper
towels. "Can you hear me now" is an important part of the Verizon brand.
4. Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.
5. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are
trademarked elements of those brands.
6. Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
7. Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous
example.
8. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
9. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and
spices for fried chicken.
10. Movements: Lamborghini has trademarked the upward motion of its car doors.
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25. What is a logo?
To understand what a logo is, we must first understand what it is for.
A logo is for… identification.
A logo identifies a company or product via the use of a mark, flag, symbol or signature.
A logo does not sell the company directly nor rarely does it describe a business. Logo‘s derive
their meaning from the quality of the thing it symbolises, not the other way around – logos are
there to identity, not to explain. In a nutshell, what a logo means is more important than what
it looks like.
To illustrate this concept, think of logos like people. We prefer to be called by our names –
James, Dorothy, John – rather than by the confusing and forgettable description of ourselves
such as ―the guy who always wears pink and has blonde hair‖. In this same way, a logo should
not literally describe what the business does but rather, identify the business in a way that is
recognisable and memorable.
It is also important to note that only after a logo becomes familiar, does it function the way it is
intended to do much alike how we much must learn people‘s names to identify them.
The logo identifies a business or product in its simplest form.
Summary:
Brand –The perceived emotional corporate image as a whole.
Identity – The visual aspects that form part of the overall brand.
Logo – Identifies a business in its simplest form via the use of a mark or icon.
Brand name
The brand name is quite often used interchangeably with "brand", although it is more correctly
used to specifically denote written or spoken linguistic elements of any product. In this context a
"brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand
owner as the commercial source of products or services. A brand owner may seek to
protect proprietary rights in relation to a brand name through trademark registration and such
trademarks are called "Registered Trademarks". Advertising spokespersons have also become
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26. part of some brands, for example:Mr. Whipple of Charmin toilet tissue and Tony the
Tiger of Kellogg's Frosted Flakes.
Types of brand names
Brand names come in many styles. A few include:
1) Initialism: A name made of initials such as UPS or IBM
2) Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
3) Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or
Dunkin' Donuts
4) Evocative: Names that evoke a relevant vivid image like Amazon or Crest
5) Neologisms: Completely made-up words like Wii or Kodak
6) Foreign word: Adoption of a word from another language like Volvo or Samsung
7) Founders' names: Using the names of real people,and founder's name like Hewlett-Packard,
Dell or Disney
8) Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
9) Personification: Many brands take their names from myth like Nike.
The act of associating a product or service with a brand has become part of pop culture.
Most products have some kind of brand identity, from commontable salt to designer jeans.
A brandnomer is a brand name that has colloquially become a generic term for a product or
service, such as Band-Aid orKleenex, which are often used to describe any brand of adhesive
bandage or any brand of facial tissue respectively.
Brand identity
The outward expression of a brand – including its name, trademark, communications, and visual
appearance – is brand identity. Because the identity is assembled by the brand owner, it reflects
how the owner wants the consumer to perceive the brand – and by extension the branded
company, organization, product or service. This is in contrast to the brand image, which is a
customer's mental picture of a brand. The brand owner will seek to bridge the gap between the
brand image and the brand identity.
Effective brand names build a connection between the brand personality as it is perceived by
the target audience and the actual product/service. The brand name should be conceptually on
target with the product/service (what the company stands for). Furthermore, the brand name
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27. should be on target with the brand demographic. Typically, sustainable brand names are easy to
remember, transcend trends and have positive connotations. Brand identity is fundamental to
consumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However,
over time, a product's brand identity may acquire (evolve), gaining new attributes from
consumer perspective but not necessarily from the marketing communications an owner
percolates to targeted consumers. Therefore, brand associations become handy to check the
consumer's perception of the brand.
Brand identity needs to focus on authentic qualities – real characteristics of the value and brand
promise being provided and sustained by organizational and/or production characteristics.
Brand trust
Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world,
the intangible aspect of Brand trust impacts the behavior and performance of its business
stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all
stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses
normal people who have an indirect or direct stake in the organization into devoted ambassadors,
leading to concomitant advantages like easier acceptability of brand extensions, perception of
premium, and acceptance of temporary quality deficiencies.
The Brand Trust Report is a syndicated primary research that has elaborated on this
metric of brand trust. It is a result of action, behavior, communication and attitude of an entity,
with the most Trust results emerging from its action component. Action of the entity is most
important in creating trust in all those audiences who directly engage with the brand, the primary
experience carrying primary audiences. However, the tools of communications play a vital role
in transferring the trust experience to audiences which have never experienced the brand, the all
important
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28. Visual brand identity
The recognition and perception of a brand is highly influenced by its visual presentation.
A brand‘s visual identity is the overall look of its communications. Effective visual brand
identity is achieved by the consistent use of particular visual elements to create distinction, such
as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand
mark, or logo. In the United States, brand identity and logo design naturally grew out of the
Modernist movement in the 1950s and greatly drew on the principles of that movement –
simplicity (Mies van der Rohe‘s principle of "Less is more") and geometric abstraction.
Derived brands
In this case the supplier of a key component, used by a number of suppliers of the end-
product, may wish to guarantee its own position by promoting that component as a brand in its
own right. The most frequently quoted example is Intel, which positions itself in the PC market
with the slogan (and sticker) "Intel Inside".
Brand extension and brand dilution
The existing strong brand name can be used as a vehicle for new or modified products;
for example, many fashion and designer companies extended brands into fragrances, shoes and
accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.
Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant
guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other
rubber products such as shoes, golf balls, tennis racquets and adhesives.
There is a difference between brand extension and line extension. A line extension is when a
current brand name is used to enter a new market segment in the existing product class, with new
varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they
stayed within the originating product category: non-alcoholic carbonated beverages. Procter &
Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring
products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.
The risk of over-extension is brand dilution where the brand loses its brand associations with a
market segment, product area, or quality, price or cachet.
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29. Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a supplier can
choose deliberately to launch totally new brands in apparent competition with its own existing
strong brand (and often with identical product characteristics); simply to soak up some of the
share of the market which will in any case go to minor brands. The rationale is that having 3 out
of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if
much of the share of these new brands is taken from the existing one). In its most extreme
manifestation, a supplier pioneering a new market which it believes will be particularly attractive
may choose immediately to launch a second brand in competition with its first, in order to pre-
empt others entering the market.
Individual brand names naturally allow greater flexibility by permitting a variety of different
products, of differing quality, to be sold without confusing the consumer's perception of what
business the company is in or diluting higher quality products.
Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten
detergent brands in the US market. This also increases the total number of "facings" it receives
on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of
the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the
hotel business, Marriott uses the name Fairfield Inns for its budget chain
(and Ramada uses Rodeway for its own cheaper hotels).
Cannibalization is a particular problem of a "multibrand" approach, in which the new brand
takes business away from an established one which the organization also owns. This may be
acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price
the organization is willing to pay for shifting its position in the market; the new product being
one stage in this process.
Private labels
Private label brands, also called own brands, or store brands have become popular.
Where the retailer has a particularly strong identity (such as Marks & Spencer in
the UK clothing sector) this "own brand" may be able to compete against even the strongest
brand leaders, and may outperform those products that are not otherwise strongly branded.
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30. Individual and organizational brands
There are kinds of branding that treat individuals and organizations as the products to be
branded. Personal branding treats persons and their careers as brands. The term is thought to
have been first used in a 1997 article by Tom Peters. Faith branding treats religious figures and
organizations as brands. Religious media expert Phil Cooke has written that faith branding
handles the question of how to express faith in a media-dominated culture. Nation
branding works with the perception and reputation of countries as brands.
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31. What is branding?
Introduction
Almost every business has a trading name, from the smallest market trader to the largest
multi-national corporation. Only a minority of those businesses however, have what could be
classed as a ‗brand‘ or a ‗brand name‘.
Branding is a word commonly referred to by advertisers and marketing people, but what does it
actually mean, how can you get it, and most importantly; how will it benefit your business?
What is Branding?
There are many different definitions of a brand, the most effective description however, is that a
brand is a name or symbol that is commonly known to identify a company or it‘s products and
separate them from the competition.
A well-known brand is generally regarded as one that people will recognise, often even if they
do not know about the company or its products/services. These are usually the businesse s name
or the name of a product, although it can also include the name of a feature or style of a product.
The overall ‗branding‘ of a company or product can also stretch to a logo, symbol, or even
design features (e.g. regularly used colours or layouts, such as red and white for Coca Cola.) that
identify the company or its products/services.
For example:
The Nike brand name is known throughout the world, people can identify the name and logo
even if they have never bought any of their products.
However, not only is the company name a brand, but the logo (The ‗tick‘ symbol) is also a
strong piece of branding in its own right. The majority of people that are aware of the company
can also identify it (or its products) from this symbol alone.
The clothing and running shoe company Adidas is well known for using three stripes on its
range of products. This design feature branding allows people to identify their products, even if
the Adidas brand name and logo is not present.
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32. How Can Branding Benefit My Business?
Recognition and Loyalty
The main benefit of branding is that customers are much more likely to remember your business.
A strong brand name and logo/ image helps to keep your company image in the mind of your
potential customers.
If your business sells products that are often bought on impulse, a customer recognising your
brand could mean the difference between no-sale and a sale. Even if the customer was not aware
that you sell a particular product, if they trust your brand, they are likely to trust you with
unfamiliar products. If a customer is happy with your products or services, a brand helps to build
customer loyalty across your business.
Image of Size
A strong brand will project an image of a large and established business to your potential
customers. People usually associate branding with larger businesses that have the money to
spend on advertising and promotion. If you can create effective branding, then it can make your
business appear to be much bigger than it really is.
An image of size and establishment can be especially important when a customer wants
reassurance that you will still be around in a few years time.
Image of Quality
A strong brand projects an image of quality in your business; many people see the brand as a
part of a product or service that helps to show its quality and value.
It is commonly said that if you show a person two identical products, only one of which is
branded; they will almost always believe the branded item is higher quality.
If you can create effective branding, then over time the image of quality in your business will
usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a
brand (and your businesses image), especially if it continues over a long period of time.
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33. For example: The Sunny Delight drinks brand was one of the biggest in the UK just a year after
its launch. However, constant bad publicity about the quality of the product has severely
damaged the image of the brand, and sales have dropped for each of the past several years.
Image of Experience and Reliability
A strong brand creates an image of an established business that has been around for long enough
to become well known. A branded business is more likely to be seen as experienced in their
products or services, and will generally be seen as more reliable and trustworthy than an
unbranded business.
Most people will believe that a business would be hesitant to put their brand name on something
that was of poor quality.
