gniit survey report
DESCRIPTION
The report 'GNIIT- Brand Awareness and Media Habits of its consumers' is based on a survey conducted by me as part of Summer Internship. A sample of 100 students was taken who were asked to fill the questionnaire which helped in understanding their awareness about GNIIT and their personal media habits. Feedback welcome. :)TRANSCRIPT
Brand awareness and media habits of its consumers
Submitted by:Tejas Tamhane
JICM, BHOPAL
1. About GNIIT
2. Summary
3. Methodology
4. Findings from the survey (I)
5. Findings from the survey (II)
6. Discussion
7. Recommendations
7. Appendix
Contents
About GNIIT
The GNIIT Program introduced in 1992 by NIIT higher education wing combines academic rigour and a full year's training in the IT industry. This unique format ensures thorough understanding of real world application and builds a platform for a successful career in IT for the students. No prior knowl-edge of IT is needed before one appears for GNIIT Entrance Test conducted at NIIT centres across the country. The career counselors help assess the potential. On clearing the test, one can pursue the GNIIT program any time after 10+2 simultaneously with full time graduation or even after the graduation.The 3 year course includes studying various IT programs such as .Net, Oracle, SQL, J2EE Apllica-tions, UML etc. Professional Practice is the most important part of the GNIIT course. The GNIIT Program includes one year of work experience at leading IT organizations. It gives students exposure to ‘live’ case studies and a stipend that lets them earn-while-they -learn.
About NIITNIIT is a leading Global Talent Development Corporation, building skilled manpower pool for global industry requirements. The company which was set up in 1981, to help the nascent IT industry over-come its human resource challenges, has today grown to be amongst leading talent development com-panies offering learning solutions to Individuals, Enterprises and Institutions across 40 countries. NIIT’s provides training solutions in IT, Business Process Outsourcing, Banking, Finance and Insur-ance, Executive Management Education, and Communication and Professional Life Skills. (www.niit.com)
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Objective to check brand awareness and media habits of its consumers
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Objective to check brand awareness and media habits of its consumers
This report- “GNIIT- brand awareness and media habits of its consumers’, provides an insight into the media habits of the GNIIT’s prospective consumers. It also throws light on the brand awareness of GNIIT and the mediums affecting it.
To gather the above stated information, the respondents were asked to provide information on their awareness of the brand GNIIT and their media consumption pertaining to print media, electronic media and digital media.
The respondents included Class 12th pass students and GNIIT’s 1st Semester Batch students.
Based on surveying through a questionnaire, the report gives a detailed view of the media consump-tion which may further help in evaluating between various media options available.
GNIIT has made use of print, TV and electronic mediums out of which TV commercials are most recollected by the respondents. In print ads although the content is not recalled that well but the re-spondents remember the GNIIT logo. Some respondents also remembered seeing the Internet banner ads, although such respondents were less in number.
During the survey it was found that few misconceptions/assumptions exist about the course. A few respondents thought that choice of science stream in Class XII was essential to be eligible for GNIIT and few thought that the entrance test was difficult to qualify. 31% respondents (GNIIT students) were not aware before joining the course that science stream in Class XII is not an eligibility crite-rion.
When it came to top of mind recall about computer/IT training centres NIIT received a good compe-tition from Aptech and Jetking. 57% respondents (Class XII students) were aware of GNIIT , 22% were aware of NIIT GlobalNet+ and 4% were aware of NIIT Swift while 17% were not aware of any of the courses. 86% of the the respondents were also unaware of the Bhavishya Jyoti Scholarship provided by NIIT.
The dominant element that introduced NIIT to the respondents was the peer group. “Friends” was most answered by respondents when asked how they came to know about GNIIT. Next came in the advertisements.
On gathering information on education and career options also “Friends” was most voted. As far as media was concerned “Newspapers” and “Internet” were the next choices to collect information regarding career and education.
Summary
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It was seen that the age group (17-20) was exposed to all forms of media. While most read the newspa-pers, almost everyone agreed on surfing the internet. Their preferable time of watching TV is during the night and they spend 12-16 hours at home on an average in a day. The respondents were also active us-ers of the mobile phone. The detailed information on media verticals and media exposure can be found later in the report.
Placement is an important factor of the GNIIT course that makes students join the program. The stu-dents feel that it is an added advantage and gives them an edge. Yet, few were not satisfied with the teaching in the classrooms. Few referred the course as “nothing great” while few referred to it as “waste of time”.
It was found that English did not come across easily to a few GNIIT students. This was seen at all cen-tres visited. Considering that the communication offered need be easily understandable by the students, it is important that the student’s ability to understand it is kept in mind.
4
Sample
There were two samples chosen to conduct the survey a) Class XII pass students in 2010. Total sample size 50b) Students of GNIIT, 1st Semester Batch. Total sample size 50
The Class XII graduates were chosen as they are the primary target group for GNIIT.
