Bansal Classes
In the current marketing environment you are NOT just competing against brands in the coaching industry for MARKET SHARE. You are competing against everything in existence for a MIND SHARE.
Best marketing is not one persons job,
it is everyone's.
Brand Marketing
Bansal Classes
Objectives
• Positioning the Bansal Classes Brand • Creating a new Brand Mental Image pan-nation
• Brand Image so true and strong it scares the competition • Bringing the Brand to life, break through the clutter • Running advertising campaigns • Build brand and Drive Sales • Creating a turnkey business
2011
• Students have quality options available closer home • Other preferred coaching options (Online, correspondence)
• Competition in Kota has increased
• Not as high standards are diluting the Kota brand equity
• Top positions in IIT JEE by non-Kota institutes
• Cost of living for students in Kota has gone up considerably • No. of students coming to Kota fell in2010 • No. of students appearing in IIT JEE and AIEEE is rising
What Changed?
• Outlook from ‘Bansals of Kota’ to only Kota • Aspirations from IIT coaching to Engineering coaching • Kota’s charm, bigger buildings, more students
• Fees, salaries and cost of living in Kota
What has not changed?
• Students need for JEE Coaching • Teaching Curriculum • Methods of brand building and promotions • Teacher Poaching
• Teachers leaving to open own institutes
• No Government support towards education
• Parents
• No Regulation of coaching institutes
Bansal Classes – Business Test Scores
Finance - 9/10 | Operations - 8/10 Marketing - ?/10
Step I
Brand Image • Name • Logo • Tagline • Ad Campaign
Step II
Brand Roll-out 1.Planning 2.People 3.Website 4.Collateral 5.PR 6.Partner 7.Ads(Online, Print,TV, Radio) 8.Direct 9.Events
Step III
Close-out • Plan Execution • Value of a Customer • Growing fast • Learning and Review • Why do we fall?
Making Bansal Classes A BRAND
•
Best marketing is not one persons job,
it is everyone's.
Brand Marketing
Bansal Classes
Objectives
• Positioning the Bansal Classes Brand • Creating a new Brand Mental Image pan-nation
• Brand Image so true and strong it scares the competition • Bringing the Brand to life, break through the clutter • Running advertising campaigns • Build brand and Drive Sales • Creating a turnkey business
2011
• Students have quality options available closer home • Other preferred coaching options (Online, correspondence)
• Competition in Kota has increased
• Not as high standards are diluting the Kota brand equity
• Top positions in IIT JEE by non-Kota institutes
• Cost of living for students in Kota has gone up considerably • No. of students coming to Kota fell in2010 • No. of students appearing in IIT JEE and AIEEE is rising
What Changed?
• Outlook from ‘Bansals of Kota’ to only Kota • Aspirations from IIT coaching to Engineering coaching • Kota’s charm, bigger buildings, more students
• Fees, salaries and cost of living in Kota
What has not changed?
• Students need for JEE Coaching • Teaching Curriculum • Methods of brand building and promotions • Teacher Poaching
• Teachers leaving to open own institutes
• No Government support towards education
• Parents
• No Regulation of coaching institutes
Bansal Classes – Business Test Scores
Finance - 9/10 | Operations - 8/10 Marketing - ?/10
Step I
Brand Image • Name • Logo • Tagline • Ad Campaign
Step II
Brand Roll-out 1.Planning 2.People 3.Website 4.Collateral 5.PR 6.Partner 7.Ads(Online, Print,TV, Radio) 8.Direct 9.Events
Step III
Close-out • Plan Execution • Value of a Customer • Growing fast • Learning and Review • Why do we fall?
Making Bansal Classes A BRAND
•