Multiple Products
If your business has a strong brand, it allows you to link together several different products or
ranges. You can put your brand name on every product or service you sell, meaning that
customers for one product will be more likely to buy another product from you.
For Example: Sony sells televisions, music equipment, consoles, camcorders, DVD players,
video players, and etc all under the Sony brand name.
You can also create separate brand names for your product ranges, allowing people to see your
brand name, and then use the range brand name to work out what they wish to buy.
For Example: Cadbury‘s makes a range of confectionary under many different sub-brand names
such as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand,
but all feature the Cadbury‘s brand name on the packaging.
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34. Branding in Education
The Fundamentals of Integrated Marketing and Branding
Over the last 10 years, a paradigm shift has occurred with regard to the role of marketing in
higher education. In the early 1990s, most colleges and universities had admission offices and
development teams. These offices were fundamentally responsible for ―selling‖ the institution to
prospective students and donors. Unlike commercial organizations, higher education lacked the
―marketing‖ function completely. We had the equivalent of a sales team, but no marketing
department.
As the ―marketing department‖ has emerged, colleges and universities have begun to embrace
the fundamentals principles of integrated marketing and branding including:
A ―brand‖ is the sum total of all associations that are made with an organization or
product.
―Branding‖ involves concerted efforts to influence desired brand associations; the
process that moves an organization from existing to desired brand.
There are two key principles of branding; Differentiation and integration.
 Differentiation suggests that the only sustainable market position is one in which
an organization is offering something significantly different and better than its
competitors; These ―differentiators‖ must evolve from current brand associations
and must be infused into the educational experience in very real ways to be
credible.
 Integration involves ensuring that all marketing communications (campus-wide)
are reinforcing the same core differentiators; This includes marketing activities
being implemented by admissions, development, the academic
divisions/departments, university relations, etc.
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35. An institution‘s brand should drive marketing strategies but that it should also give
the institution something to live up to. Volvo invests millions of dollars annually to
live up to its brand of manufacturing safe automobiles.
Nordstrom provides extensive training to employees to live up to its brand of offering
superior customer service. A brand which is not supported by an organization‘s
strategic business decisions is hollow and ineffective.
Research is required to identify an institution‘s current brand associations and
relevant differentiators. Institutions of higher learning are inherently inwardly
focused; But effective branding requires a critical understanding of consumer needs
and perceptions.
Every university should have a documented positioning statement and brand strategy.
Marketing plans are fluid and change over time as new information and opportunities
become available. But, the brand strategy should remain intact over a long period of
time.
Faculty and staff should be intimately involved in developing a university‘s brand
strategy.
The biggest barrier to integrated marketing on most college/university campuses is
organizational structure; Truly integrated marketing requires extensive coordination
across department and divisional silos.
The purpose of the marketing function is to drive existing and new revenue sources;
Thus, the success of marketing and branding initiatives should be tied to revenue
generation from enrollment, fundraising, and other sources.
Positioning Statement
Most colleges and universities have myriad marketing tactics being implemented from
within many corners of the institution. What many, lack, however, is a common ―same page‖ or
―one voice‖ from which these marketing communications stem. A ―positioning statement‖ is
designed to establish that same page by providing all campus marketers with direction on the
manner in which the institution will be promoted through all marketing communications.
A positioning statement must describe attributes that are truly unique within an institution‘s
competitive set. Essentially, the positioning focuses on what the institution‘s competitors do not,
or will not, offer. And those attributes must have significant appeal among the institution‘s target
35

36. audiences. The challenging aspect of developing a positioning statement is that it requires an
organization to ―take a position.‖ Taking a position on any issue leads to acceptance by some
and rejection by others. In marketing, taking a position or emphasizing a core attribute that is
relevant to a target audience is more effective than trying to be all things to all people, a strategy
common in higher education. Goucher College, for example, recently moved to require that all
students will participate in study abroad. This increased the appeal of the College to some
prospects while decreasing the appeal among many others. But, enrollment in the year following
this decision was the highest in the College‘s history and 12.5% higher than the next record
enrollment year. By taking a position (though unattractive to some), Goucher College was
significantly differentiated from its competition and became the preferred option among a
significant segment of its prospects.
The Goucher example illustrates the extent to which a positioning statement has impact far
beyond just the manner in which an institution is marketed. The positioning establishes a
―promise‖ that an organization must live up to; Living the brand can be the most difficult aspect
of the branding process. If a university develops a brand strategy centering on the concept of
providing personal attention, strategic business decisions need to made and implemented to
assure that the majority of students actually receive the personal attention the marketing
communications promise. If a university is positioned as the low-cost option within its
competitive set, it will have difficulty maintaining its marketing position through significant
increases in tuition and fees. If a university is positioned based on the strength of a particular
academic school or college, investments need to be made to ensure maintenance of that ―best in
class‖ status.
Ideally, a university positioning statement is developed with extensive involvement from
faculty and staff. After all, the positioning will need to be embraced and reinforced by the
campus community in order to be effective. University leadership, including the board of
trustees, need to endorse the positioning and recognize their role in making decisions which
reinforce the brand.
It is important to mention that the position needn‘t fully encompass the mission of an institution.
―Mission‖ is a broader concept than ―position.‖ A university‘s position should stem from or be
aligned with the institution‘s mission, but does not need to emphasize all aspects of it.