The GNIIT 1st Semester Batch students were chosen in order to understand what propelled them to join GNIIT and from where they received the information on GNIIT. Also, being the newest batch informa-tion about their media habits was also considered important.
Age of respondents: 17 years-20 years
Place of SurveyThe survey for Class XII students was conducted during the Delhi University Open Days Counseling and at the beginning of Delhi University admission process. The survey of GNIIT students 1st Semester was conducted at GNIIT centres.
Time of survey: May- June 2010
Survey ToolThe survey was conducted by using questionnaires. Two separate questionnaires were designed for both the sample chosen. The questionnaire focused on understanding the media habits of the respondents. For the Class XII graduates, the first few questions focused on determining their brand awareness of GNIIT and for GNIIT students the first few questions focused on why and when they joined GNIIT. Apart from the questionnaire some time was spent in knowing the perception of GNIIT students about the course.
Methodology
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Findings from the survey (I)GNIIT 1st Semester Batch
Below are the finding from the survey conducted on the GNIIT students. The survey was questionnaire based and the results that arrived have been tabulated as seen below. The respondents were allowed to tick all options that were applicable. The number of responses to a particular question has also been given.
How the respondents came to know about GNIIT.
Medium Number of responsesAdvertisements 10Friends 32Parents 4GNIIT Alumni 3NITT Alumni 4
Reason for joining GNIIT.
Reason Number of responsesPlacement 26Interest in IT 25Peer Group 0Other 0
Amongst those who came to know about GNIIT through advertisements, 7 came to know through TV com-mercial, 2 through newspapers and 1 through the internet.
6
Time of joining GNIIT
Time of joining Number of responsesGraduation 1st year 31Graduation 2nd year 25After Graduation 1
Month of enrollment
Month of enrollment Number of responsesJuly 16June 9October 2November 4December 4April 1
Recommended GNIIT
Recommended GNIIT Number of responsesYes 28No 21
7
Choice of stream in Class XII
Stream in Class XII Number of responsesArts 8Commerce 29Science 13
Choice of stream in Bachelors Degree
Choice of Stream in Bachelors
Number of responses
Arts 11Commerce 23Science 5
8
29
13
Arts Commerce Science
11
23
5
Arts Comm Sc
8
Aware prior to joining GNIIT that it does not require a science background in Class XII
Aware science back-ground not required in Class XII
Number of responses
Yes 34
No 15
Looked for courses similar to GNIIT
Looked for courses simi-lar to GNIIT
Number of responses
Yes 9No 40
34
15
Yes No
9
40
Yes No
9
Reads newspaper/s
Reads newspaper/s Number of responses Yes 39
No 9
Newspapers read
Newspaper read Number of responsesTimes of India 20Hindustan Times 17Dainik Jagran 5Nav Bharat Times 2Amar Ujala 2Hindu 2Indian Express 1Rajasthan Patrika 1Emplyment News 1
20
5
17
2
2
1
2
1
1
Times of India
Dainik jagran
Hindustan Times
Nav Bharat Times
Amar Ujala
Indian Express
Hindu
Employment News
Rajasthan Patrika
39
9
Yes No
10
14
17
8
1
<15MIN 15min-30min 30-45MIN >45 MIN
Time spent on reading newspaper in a day
Time spent on reading newspaper in a day
Number of responses
<15 min 14
15-30 min 1730-45 min 8>45 min 1
Hours spent on watching TV in a week
Hours spent on watching TV in a week
Number of responses
o-1 hr 91-3 hrs 103-5 hrs 14>5 hrs 14
Preferred time of watching TV
910
14 14
0-1 hr 1-3hrs 3-5hrs >5hrs
2
7 6
30
3
Morning Afternoon Evening Night Overnight
Preferred time of watch-ing TV
Number of responses
Morning 2Afternoon 7Evening 6Night 30Overnight 3
11
Favorite TV Shows
Favorite TV shows Number of responsesRoadies 8Splitsvilla 5Dance India Dance (DID)
11
Balika Vadhu 2Aahat 1Dil Mil Gaye (DMG) 3Saural Genda Phool 3Uttran 2CID 7Star News 2Jyoti 1
Favorite TV shows Number of responsesPratigya 2Man v/s Wild 10Shin Chan 2MTV songs 79XM 5Emotional Atyachar 3Tom and Jerry 3Chak Dhoom Dhoom 3WWE 3News Aaj Tak 4
