FINAL REPORT

Course: Brand Management (Spring 2019)

Instructor:
Brand name: Institute of Business Management (IoBM)

Group number No. 4

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 ACKNOWLEDGMENT LETTER

Dear Sir Fawwad Afridi,

All praises for Allah the almighty cause he is worthy of All praises and nothing can
be done without his will.

We also seek the pleasure of thanking you for your exceptional teaching skills and
help throughout this project. It was only possible because of you we got the chance
to think out of the box in a different spectrum.

While making this report we learnt a lot about the practicality and a comprehensive
picture of how is a brand formed and operated.

Sincerely,

Nehal Jumani

Rabia Nauman

Javeria Abdul Khaliq

Salman Saeed

Urooj Sohail

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S. TABLE OF CONTENTS PAGE NO.
NO
1
1 Title Page
2 Letter of Acknowledgement 2

Introduction, Brand Vision, Brand 4

3 Purpose
4 Brand objective for 2020 5
5 SWOT Analysis 6
6 Brand Issues and Strategies 7
7 Brand Equity Analysis 8-9
8 Customer Trend Analysis 10-13
9 Exit Strategy 14
10 Joint Ventures and Partnerships 15
Financial Statement 16
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12 IMC 17-19

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  IoBM - INTRODUCTION:
IoBM is one of the premier universities of the country. Not only does it offer
academic excellence but its peaceful location - part city, part countryside - is ideal
for reflection as well as camaraderie. The lay-out of the campus, where the
buildings are connected by a leafy and partially winding driveway, has a charm of
its own. The buildings themselves, a rich terracotta pink, are spacious and
attractively designed. The breezy interior of the CBM building, with its twists and
turns and its ‘all-handson- deck’ sense, is especially appealing. Tastefully
landscaped with the help of nature - and sculpture - the IoBM campus is both
homely and gracious. To the many students who form part of its fraternity, it is a
home away from home.

 IoBM was rated one of the country’s top universities by the Higher Education
Commission of the Federal Government as well as the Government of Sindh.
IoBM has also been the proud recipient of two Edunversal Palms, awarded to it at
the international convention of Deans of Business Colleges in recognition of its
being one of the two best Business Schools since 2010.

 BRAND VISION:
The Institute of Business Management aims to be one of the leading institutes
nationally and internationally for imparting knowledge, skills, confidence, and
values to its students thereby enabling them to become successful professionals
globally.

 BRAND PURPOSE
IoBM’s purpose is to provide transformational and change leadership and
management for the development of economy and society through excellence in
character, professionalism, education and research.

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 Brand Objective for 2020
We are determined to revamp the social image and perception of our
institute with the help of vibe-verisers Ltd. Agency. We aim to provide
quality higher education and prepare our students for the corporate
world.

 Positioning Statement:

Target: students of age 16 and above (all genders) middle class to

upper class

Brand: IoBM (INSTITUTE OF BUSINESS MANAGEMENT)

Because: we provide premium quality higher education with the

addition of versatile courses and foreign exchange programs and job
opportunities.

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 SWOT ANALYSIS FOR IoBM:

STRENGHTS WEAKNESSES

 Subsidized transport and  Stringent policies

canteen facilities  Health management
 Campus life  Lack of counseling for
 Extra-curricular activities students and student
 Faculty council
 Fee structure  Location
 Exchange programs
 Scholarships

OPPORTUNITIES THREATS

 Outreach program  Growing competition.

extension  Myopia due to policies and
 New campus outdated course outlines
 New programs

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 BRAND ISSUES AND BRAND STRATEGIES
IOBM has always been considered as the second best option by every applicant,
parent and even employers. IBA and LUMS grads are considered over IOBM grads.

Our aim is to change that perception and bring iobm to the top with quality
education offered to the student along with exposure to the corporate world. So
that more people opt for it as a first choice and not a backup. A complete brand
makeover along with the course outlines, policies, social image and perception.

 Customer Engagement Plan

IoBM believes in maintaining strong bonds with its customers i.e potential
students and alumnus.

Prospective students will be provided with the IoBM catalogue to help them be
aware of the faculty and facilities being offered to them by the institution.
Moreover, the activation phase would be an excellent way to engage students
and attract new ones.