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37. The actual ―positioning statement‖ is an internal statement. It is the starting point for telling the
story of what makes an organization different. It is the only story that should be told in order to
send consistent, focused and aligned messages designed to support the time-consuming process
of brand building.
A positioning statement is NOT:
Ad copy – that‘s the work of a creative services agency. It is the foundation of the creative
strategy; The starting point for all editorial and design.
An exhaustive list of features. In fact, it requires the conscious relegation of some messages to a
much lower hierarchy. Why? Because you can‘t tell your audience everything, you can only tell
them what‘s most important.
A promise the organization cannot live up to. Rather, it puts in the best possible light what we
can actually deliver to our stakeholders.
Equally focused on the needs of all stakeholders. Rather, it must be primarily aimed at the
stakeholders that have the greatest impact on revenue, typically prospective students for a tuition
driven institution.
The Future
In the future, more colleges and universities will have a documented brand strategy,
independent of the marketing plan. The brand strategy will provide the foundation for marketing
communications institution wide from recruitment publications to the Website, from fundraising
materials to the president‘s speeches, and from press releases to advertisements. These
formalized brand strategies will help institutions differentiate and build unique brands so that our
target audiences will have an easier time making decisions about where they ―fit.‖ When our
audiences understand better who we are and what we do best, our recruitment and fundraising
operations will produce better results.
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38. Branding of paramedical college.
Factors found while positioning KCPS.
With over 500 paramedical colleges approved as well as unapproved (i.e. neither
approved by AICTE, IGNOU nor affiliated to any regular university) paramedical colleges
competition immensely intense. As paramedical courses are new in education sector these
courses lack awareness as well, and face competition from the traditional courses as well like
Bsc & Bsc IT. Students are still unaware about these courses and hesitate to take admission
because they think these courses will have no scope in future. So the first step is to create
awareness about these courses through proper right media, as well as branding our college also
within the limited competition till date.
Location has been an important aspect of the image being created with Mumbai, Delhi, Chennai,
banglore and pune having edge over other cities. Today the time has come to look at the
elements of brand more closely (what the brand stands for), design communication for impact
chosen target markets, and increasingly provide salience. Yes, word of mouth is the best for any
educational instution , however, with, the huge investments that are going in, the need to pay
back is quickly increasing.
Brand salience/visibility /impact are essential. Creating communication that draw attention,
create impact which is memorable and comprehensible by target audience are also equally
important. Creating a unique brand needs to build synergizing of a higher educational brand. To
understand what these elements are, we need to look at the needs of the three important stake
holders
1. Students
2. Parents and
3. Employers (corporate)
The criterion used to evaluate a paramedical college by these stake holders is crucial to the
understanding of how to position a paramedical college (KCPS).
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39. The various aspects one needs to consider including the following. First one needs to build points
of parity with competing institution and then choose some elements that can be differentiators.
1. Infrastructure:-
This include façade, library, class room and facilities within computer labs as well as pathology
lab and different observation room as well as fully equipped operation theatre which will help in
better education for students. Just a college with fully marbled and granite cannot be a
differentiator.
2. Placement:-
The brand names of the companies and the starting pay – packages after completing these bsc
courses are also equally important. These are the FAQ that what will be the pay after completing
these courses, their main concern is high paying job. Careers and learning are surely passé.
3. Location:-
This includes location within city, the milieu in which the institution is located. Education hubs
are usually proffered.
4. Student experience:-
Air conditioned classrooms, interactive white boards, quality and sociability of peers, class size,
attitude of faculty (service provider), food, opportunity to visit different hospitals and getting
interacted with senior and skilled persons in the paramedical fields, hands – on experience on
latest technology (1.5 tesla), reception, perceived fairness in examinations, physical evidence in
terms of marks sheet/certificates and many, many more things.
This is all inclusive and listing all the aspects of the experience is really not necessary.
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40. 5. Institute reputation and visibility:-
Popular ranking, visibility among employers and general public (need to pass out from a well
known institution), rating among similar institution and associations with brand names for
recruitment and governance.
6. Faculty:-
Institutions they studied in, attitude, research, engagement / experience with industry, knowledge
of subjects being taught, communication skills, willingness to mentor individual student and may
be even turnout.
7. Research:-
Quality and quantity of research churned out. Journals and other publications. Research provides
a link with industry and potential for innovation.
8. Quality of intake:-
Eligibility and entry requirements, past students and their qualifying marks.
9. Costs:-
Management of paramedical colleges normally mention tuition fee however, students and parents
are more interested in total cost of acquiring the qualification.
10. Curriculum:-
The degree offered, accreditation, number of specialization and type of specializations, semester
or trimester system and industry friendliness of the curriculum.
Having listed the criteria for positioning a paramedical college, the obvious next step
would be to come up with what actions and communication tools does one use.
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41. Brand communications are the means of creating, evolving or enhancing a brand positioning on
the basis of managing its perceptions in the market.
At KCPS, I understood that we must strive to establish our own basis for value. Most do this
today by emphasizing quality of functional attributes that resemble those of many other colleges.
 Strong faculty
 Prestigious alumni
 Broad course range
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42. India Education Industry Demand and Opportunities.
The report ―Education Industry demand and Opportunities- India‖ gives a detailed
description of industry performance, formal and non-formal education system, market size by
segments and student enrolment by segments. It also talks about industry trends and growth
potential of foreign universities. There are many players participating in the market, Educomp
Solutions, Everonn Systems and NIIT are the largest players within the space. The present report
has profiled these three players with business overview, financial performance and business
strategies.