0 2 4 6 8 10 12
Roadies
Splitsvilla
Dance India Dance (DID)
Balika Vadhu
Aahat
Dil Mil Gaye (DMG)
Saural Genda Phool
Uttran
CID
Star News
Jyoti
Pratigya
Man v/s Wild
Shin Chan
MTV songs
9XM
Emotional Atyachar
Tom and Jerry
Chak Dhoom Dhoom
WWE
News Aaj Tak
12
Watches Reality TV
Watch Reality TV Number of responsesYes 34
No 11
Preferred genre on TV
Preferred genre on TV Number of responsesKids 2Spiritual 2Infotainment 10Movies 19News 12Sports 16Music 23Action 3General Entertainment Channels (GEC)
16
34
11
Yes No
16
3
23
16
12
19
10
2
2
GEC
Action
Music
Sports
News
Movies
Infotainment
Spiritual
Kids
13
Surfs Internet
Surfs Internet Number of responsesYes 46
No 4
Time spent on surfing Internet in a day
Time spent on surfing In-ternet in a day
Number of responses
<1 hr 121-3 hrs 223-5 hrs 6>5 hrs 5
Most visited websites
Most visited websites Number of responsesgmail 20yahoo 17google 27niitstudent 8way2sms 3youtube 5songspk 2
46
4
yes no
12
22
65
<1 1-3hrs 3-5hrs >5 hrs
20
17
27
8
35
2
gmail yahoo google niitstudent way2sms youtube songspk
14
Time spent on email
Time spent on email Number of responses<10 min 18
10min-30min 21>30min 3
Member social networking sites
Member social network-ing sites
Number of responses
Myspace 1Bebo 1Facebook 30Orkut 31Ibibo 10Twitter 8
Participates in online contests
Participates in online contests
Number of responses
Yes 11No 36
18
21
3
<10min 10mn-30min >30min
1 1
30 31
108
Myspace Bebo Facebook Orkut ibibo Twitter
11
36
yes no
15
Watch videos online
Watches videos online Number of responsesYes 18
No 30
Made an online purchase
Time spent on mobile phones in a day
Time spent on mobile phone
Number of responses
<1hr 181-3 hrs 133-5hrs 6>5hrs 12
18
30
yes no
18
42
yes no
Made online purchase Number of responsesYes 18
No 42
18
13
6
12
<1hr 1-3 hrs 3-5hrs >5hrs
16
Listens to radio
Listens to radio Number of responsesYes 28
No 22
Preferred time of listening to radio
How else do respondents prefer listening to music
Other preferences for lis-tening to music
Number of responses
CDs 8Online 4Ipod/MP3 Players 15Mobile 26
Preferred time of listen-ing to radio
Number of responses
Morning 4Midday 1Afternoon 7Evening 11Overnight 7
28
22
yes no
4
1
7
11
7
morning midday afternoon evening overnight
8
4
15
26
CDs Online Ipod/MP3 Mobile
17
Time spent at home on a weekday
Time spent at home on a weekday
Number of responses
1-4 hrs 2
4-8 hrs 58-12 hrs 1412-16 hrs 1616-20 hrs 920-24 hrs 4
Time spent at home on a weekend
Hangs out at
Hangs out at Number of responses
Mall 14Market 34
2
5
14
16
9
4
1-4hrs 4-8hrs 8-12hrs 12-16hrs 16-20hrs 20-24hrs
0
7
1415
5
9
1-4hr 4-8hr 8-12hr 12-16hr 16-20hr 20-24
Time spent at home on a weekend
Number of responses
1-4 hrs 0
4-8 hrs 78-12 hrs 1412-16 hrs 1516-20 hrs 520-24 hrs 9
14
34
mall market
18
Preferred mode of travelling
Preferred mode of travel-ling
Number of responses
Bus 19Auto 6Metro 17Personal Vehicle 16
Movies watched in a week
Prefers to watch movies at
Prefers to watch movies at
Number of responses
Cinema Hall 25Cable 24Rented CDs/DVDs 6Buy CDs/DVDs 4Online 4DTH 2
Movies watched in a week
Number of responses
None 61 to 5 385 to 10 5>10 1
19
6
1716
bus auto metro personal vehicle
6
38
5
1
None 1 to 5 5 to 10 >10
25 24
64 4
2
Cinema Cable Rented CD/DVD
Buy CD DVD Online DTH
19
Plays video games
Plays video games Number of responsesYes 22No 28
If yes, preferred source of playing video games
Time spent on playing video games
Time spent on video games
Number of responses
<1 hr 111-3hrs 103-5 hrs 0>5hrs 1
Plays video games at/on Number of responsesOnline 3Playstation/CDs 19Gaming Cafe 1
22
28
yes no
3
19
1
Online Playstation/CDs Gaming Café
11
10
0
1
<1hr 1-3hr 3-5 hrs >5hr
20
Findings from the survey (II)Class XII pass students
Below are the finding from the survey conducted on the Class XII pass students. The survey was question-naire based and the results that arrived have been tabulated as seen below. The respondents were allowed to tick all options that were applicable. The number of responses to a particular question has also been given.