IoBM like other leading universities of Pakistan participates in Educational fair like
dawn to promote brand image of its institutions.

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 BRAND EQUITY ANALYSIS
Brand identity

 Logo: IoBM

 Symbol:
 Brand name: Institute of business management
 Slogan: “Striving hard to be one because nothing stays
permanent”
 Tagline: “We are the game changers”

Brand perception

 IoBM graduates are more saturated in the market and quick to

get employed because of their relevant experience from
experiential learning at the university. It is perceived as degree
from a prestigious business school with competent grads.
 Recall power: top of the mind when a Business Institute is
considered.

Brand Awareness

 Current: newspaper, business magazines, social media.

 More: TVC, Billboard, celebrities.

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Brand Equity

 Iobm students are employed by MNC’s and pharmaceuticals as

soon as they graduate and iobm alumni’s also prefer hiring iobm
grads under them.

Brand Loyalty

Reason to believe:

 Affiliation with leading universities across the globe.

 Major courses are considered best in the world.
 Top 200 best masters in MBA full time in Global ranking.
 MBA marketing; No. 8 in Central Asia.

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 CUSTOMER TREND ANALYSIS

Brand: IOBM (one of the best business school of Pakistan)

 Best business school

 Best campus life
 Offers entrepreneurship program (variety of programs under one
roof)
 BS program in Accounting Finance and, Bachelors and Masters in
Business Administration.

Motivation:

 Top notch faculty

 HEC recognized
 Demand by locals

Unmet needs:

 Health Management program

 Hospital Management program
 Psychology Department (Councilor for students)
 Student body/council

Segmentation:

 Niche market (A+A1,B+B1)

Competitors:
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 1. Institute of Business Administration (IBA)

Strengths:

 Location (2 campuses city and main)

 Market demand
 Amazing faculty
 PVG partnership

Weaknesses:

 Fee structure (high)

 Exclusivity (cream crowd)

2. Lahore University of Management Sciences (LUMS)

Strengths:

 Provides on campus accommodation

 Internationally recognized
 Provides great exposure for students
 Ranked on 95th position as the top 19% based on performance
in Asia.
 Specialized research department

Weaknesses:

 High fee structure

 Admissions are difficult
 Disciplinary issues

Self-Analysis:

Strengths:
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  Faculty
 Foreign exchange programs
 Affordable
 Top business school
 Subsidized transport and cafeteria facilities
 Campus life (numerous societies for extra-curricular)

Weakness:

 Health Management program

 Hospital Management program
 Lack of student council and student councilors
 Stringent policies (dress code)

Organization Values:

 Diversity
 Integrity
 Sense of community
 Dedication to producing the best business grads

Value Proposition:

 Function: elite business school

 Emotional: social community (Family, prestige etc.)
 Self-expression: entrepreneurs of tomorrow, job makers not
takers.

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As a product:

 Attributes: business school

 Features: BBA,BS, MPHIL,MBA,PHD
 Quality: best faculty, programs
 Users: 16 above all genders
 Country of origin: Pakistan

As an Organization:

 Customer concern: recommended by fresh grads who are

employed

As a person:

 Personality: professional, classy

 Customer retention: credible

EXIT STRATEGY FOR IOBM:

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 The exit strategy for IoBM would be a slow process, as it is an institute and
it will take years to undergo such a decision. They cannot close it right away
as they have students studying which the institute is liable to provide
education to. So, the process would begin slowly, by restricting admissions
and not taking in many students.
 Moreover, IoBM will need to ‘discontinue’ those programs that are not so
profitable and have low student turnover. Hence, the institute should
gradually shift focus towards the most profitable programs such as BBA,
BSC and so on.

 Lastly, the institute can also merge with another business or any other
institute, so that they’ve a mutual goal, interests and this way they can
continue to provide service. A takeover could also take place by Iqra
University, or any other business university that would want to reduce
competition.

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 JOINT VENTURES AND PARTNERSHIPS

 The existing joint venture that IoBM is running is the ‘Creek College,’ in
which they are offering primary and secondary level of schooling. Both have
different identities but they work under the same ownership and conduct.