Education industry is one of the fastest developing sector worldwide, generating large scale
revenues and employment. The Global education industry is the second-largest industry after
healthcare. It had a market size of ~US$ ~ trillion in 2009 grew from US$~ trillion in 2007. In
terms of geography, the US has the largest share in the global education market. The global
number of mobile students has increased 53% since 1999. China sends the maximum number of
students abroad for global education and the United States hosts the maximum number of
students globally.
In India, Private professional institutes are expanding with a strong growth rate which has
opened the doors for foreign universities. These days coaching classes are gaining popularity due
to rising competition and heavy load of studies. Also there is an opportunity in the test
preparation market in India, though institutes are expanding with a continuous growth rate but
still there is high potential of growth.
The report ―Education Industry demand and Opportunities- India‖ gives a detailed description of
industry performance, formal and non-formal education system, market size by segments and
student enrolment by segments. It also talks about industry trends and growth potential of foreign
universities. There are many players participating in the market, Educomp Solutions, Everonn
Systems and NIIT are the largest players within the space. The present report has profiled these
three players with business overview, financial performance and business strategies.
42

43. Key Findings
- Private sector has a strong hold in education industry starting from pre-schools to universities,
formal IES accounts for almost US$~ billion, non-formal IES US$~ billion and together almost
US$~ billion in 2009
- In terms of total education market revenue, K-12 contribution is the highest as the market size
for K-12 school is the biggest in India as compared to other professional courses. By 2012 the
overall pre-school market is expected to cross US$~ billion, the organized segment is expected
to grow faster.
- Educomp is the industry leader in K-12 segment, also has an 18-24 month lead in multimedia
within schools, its K-12 programme.
- The Gross Enrollment Ratio (GER) in higher education in India (percent of relevant age group
enrolled in higher education) is estimated at 11%. In comparison, enrollments levels are 60% in
the US and 16% in China.
- The Non-formal education market has reached to the level of US$~ billion and expected to
grow with a CAGR of 13.23% (US$~ billion) by 2012.
- The worldwide market for online tutoring is estimated to be in the region of US$~ billion. India
now earns around US$~ million per year from online tutoring. The franchise industry is in its
early stage of development in India.
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44. 44

45. Newspaper Advertising.
Newspaper advertising is one of the most common ways to advertise in many countries. Often
cheaper than broadcast advertising, newspaper advertising usually provides advantages of greater
market share in many locations. Also, newspaper advertising does not depend on the target
audience having a television or radio on at a certain time in order to receive the message of the
advertisement.
Newspaper advertising comes in two major divisions: display or classified. Newspaper ads
considered display ads are those that span multiple columns horizontally and often include
graphics and borders. Classified newspaper advertising is in-column advertising that follows the
natural flow of the column down the page vertically.
Classified advertising is usually the cheapest option for most people and appeals to those who
are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a
pet typically may use classified ads to aid in their searching. Although not traditional to
classified ads, many publications offer small graphics and borders with classified ads. Classified
ads are usually found in a specific section.
Display ads are generally higher profile ads that take up, in many cases, significant portions of
the page. Typically, displays ads may take up an eighth, quarter, half or full page. In some cases,
the ad may take up two facing pages, those these ads are rare in newspaper advertising simply
because of the cost. Display ads may either be in color or black and white, with the color option
costing more. Display ads can be found throughout the paper.
In many cases, newspapers offer services to advertisers to help them design effective display
pieces. In all cases, the advertiser has the right to refuse or accept this service. In some cases, the
newspaper may choose not to publish an ad that it deems offensive or libelous. However,
newspapers must be careful when rejecting ads and often work with the advertiser to revise the
ad so it is suitable for publication.
In a relatively new development, some newspapers offer a package of advertising that not only
includes newspaper advertising but online advertising on the newspaper's Web site as well. This
helps alleviate fears among some advertisers that their target audience may not be reading the
45

46. newspaper, but simply going online. Most newspapers that have Web sites offer some sort of
online advertising in addition to their newspaper advertising, though not all publications package
the two together.
Here working with Kohinoor College Paramedical Sciences (KCPS) I have got the
opportunity to deal with marketing executives of different newspapers. KCPS has taken help of
various newspapers in Mumbai to promote their brand.
Here my job was to collect the advertising rate from their respective marketing
executives and then negotiate for the best possible rate with them. Few of the newspapers
advertising agencies KCPS have advertised with are,
 Maharashtra Times.
 Hindustan Times.
 Loksatta.
 DNA Reknor.
After the negotiation part was done the next part was to get the article designed and send it to
advertising agencies for printing purpose. The article where off different dimensions
according to the size the rate varies. The article was designed by Kohinoor designed cell
department itself with the help of Mr. Uday.
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47. Here are the few advertising Rates.
As per our discussion, kindly find the final proposal.
Kindly note for Loksatta Carrer Vruttant Advertorial "Advt" or "Space marketing intiative" should
be specified in the creative. Do let me know for any queries.
Publication Edition Position Hue Size insertion Card
(sq. cost
cm) Investment
Option Loksatta Mumbai Page 3 Color 180 2 1730 622800 375000
1
Career MUmbai Page 3 Black 592 1 915 541680
Vruttant &
Advertorial white
Offer from Maharashtra times.