Names of IT/Computer training institutes in Delhi - unaided brand recall
Names of IT institutes in Delhi
Number of responses
NIIT 14Aptech 9JetKing 6Mahan 2Ratan 2MICS 2IT Global 2IBM 2Ftech 2Kishwarna 2Empaq 1Oxford 2
Names of IT institutes in Delhi
Number of responses
Suntek 2Brimt 1Axis 1Krishna 1Rawat 1VAG 1
149
62222222
122
11111
NIITAptechJetkingMahan
RatanMICS
IT GlobalIBM
Ftech Kishwarna
Empaq OxfordSuntek
BrimtAxis
KrishnaRawat
VAG
21
Heard of NIIT
Heard of NIIT Number of responsesYes 44No 6
NIIT Programs aware of
NIIT Programs aware of Number of responsesGlobalNet+ 13GNIIT 33Uniqua 0Swift 2Not Aware 10
Heard of Bhavishya Jyoti Scholarship
Heard of Bhavishya Jyoti Scholarship
Number of responses
Yes 7No 42
44
6
Yes No
13
33
02
10
GlobaNetl+ GNIIT Uniqua Swift Not Aware
7
42
yes no
22
How the respondents came to know about GNIIT
How they came to know about GNIIT
Number of responses
Advertisements 25Friends 24GNIIT Alumni 3Website 2
Knowledge of IT in career building- Important/Fairly Important or Unimportant
Importance of IT Knowl-edge in career
Number of responses
Important 26Fairly Important 18Unimportant 0
Source of information regarding education and career
Info. regarding educa-tion/Career
Number of responses
Parents/Relatives 20Friends/Seniors 34Career Counselors/Teachers
22
Internet 26Newspaper 30TV 13Radio 2Magazine 3
2524
32
Advertisements Friends GNIIT Alumni Website
26
18
0
important fairly important unimportant
20
34
22
26
30
13
2
3
Parents/Relatives
Friends/Seniors
Career Counselors/Teachers
Internet
Newspaper
TV
Radio
Magazine
23
Reads newspaper/s
Reads newspaper/s Number of responses Yes 45
No 5
Newspapers read
Newspaper read Number of responsesTimes of India 24Hindustan Times 20Dainik Jagran 8Nav Bharat Times 13Punjab Kesari 4Hindu 2
45
5
Yes No
13
8
24
20
42
Navbharat Times
Dainik Jagran Times of India
Hindustan Times
Punjab Kesari Hindu
24
Time spent on reading newspaper in a day
Time spent on reading newspaper in a day
Number of responses
<15 min 13
15-30 min 2630-45 min 5>45 min 1
Hours spent on watching TV in a week
Hours spent on watching TV in a week
Number of responses
o-1 hr 41-3 hrs 243-5 hrs 18>5 hrs 1
Preferred time of watching TV
Preferred time of watch-ing TV
Number of responses
Morning 6Afternoon 3Evening 4Night 30Overnight 4
13
26
5
1
<15 min 15-30 min 30-45 min >45 min
4
24
18
1
<1hr 1-3hrs 3-5hrs >5hrs
6
3 4
30
4
Morning Afternoon Evening Night Overnight
25
Favorite TV Shows
Favorite TV shows Number of responsesTarak Mehta Ka Ooolta Chasma
6
Balika Vadhu 4WWE 2Indion Idol 16Chal Dhoom Dhoom 6Dance India Dance (DID)
19
Dragonball 1Roadies 5Splitsvilla 4Pratigya 6CID 4
Favorite TV shows Number of responsesComedy Circus 6Phineas and Ferbs 2Hannah Montana 1Man v/s Wild 1Desi Girls 1Stuntsmania 3Boogie Woogie 3Midnight Hot 2Two and a half men 3Zara Nach ke Dikha 2
6
4
2
16
6
19
1
5
4
6
4
6
2
1
1
1
3
3
2
3
2
tarak mehta
balika vadhu
wwe
indian idol
chak dhoom
did
dragonball
roadies
splitsvila
pratigya
CID
comedy circus
phineas ferbs
hannah montana
man v/s wild
desi girls
stuntsmania
boogie woogie
midnight hot
two and a half
zara nach ke dikha
26
Watches Reality TV
Watch Reality TV Number of responsesYes 40
No 7
Preferred genre on TV
Preferred genre on TV Number of responsesKids 2Spiritual 0Infotainment 2Movies 24News 14Sports 7Music 26Action 3General Entertainment Channels (GEC)
23
40
7
Yes No
23
3
26
7
14
24
2
2
GEC
Action
Music
Sports
news
movies
Info
Kids
27
Surfs Internet
Surfs Internet Number of responsesYes 38
No 12
Time spent on surfing Internet in a day
Time spent on surfing In-ternet in a day
Number of responses
<1 hr 151-3 hrs 163-5 hrs 4>5 hrs 3
Most visited websites
Most visited websites Number of responsesyahoo 13google 26gmail 8songspk 2youtube 6comicsforum 1santabanta 1wikipedia 1
38
12
Yes No
1516
43
<1hr 1-3hr 3-5hr >5hr
13
26
8
2
6
1
1
1
yahoo
gmail
songs pk
youtube
comicforum
santabanta
wikipedia
28
Watch videos online
Watches videos online Number of responsesYes 21
No 17
Made an online purchase