 IoBM has signed Academic Partnership Agreements with many foreign

universities such as; MacQuarie (Australia), Guilin University of Technology
(China), IIC University of Technology Phnom (Cambodia) and the list goes
on.

 Moreover, the potential Joint Venture that IoBM could consider can be
with University of London. Their law programs are renowned and this way
IoBM could attract students who are interested in doing LAW. Even Szabist
provided UoL’s Programs, this way IoBM can stretch their course offering
and be competitive.

Financial Statement of Institute of Business Management

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 at year end 31st December 2019
Revenues (Rs. in 000s)

Student’s Revenue 843,200

Scholarship Programs 98,780

Interest Income 45,950

Income from IoBM Facilities 33,000

Other income 7,800

Total Revenues 1,020,930

Expenses

Salaries 330,000

Depreciation and Amortization Expense 120,000

Utilities 165,980

ICT Services 56,750

Repair & Maintenance 80,900

Other Operational Expenses 97,990

Total Expenses 851,260

Total Surplus 169,310

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 IMC of Institute of Business Management for the year 2019-
2020

For the year 2019-2020 we have kept 15 million Pakistani Rupees (15,000,000)
reserved for IoBM’s Brand Marketing Budget. The Budget will be allocated on
360-degree integrated marketing platforms for the repositioning of Iobm as the
number one preferred university by students. thrive its presence against rigorous
competitors like IBA and Lums.

For that purpose, Iobm have contacted Vibe-Vertizers Ltd agency for the
execution of the revival between:

March to May (Quarter 1)

• Agency is provided a budget of 5 million Rupees for this Quarter. (for OOH,
Television Commercial, Radio Jingle, Newspaper etc.)

• This Quarter is essential for the marketing campaign of Iobm because most
of the universities open their applications from March and our target Audience
who are students are in search of good universities to prefer for their career
Advancement. Hence Iobm has given contract to Vibe-Vertizers Ltd for the
repositioning of our Institution.

June - August (Quarter 2)

• As summer courses are not the compulsory requirement by HEC, most

students do not prefer taking summer semester which is why Admission Tests are
reserved to be taken place in June.

• Moreover as an institute Iobm has to devote its budget for Research

purpose. We have kept 1lac 50,000 Rupees for each month in this quarter to
become neck to neck against its rivals in Research Area.

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• July and August is the ideal time to host inter university and international
faculty conferences. Therefore, we have kept special budget to promote our
Image globally. (in terms of Ranking as well)

• Billboards are planned to be placed on prominent location such as Shahr-e-

Faisal and DHA. Estimated cost is (5,25,000 Rupees)

September - November (Quarter 3)

• Since September is the month of new session Commencement, Radio

advertisements and Television Commercials in News channels (peak hour 7 pm
slot) in ARY news and Hum News to welcome new entrants for the year 2019-
2020

• Followed by Press Releases with a major chunk of 20% (60,000) multiple

mediums for example in Dawn Newspaper, Jung and Express Newspaper

December - February (Quarter 4)

• As Iobm intakes students in both Fall and Spring Semesters, our marketing
campaign will be activated again during December with the announcement of
Admissions for Spring Semester.

• The month of December will take a major chunk of our Marketing budget

• Radio promotions along with TV commercials will be activated in the initial

days of December. Followed by International Conferences in the month of
January for example Experiential Learning Conference.

• Again, a press release (60,000Rupess are reserved) is planned to be

released in January to welcome the newly joined batch to Iobm Family. Followed
by Newspapers advertisements and Out of Homes channels such as Billboard to
ensure our presence throughout semester.

• Iobm will be active on field by participating in Educations Fairs by

participating in Dawn Educational Fair. We have reserved budget of (15 lac 60
thousand) for stall cost. Along with which promotional merchandising budget is
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kept aside of about Rs 1 lac 50,000 thousand (e g pens, pencils, notepads with
Iobm logo on it)

NOTE
A fixed budget of Rs 87,500 is reserved each month for Social Media Promotions
which will be handled by students of Iobm Media Cell.

Also, a fixed budget of 18 thousand rupees are even kept aside for small press
releases of students’ achievements to portray Iobm as a All Rounder- Game
Changer.

In case of any unexpected expenditure a set aside budget of 30,000Rs (0.2%) is

kept in IoBM’s reserve.

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