1. Edit write up in the two page report only on the Pharmacy Careers, Ayurvedic Careers,
Para Medical Careers, Listing of the colleges of the mentioned careers in Mumbai. Profile of
the institute, facilities, admission process, Entrance examination etc, will be the content of
the feature.
2. A Special Rate of Rs 1000/-per sq cm would be offered to you in place of Rs 1510/-+ 20 %
loadings per sqcm.which is the Maharashtra Times Main Issue Rate.
3. The circulation of this report will be trough out Mumbai, since it happens to be a report in
our Maharashtra Times Mumbai Main Issue.
Circulation: 3.25 Lacs Readership: 9.47 Lacs
Rate: Rs 1000/-
Advt Size: 240 sqcm and above.
Looking forward for your institutes participation
Ms Meghna K Manager
Times Response 9819629521
47

48. Hoardings.
A billboard (sometimes also called a hoarding in the UK and many other parts of the world) is a
large outdoor advertising structure (a billing board); typically found in high traffic areas such as
alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers.
Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly
visible in the top designated market areas. Bulletins are the largest, most impactful standard-size
billboards. Located primarily on major highways, expressways or principal arterials, they
command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest
visibility due not only to their size, but because they allow creative "customizing" through
extensions and embellishments.
Posters are the other common form of billboard advertising, located chiefly in commercial and
industrial areas on primary and secondary arterial roads. Posters are a smaller format than
bulletins and are viewed principally by residents and commuter traffic, with some pedestrian
exposure.
Billboard advertisements are designed to catch a person's attention and create a memorable
impression very quickly, leaving the reader thinking about the advertisement after they have
driven past it. They have to be readable in a very short time because they are usually read while
being passed at high speeds. Thus there are usually only a few words, in large print, and a
humorous or arresting image in brilliant color.
Our outdoor advertising contract was given to AKSHAR advertising solutions. We have
displayed our outdoor advertisement on various number of railway stations across Mumbai FOB
(Foot over bridge).The size of the hoarding was 8 ft. width and 3 ft height. On railway central
line railway station, whereas on western line the size was changed to 8 ft. width and 4 ft height.
We have also displayed our Bill board outside Dadar railway station with a size of 36 ft. width
and 5 ft height.
Here my responsibilities at the initial stages were to search for the best railway station
where we can advertise after that on the particular railway station finds the best place to display
our hoardings which will serve our purpose to attract our target group. After that I have to
negotiate with Mr. Alok Sharma (Marketing executive) Akshar solutions for the best possible
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49. rates. After that getting the ART work done by Kohinoor designed cell and getting approved by
our programme head Mrs. Sonal Satelkar, and finally after the approval sending back to akshar
solutions. Once the hoardings where put up on FOB‘s and station I have to visit the sites to see
the placements of hoardings and convey to AKSHAR if any changes required or any or else
change the hoardings if any damaged have been done.
Hoardings for central line railway stations.( 8ft w x 3ft h)
Hoardings for DADAR railway station.( 36ft w x 5ft h)
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50. Documentation for AICTE approval.
About AICTE
(i) Background for establishment of AICTE
On the recommendation of Central Advisory Board of Education (CABE) the All India
Council for Technical Education (AICTE) was set up in November, 1945 as a national level apex
advisory body to stimulate, co-ordinate and control the provision of facilities for technical
Education needed for industrial development in the post-war period in the country. independence
in 1947, India embarked upon planned economic development. After A number of technical
institutions were opened in all parts of the country. During the eighties policy shift permitted
involvement of private and voluntary organizations in setting up of technical institutions on self-
financing (un-aided) basis. This ushered in as era of unprecedented growth of technical education
system. The National Policy on Education, 1986 stipulated that AICTE be vested with statutory
authority for planning, formulation and maintenance of norms and standards, quality assurance
through accreditation, funding in priority areas, monitoring and evaluation, maintaining parity of
certification and awards and ensuring co-ordinated and integrated development and management
of technical education in the country.
(ii) Provision in the AICTE Act, 1987
The All India Council for Technical Education Act, 1987 (No.52 of 1987) was enacted ―To
provide for the establishment of an All India Council for Technical Education with a view to the
proper planning and co-ordinated development of the technical education system throughout the
country, the promotion of qualitative improvement of such education in relation to planned
quantitative growth and the regulation and proper maintenance of norms and standards in the
technical education system and for matters connected herewith.‖
2. The Act came into force w.e.f. March 28, 1988. The statutory All India Council for Technical
Education was established on May 12, 1988
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51. (iii) Main objectives of AICTE
The main objectives of AICTE are:-
Promotion of quality in technical education.
Planned and co-ordinated development of technical education system in the country.
Regulation and maintenance of norms and standards in the technical education system.
(iv) Responsibilities of AICTE
The responsibilities entrusted to the Council through the AICTE Act broadly are:-
Give policy directions for proper planning and co-ordinated development of the technical
education system in the country.
Promotion of qualitative improvements in relation to planned quantitative growth of technical
education.
Review, regulation and proper maintenance of norms and standards in the technical education
system and matters connected therewith.
Assessment of manpower requirement to liaise with State Governments, Universities and other
statutory bodies.