Time spent on mobile phones in a day
Time spent on mobile phone
Number of responses
<1hr 151-3 hrs 153-5hrs 2>5hrs 14
Made online purchase Number of responsesYes 7
No 31
21
17
yes no
7
31
yes no
15 15
2
14
<1hr 1-3hrs 3-5hrs >5hrs
29
Listens to radio
Listens to radio Number of responsesYes 34
No 13
Preferred time of listening to radio
How else do respondents prefer listening to music
Other preferences for lis-tening to music
Number of responses
CDs 9Online 6Ipod/MP3 Players 22Mobile 25
Preferred time of listen-ing to radio
Number of responses
Morning 9Midday 3Afternoon 4Evening 20Overnight 7
34
13
yes no
9
34
20
7
Morning Midday Afternoon Evening Overnight
9
6
22
25
CDS Online Ipod.MP3 Mobile
30
Time spent at home on a weekday
Time spent at home on a weekday
Number of responses
1-4 hrs 3
4-8 hrs 68-12 hrs 612-16 hrs 2016-20 hrs 1220-24 hrs 2
Time spent at home on a weekend
Hangs out at
Hangs out at Number of responses
Mall 15Market 33
Time spent at home on a weekend
Number of responses
1-4 hrs 1
4-8 hrs 48-12 hrs 1012-16 hrs 1316-20 hrs 920-24 hrs 13
3
6 6
20
12
2
1-4hrs 4-8hrs 8-12hrs 12-16hrs 16-20hrs 20-24hrs
1
4
10
13
9
13
1-4hrs 4-8hrs 8-12hrs 12-16hrs 16-20hrs 20-24hrs
15
33
mall market
31
Preferred mode of travelling
Preferred mode of travel-ling
Number of responses
Bus 27Auto 9Metro 16Personal Vehicle 17
Movies watched in a week
Prefers to watch movies at
Prefers to watch movies at
Number of responses
Cinema Hall 13Cable 29Rented CDs/DVDs 9Buy CDs/DVDs 5Online 2DTH 5
Movies watched in a week
Number of responses
None 71 to 5 315 to 10 6>10 4
27
9
1617
bus auto metro personal vehicle
7
31
64
None 1 to 5 5 to 10 >10
13
5
29
9
52
Cinema Hall DTH Cable Rented CDs/DVDs
Buy CDs/DVDs
Online
32
Plays video games
Plays video games Number of responsesYes 19No 30
If yes, preferred source of playing video games
Time spent on playing video games
Time spent on video games
Number of responses
<1 hr 71-3hrs 83-5 hrs 3>5hrs 0
Plays video games at/on Number of responsesOnline 7Playstation/CDs 5Gaming Cafe 4Mobile Phone 7
19
30
yes no
7
5
4
7
Online Playstation/CDs Gaming Café Mobile Phone
7
8
3
0
<1hr 1-3hr 3-5hr >5hrs
33
Discussion
1. Out of 50 students surveyed only 14 respondents could recall NIIT in unaided brand recall. But when asked if they have heard about NIIT, the 44 respondents could recollect NIIT. There is a need to make NIIT a first in mind brand to be able to surpass its competition, which also in-cludes many local players.
2. The testimonial style advertisement of GNIIT (Paromita, Ministry of New Zealand) that appeared in Education Times, a supplement of Times of India during the month of May, found it difficult to connect with the audience. Even those who accepted reading Times of India did not remember seeing the adver-tisement. (This was found when asked if they remember seeing the ad).
3. It was found in the survey with GNIIT students that 15 students were not aware before coming to an NIIT centre that Science stream in Class XII was not an eligibility criteria for GNIIT. Such questions also came up during the survey with Class XII pass students. This detail can also be included in the communication directed towards the target group.
4. As found in the survey, friends and peer group plays an important role in career decisions. Most GNIIT students got the information from their friends. Only 10 out of 50 respondents said that they got to know about GNIIT through advertisements. Communication that interests and engages the audience must be used so that it increases the WoM for GNIIT.
5. 4 students came to know about GNIIT through its website. In most centers the GNIIT batch included students who were weak in English language, yet surf the internet. If that is a part of the target group then GNIIT needs to make its communications understandable by the larger audience. The website uses words like “unfettered growth”, “vying for a career”, etc which are not understandable by those who do not come from a rich English background but still are active consumers of the GNIIT course.