(v) ―Technical Education‖
As per the provisions in the AICTE Act, ―Technical Education‖ means programmes of
education, research and training in the following fields:-
 Engineering
 Technology
 Architecture
 Town Planning
 Management
 Pharmacy
 Applied Arts and Crafts
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52. Such other programmes or areas as the Central Govt. may declare in consultation with the
Council by a gazette notification.
Kohinoor College of paramedical sciences started their paramedical courses with IGNOU (Indira
Gandhi national Open University) in the year 2011. But in the year 2012 the management had
decided to tie up with AICTE because the students in Mumbai will prefer Mumbai University
than IGNOU and our target audience is local students residing in Mumbai and Maharashtra.
Management had also decided to propose some new paramedical courses which will be also
getting affiliation from AICTE.
New proposed courses for approval from AICTE.
1) BPMT- Cardiology
2) BPMT- Neurology
3) BPMT- Renal dialysis
4) BPMT – Emergency Medical Services
5) BPMT- Operation Theater
6) BPMT- Endoscopy
7) BPMT- Blood transfusion
Since our management has shown interest in getting affiliated with AICTE, they have asked
KCPS to work on the syllabus for the 3 years degree programme of paramedical courses. And
send them scheme of studies as well as detailed courses of the same.
The responsibility of documentation was under Dr. Nidhi Kewalramani medical co-ordinator
of KCPS. I was assisting her in the documentation process by searching for the syllabus on
internet portals, and by consulting doctors of Kohinoor Hospital as well as teaching staff of
KCPS.
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53. Brochure & flyer designing.
There is a peculiar comfort in a brochure. It's easy to feel that if you've got one, you've
taken care of marketing. Or most of it, at least.
Brochures, then, are too often done "...because everybody has one," rather than as
part of a thoughtful marketing plan.
A brochure, in this context, is a pamphlet or booklet that describes a firm, a
facility or a service. It may be used to explain all or a segment of the firm's services, or
how the firm functions in a particular industry, or addresses a specific problem.
Despite the values inherent in well-done brochures, there are some pervasive
misconceptions that substantially undermine their very real value to sound marketing.
Perhaps the most expensive misconception is that brochures sell -- that a prospective
client will read a brochure loaded with glowing adjectives, and sign a contract as a result
of it.
To assume, too, that people read brochures thoroughly and carefully is another
trap. In fact, a brochure, no matter how attractive or thorough, is usually simply glanced
at. It may be read in conjunction with other material, to get an overall impression of a
firm. But it's rarely devoured like a novel.
There's a tendency to forget that publications strongly compete against one
another -- and against other marketing literature -- for a prospective client's attention.
Your brochure is rarely the lone voice in a wilderness. Nor can a brochure be merely self-
serving, ignoring the needs of the reader. The brochure that sings the praises of oneself
may fulfill egos, but rarely will it fill coffers.
For all that a good brochure can contribute to a marketing program, it's rarely the
keystone of a total marketing effort, nor should it be. But as an adjunct to a marketing
plan, it can be powerful.
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54. The Power of the Well-Designed Brochure
In conjunction with other marketing tools, brochures...
 Are tangible, with staying power. They give dimension and weight to anything you say
about your firm and capabilities.
 Can demonstrate a firm's most valuable asset -- its intellectual capital.
 Catalog and describe a firm's capabilities, facilities, expertise, or point of view, all in best
light.
 Can supply valuable information, redounding to the benefit of the source.
 Give visual dimension to a firm. A well-designed, attractive publication implies a well-
run, efficient organization.
 Give legitimacy to a new facility or service. A new practice in an existing firm, for
example, becomes tangible to both its prospective clientele and the firm itself when it
appears in print.
When is a Brochure not indicated?
A brochure is distinctly contraindicated when...
· It's not part of a plan that delineates why it's being done, and how it's going to be used.
· There is no clear view of how it will demonstrate the firm's intellectual capital.
· There are better ways to accomplish the objectives set for the brochure.
· It can't be done with a professional and businesslike appearance.
The Basic Questions
Within the context of even the simplest marketing program, thinking about brochures
should begin with the very basic questions...
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55.  Who is our audience, and what do we want them to know, think, or feel after they've read
my publication?
 What are we trying to accomplish with this publication in terms of the overall marketing
program?
 How will the brochure be used in conjunction with other marketing tools?
 Will some other marketing tool better accomplish what we want the brochure to do?
 How will the publication be delivered?
Understand positioning -- What is the one most important thing about your service that meets
the most significant need of your prospective clientele? That position should be at the crux of
your brochure – the guiding and impelling factor that drives the thrust of your brochure. (A
classic example of how a position works was the sign in the war room during President Clinton‘s
first election campaign – It‘s the economy stupid. It told the campaign staff that the economy
was the primary concern of the electorate, and that every messaged, speech, or piece of literature
must have that position as the driver.)
The answers to these questions will, in turn, focus the objectives of the brochure, and lead to
developing a more effective document.
The format is dictated not by arbitrary choice, but by the role the brochure is to play in the
marketing plan. Too often, the graphic designer is called in before the writer, and before the
brochure's marketing role is defined. This subordinates the message to the design, almost
invariably resulting in a visually attractive publication that diminishes or fails to serve the
communications or marketing objective. In fact, be sure that the designer understands that the
message is in the text, not the design. Let the text do its work.
Still, publications should be professionally designed, written and produced. Amateurism will say
things about your firms that are unflattering and counterproductive. If appearance is not the
primary factor, desktop publishing may be sufficient. But a brochure to rest on the desks of
CEOs of prospective clients should not be home produced.