6. 21 students out of 50 GNIIT students have not recommended the course to any person. Considering that WoM plays an integral part when coming to know of IT training centres, it is essential that the cur-rent students are satisfied with the course. When asked what they think about the course, most students were unsatisfied with the teaching.
7. Placement opportunity and interest in IT are the biggest reasons to choose GNIIT. The Placement advantage must be well communicated to the audience- directly and clearly. The top companies that are associated with GNIIT, may also be included in the communication. It is beneficial to speak to the audi-ence clearly so that it leads to least confusion.
34
8. Only 9 out of 50 students looked for courses similar to GNIIT which is gives a sign that people trust NIIT when it comes to computer education. When asked why they did not look for any other course respondents said, “NIIT has been there for long enough, so we came here.”
9. 42 Class XII pass respondents were not aware of Bhavishya Jyoti Scholarships. There is a possibility that students get registered to avail this scholarship if they know about it in advance. This can be com-municated in the advertisements so that it acts as an incentive for the students to at least come till the NIIT centre.
10. The respondents felt that knowledge of IT is either important or fairly important in career building but no one responded by saying it is unimportant. This shows that they understand the significance and are may be to gain knowledge in the field.
11. When it came to getting information regarding education and career, Class XII pass respondents preferred “Friends/Seniors” followed by the newspaper and the internet. Internet is actively used by the respondents and must be used effectively beyond banner ads. The fact that the respondents are also ac-tive on social networking sites helps in targeting them in a much interactive manner.
35
Recommendations
1. Tie- ups with the schools can help NIIT in increasing the top of mind recall. The student workshops can be carried out at the centers, to make them aware of the centre’s presence and also so that large numbers of students are able recognize NIIT as a premier brand in computer education. This may help in creating a long term association with the brand. The concept if NIIT eguru can be further extended to make it successful at all levels.
2. Sponsor desktops/computers in a school and create a section which is “Powered by NIIT”.
3. Graduation colleges require sponsorships for their festivals and inter-college competitions. Some colleges also include competitions dealing with IT or computers. Sponsoring such competition which gives maximum visibility also an incentive to the winner (scholarship) to pursue the GNIIT course may help.
4. There may be a need to make Bhavishya Jyoti scholarship popular amongst its TG. Make Bhav-ishya Jyoti Scholarship an event of importance- a big thing to get by conducting a state level aptitude test. A scholarship that can make students become GNIITians for free.
5. Create success stories out of those who actually got their dream job/dream company through GNIIT. It makes sense to mention the companies like Google, Motorola, Siemens, GAIL, Intel, Godrej, ICICI, IBM, Hewlett Packard, in the communication so it adds a trust value to the advertisement. When one can commit that such companies are the placement partners it is clear that GNIIT has some caliber to deliver. Testimonials from these companies can also be used in the advertisements.
6. Simplify the language on the GNIIT website. Consumers are looking for direct information not why GNIIT is best but how it will help them in their career. Here is the link of the course from Aptech similar to GNIIT. The information is crisp and to the point. http://www.aptech-education.com/pages/courses/career-courses/accp.html
Also notice, the students enquiry form, is placed right next to the information saving the trouble of finding the form.
7. “Rewarding Careers in IT”, a paid article in newspapers which talks only about IT but mentions NIIT in the list of centers where IT education is trusted and is affordable. This can be done in both Hindi and English newspapers.
36
8. A cross branded activity wherein an online competition can be created. The participants have to make a real website for a new upcoming brand. The winners may be rewarded by cash prize and gift hampers and discount on the NIIT courses.
9. An IT fest by NIIT where all college students can participate. Add some cultural competitions each day. Make registrations compulsory not just for the participants but also for those who wish to attend it. It may help in getting maximum exposure as all colleges will put up posters in respective colleges announcing the competitions and also in getting the databases required to communicate with the target group.
10. Social networking sites can be used to interact with the TG as most make use of sites like Orkut and Facebook. The fan page of NIIT on Facebook has no discussions or posts. Posting news and cre-ating discussions on IT and its trends may induce more people to join in and create brand awareness. GNIIT page on Facebook is also dead and void of conversations.
11. Mobile and email marketing may also help in increasing the brand awareness since most are ac-tive users of both the mediums. Ask for registration of the mobile phones and on doing that reward them with a GNIIT t-shirt and a bag. Important notifications regarding seminars, test, offers, can be sent to the TG.
12. In the centres, in the waiting area keep a letter each near the seating space that says “Congratula-tions! You have been confirmed your job with Google”. This letter then goes on giving the details how the above said statement can be made true by GNIIT. These letters can also be mailed to the target groups.
13. Importantly the current GNIIT students need to be satisfied with the course. Anonymous feed-back systems, and counseling sessions may help in determining what needs to be done to improve the course.
14. Change the interface of an education supplement like Education Times to look like a website for a particular edition. Put the advertisements in form of banner ads and text like it looks in a website. The details under the mast head can become the url. The home page links can tell what is in the inside pages. The information on exam dates, admissions can be listed like google search results. Basically make it look like a website. NIIT can benefit from this sort of innovation in terms of brand building and recall.
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15. Content to suit different mediums can also be created on the baseline- “That’s your difference”.
Often songs that are based on dreams, careers, team spirit, having bigger goals and aspirations are played on radio stations. These songs can be sponsored by NIIT. The follow up Voice Over may be - “This song was brought to you by GNIIT. That’s your difference. For course details SMS 0000 to XXXX.”
On Television as well, GNIIT can sponsor movies based on career, dreams, goals, aspirations etc. For example movies like Lagaan, Lakshya, Jo Jeeta Wahi Sikandar etc. and celebrate a week of “That’s your difference”. During the commercial break they can air brief snippets of the real-life stories of GNIITians who made it big and realized their dreams by getting the dream job or career by studying the GNIIT course.
16. In coffee shops like Barista, CCD keep 2 or 3 chairs that are different in color which say: GNIIT-That’s your difference.
17. Organize a chess competition in a mall. Keep GNIIT banners and other promotional material sur-rounding that playing area.
18. In Reality TV shows like Roadies, a competition that tests contestants on their IQ and Aptitude and selects “Sharpest Roadie” can be sponsored by GNIIT.
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AppendixQuestionnaire GNIIT Students
Client: GNIIT
Respondent: Current GNIIT students/graduates--------------------------------------------------------------------------------------------------------Name: _____________________________Age: ______________________________Gender: ___________________________NIIT Centre: _______________________
Q)How did you come to know about the GNIIT Program? Advertisement- TV Radio Newspaper Outdoor Internet Other ______ Friends Parents GNIIT Alumni NIIT website
Q)What prompted you to join GNIIT? Placement Opportunity Interest in IT Peer group Other Please Specify_____________________
Q) When did you enroll for GNIIT?Graduation 1st year Month_______________Graduation 2nd year- Month_______________
Q)Have you asked anyone to enroll for GNIIT? Yes No
Q)Which stream did you choose in your school?Arts Commerce Science
Q)You are pursuing your Bachelors in _________
Q) Were you aware that GNIIT does not require a science background in Class XII to be eligible for the course, prior to your interaction with GNIIT? Yes No
Q) Did you look for courses similar to GNIIT, before joining GNIIT? Yes No If yes, where did you get the information from? TV Radio Newspaper Outdoor Internet Other
Q) Do you read newspaper(s)? Yes No
If yes, name of the newspaper(s) 1)____________________(2)_____________________
How much time do you spend reading the newspaper? <15min 15min-30min 30min-45min More than 45 min
Q) How many hours do you spend in watching television? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) When do you prefer watching television? Morning(6am-12pm) Afternoon( 12pm -5pm) Evening (5pm-7pm) Night (8pm-11pm)Overnight(12pm- 5am) Q) Can you tell us your 5 favorite TV programs?a)_________________________ Channel__________b)_________________________ Channel__________c)_________________________ Channel__________d)_________________________ Channel__________e)_________________________ Channel__________
Q) Do you watch reality TV shows? Yes No
Q) Which genre do you like watching most on TV?• General Entertainment Channels• Action• Music• Sports• News• Movies• Infotainment• Spiritual • Kids
Q) Do you surf the internet? Yes No Q) If yes, how much time do you spend on the Internet? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) Which websites do you most visit?a)_________________________ (b)_________________(c)_______________________d)_________________________ (e)___________________________________
Q) How much time do you spend on checking emails? <10min 10min-30min >30min
Q) Are you a member on any of these social networking sites? If yes, please tick whichever applicable Facebook Orkut Ibibo Twitter Other Please Specify________________
Q) Do you participate in online contests? Yes No
Q) Do you watch videos online? Yes NoQ)Have you ever made an online purchase? Yes No
Q) How many hours do you spend on mobile phone, on SMS, calls, downloads? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) Do you listen to radio? Yes No What time of the day do you listen to the radio the most? Morning (6-10 am) Midday (10 am-3 pm) Afternoon (3-7 pm) Evenings (7 pm-12 midnight) Overnight (midnight-6 am)
Q) How else do you prefer listening to music? CDs Online IPod, MP3 Players Mobile
Q) On an average, how many hours do you spend at home on a weekday? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs
Q) On an average, how many hours do you spend at home on a weekend? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs
Q) Which are your favorite hangout zones?Malls________________________________Markets_________________________
Q) How do you travel to reach your destination? Bus Three-wheeler (Auto) Metro/Train Personal Vehicle
Q) How many movies do you watch in a week? None 1-5 5-10 >10
Q) Where do you watch most movies? Cinema Hall DTH Cable Operator Rented CDs, DVDs Buy CDs/DVDs Online Q) Do you enjoy playing video games? Yes No Q) If yes, where do you play video games? Online Playstation/ CDs Gaming Café
How many hours do you spend playing video games daily? <1hr 1hr-3hr 3hr- 5hr >5hr
Thank you for filling out our survey!