The art of writing a brochure is exactly that -- an art. But in writing brochures for a law or
accounting firm there are some distinct considerations that can make the difference between a
brochure that accomplishes your objectives and one that doesn't.
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56. The thoughtful, and most useful, brochure for a professional firm must solve a major problem --
how do we describe our facilities and services in ways that differentiate us from our competitors,
and at the same project quality? Ethics, of course, preclude comparison, which forecloses a
classic marketing device.
One problem – one nagging problem – remains. How do you get the message across without
using the same language that everybody else uses, and saying the same things that everybody
else says? How do you distinguish one professional firm from another, when you can't use
adjectives? No problem is more vexing than this.
That's the dilemma. With a product, you can make a distinction. You can make a claim, and
maybe even prove that claim. "Our bulbs are brighter and last longer than their bulbs."
Presumably, you can also say,
"We do better audits,” or "We do better briefs," but you can't prove it, and
who'd believe it?
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57. Website.
I think of Web sites as an interactive informative medium that reflects my client's vision of who
they are and where they are going. Those who visit not only can experience their vision
graphically and audibly, but also able to interact and contribute to the client's vision in a
*meaningful manner. To believe that a Web Site is the same as a paper brochure is a mistake.
Web sites are that and much much more.
When a site is too simple - people only visit once - when there is lots of information they need
they will bookmark the site and come back. Web sites are accessed in many different ways, if
you believe that people come into a web site only through the main page - think again. With
present search engine software individual pages, text or images can be found in seconds.
For me, web sites are used to convey my clients' messages to their customers in as clear and
informative way as possible. It is to this end that I strive. The message and information are my
primary goals not the tools by which it is created.
Today, the most important considerations for clients when investing in an on-line campaign are
targeting - 81 percent; brand building - 77 percent; e-commerce - 60 percent; audience reach - 56
percent and click-thru rates to corporate sites - 47 percent. However, satisfaction with online
advertising remains mixed, with 24 percent of those surveyed 'dissatisfied' with their online ad
campaign and a further 28 percent 'neither satisfied or dissatisfied,' according to a report
generated by The Myers Group.
And how many Web Sites are there on the Internet?
Google, the search engine announced (2008) that its total collection of indexed web documents
and blogs is 165,058,044,651. (That is 8 billion - which is more than the population of the earth)
In this media there is the possibility of interaction between the sender and the receiver.
Additionally, because of the interaction, the sender is also a receiver which is different from
other traditional advertising media which "yells" at the viewer without any mode that the viewer
can "yell" back. This is something that television, radio or print media cannot do. We can also
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58. stimulate people's feelings by providing background music to a web page or set of web pages as
can be shown by the example of the Images of Eastern Ontario web site. A very powerful tool
that is used constantly in the television and radio mediums.
This is why using the Web as a marketing communications tool is very exciting. In the scope of
human communications we are going where no person has gone before. That is using a
communications medium that is dynamic not static. Meaning it can be easily changed most times
in real time and in some cases on a periodic basis without difficulty.
Interactive Web use makes it possible through the use of tools such as HTML, DMHL, Flash,
Animated Gifs, Password Protected Areas, JavaScript, JAVA, Active X and CGI (Common
Gateway Interfaces) technologies not only to react or interact, but to change the medium through
which the communications are made.
Few contents of KCPS websites are:-
1. Introduction:
2. Message from CMD & Programme Head
3. Academic Council
4. Faculty
5. Courses/ Pedagogy
6. Assessment and Grading
7. Infrastructure
8. Facilities
9. Students life
10. Admission Process
11. Mission and vision.
12. Opportunities.
13. Careers.
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59. KCPS programme head Mrs. Sonal Satelkar have given me the opportunity to work on
complete project of launching of KCPS website. Right from collecting the required data from
various resources of Kohinoor group and secondary data available and then co-ordinating to
Kohinoor group IT team in Kohinoor business school Kurla.
Before selecting the contents I have visited several educational websites on internet and decided
what all are the necessary contents required on our websites which will serve our purpose of
giving the complete information of Kohinoor college of Paramedical Sciences.
Once I have collected the data I have co-ordinated with Mr. Rameez Shaikh Jr. Programmer of
Kohinoor IT division. He had done the web designing and hosting KCPS website online. For any
necessary changes and development I have to contact Mr. Rameez. Apart from that KCPS have
also opened a stat counter account where we can check number of visitors each day. And
webmaster account to create and upload files on our website.
KCPS Website address
www.kcps.ac.in
webmaster.kohinoorgroup.co.in
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60. Inquiries
An inquiry is any process that has the aim of augmenting knowledge, resolving doubt, or
solving a problem. A theory of inquiry is an account of the various types of inquiry and a
treatment of the ways that each type of inquiry achieves its aim.
While working with KCPS I have attended numerous numbers of inquiries telephonic as well
as Walk-in. These inquiries were completely related to our paramedical courses
Some of the frequently asked questions (FAQ) during inquiries are.
1. Details about each and every course?
2. What is the fee structure?
3. Do you have any hostel facility?
4. Scope after doing these courses?
5. Does our child will be called as a doctor after doing these courses?
6. Which paramedical course has the best scope?
7. Are these courses affiliated to Mumbai University?
8. Is my child eligible to do post graduation or MBA in any field after these courses?
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