Name: _____________________________Age: ______________________________Gender: ___________________________Stream Class XII: _______________________
Q) Can you name any 3 IT(Computer) Training centers in Delhi?a)______________________b)____________________c)______________________Question 2, if NIIT not mentioned in Question 1, else skip to question 3Q) Have you heard of NIIT? Yes No Q) Please tick the NIIT programs that you are aware of. • NIIT GlobalNet+ GNIIT NIIT Uniqua NIIT Swift Not aware
Q) Are you aware of Bhavishya Jyoti Scholarships awarded by NIIT?Yes NoQ) How did you come to know about the programs/NIIT? Advertisement- TV Radio Newspaper Outdoor Internet Other ______ Friends Parents NIIT Alumni NIIT website Q) What is your opinion on importance of IT in career building?ImportantFairly ImportantUnimportant
Q) Which stream do you plan to graduate in?Arts Science Commerce
Where do you get your information regarding education and careers? Parents/Relatives Friends /Seniors/Career Counselors/Teachers Internet Newspapers TV Radio Magazines
Q) Do you read newspaper(s)? Yes No
If yes, name of the newspaper(s) 1)____________________(2)_____________________
Questionnaire Class XII pass students
How much time do you spend reading the newspaper? <15min 15min-30min 30min-45min More than 45 min
Q) How many hours do you spend in watching television in a week? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) When do you prefer watching television? Morning(6am-12pm) Afternoon( 12pm -5pm) Evening (5pm-7pm) Night (8pm-11pm)Overnight(12pm- 5am) Q) Can you tell us your 5 favorite TV programs?a)_________________________ Channel__________b)_________________________ Channel__________c)_________________________ Channel__________d)_________________________ Channel__________e)_________________________ Channel__________ Q) Do you watch reality TV shows? Yes NoQ) Which genre do you like watching most on TV?• General Entertainment Channels• Action• Music• Sports• News• Movies• Infotainment• Spiritual• Kids
Q) Do you surf the internet? Yes No Q) If yes, how much time do you spend on the Internet? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) Which websites do you most visit?a)_________________________ (b)_________________(c)__________________________d)_________________________ (e)___________________________________
Q) How much time do you spend on checking emails? <10min 10min-30min >30min
Q) Are you a member on any of these social networking sites? If yes, please tick whichever applicable Facebook Orkut Ibibo Twitter Other Please Specify________________
Q) Do you participate in online contests? Yes No
Q) Do you watch videos online? Yes No
21)Have you ever made an online purchase? Yes No
Q) How many hours do you spend on mobile phone, on SMS, calls, downloads? <1hr 1hr-3hr 3hr- 5hr >5hr
Q) Do you listen to radio? Yes No If yes, which is your favorite show on radio?______________________________________________________________
What time of the day do you listen to the radio the most? Morning (6-10 am) Midday (10 am-3 pm) Afternoon (3-7 pm) Evenings (7 pm-12 midnight) Overnight (midnight-6 am)
Who is your favorite RJ?_____________________
Q) How else do you prefer listening to music? CDs Online IPod, MP3 Players Mobile
Q) On an average, how many hours do you spend at home on a weekday? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs
Q) On an average, how many hours do you spend at home on a weekend? 1hr-4hrs 4hrs-8hrs 8hrs-12hrs 12hrs-16hrs 16hrs- 20hrs 20hrs-24hrs
Q) Which are your favorite hangout zones?a)________________________________(b)_________________________c)________________________________(d)_________________________
Q)Which are your favorite shopping areas?a)________________________________(b)_________________________c)________________________________(d)_________________________
Q) How do you travel to reach your destination? Bus Three-wheeler (Auto) Metro/Train Personal Vehicle
Q) How many movies do you watch in a week? None 1-5 5-10 >10
Q) Where do you watch most movies? Cinema Hall DTH Cable Operator Rented CDs, DVDs Buy CDs/DVDs Online Q) Do you enjoy playing video games? Yes No Q) If yes, where do you play video games? Online Playstation/ CDs Gaming Café Mobile Phone
How many hours do you spend playing video games daily? <1hr 1hr-3hr 3hr- 5hr >5hr
Thank you for filling out our survey!
Submitted to,
Mindshare, DLF Cyber City, Phase IIIGurgaon 122002
By,
Tejas TamhaneJICM, [email protected]
submitted to Mindshare as part of internship of 2 months