uiu re branding

8/2/2019 UIU Re Branding

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Group Members

Ashiqur Rahman 111 071 112

Imrul Haque 111 072 109

Anunoy Haque Arnob 111 071 019

Arafat Mohammad Shibly 111 072 071



Outline

Introduction

Industry Overview

Background

Brand Audit

SWOT Analysis

Branding Insight

Recommended Strategies

Takeaways



Introduction: Objective To understand the nature of branding in education industry

To analyze the existing marketing mix of UIU

To develop a new marketing plan with specific objective of

managing it as a brand



Scope We are focusing to re - branding UIU as a Institution



Methodology Focus group survey

Secondary data



Limitations

We faced some limitations in doing this assignment –

1. Lack of time

2. Lack of experience regarding Branding



Industry Overview

Establishment of private university in Bangladesh initiatedafter the institution of the Private University Act 1992

There are 54 private universities that are operational in five

out of seven division of the country. Maximum private universities are situated in the capital.

Different universities follows different strategies likeDifferentiation, cost based strategy etc.



Market Leaders

The top ranked universities in this industry are –

1. North South University

2. East –

West University

3. Brac University

4. American International University of Bangladesh

5. Independent University of Bangladesh

6. United International University

** based on perception



Background of UIU

United International University (UIU) is a private universitylocated in Dhaka, Bangladesh. The university established in2003.

It has differentiated itself with quality of education andexcellent campus facility.

Now this is one of the leading private university inBangladesh.



Brand Audit - 7p’s

Product

UIU offers – BBA

MBAEEE

CSE

Economics




Price

Cost of programs – BBA: 5,56,750 Tk

MBA: 2,92,000 TkEEE: 6,43,000 Tk

CSE: 6,44,000 Tk

Economics: 6,03,500 Tk




Place

UIU Bhaban at Dhanmondi 8 ( R/A)

Future expansion plan (At United City)




Promotion

UIU advertise itself in leading newspapers.

Scholarship facility




People

Rich faculty members in distinct programs.

Renowned key person in key positions Experienced and expert faculties from DU, IBA and BUET.




Process

BBA and Economics are under School of Business and

Economics EEE, CSE, ETE are under School of Engineering

MBA program scheduled at evening

Two mid terms and one final exam for all programs

Career counseling for students Counseling hour with faculties




Physical Evidence

Attractive campus

Dedicated library and computer lab

Wide canteen Full air conditioned class room

Faculties and students

Decorations

Study room Gymnasium



Brand Audit - CBBE Model

As per informal focus group survey, UIU is quite a qualityinstitution with its own campus facility along with rich faculty.



SWOT Analysis

Strength

Committed faculty of our own and from BUET andDhaka University

English Language Lab equipped with the latest audio-visual aids

State of the art Computing, Microprocessor andInterfacing lab

Dedicated browsing lab with free internet and web mailservices for students

Modern library with on line access to IEEE and ACM journals and proceedings

Modern Air Conditioned classrooms equipped withelectronic teaching aids

Internship arrangement with selective firms



SWOT Analysis

Weakness

Lack of publicity for existing area of excllence

Insufficient lab facilities

Low promotion Lack of physical resource(Few capacity, playground

etc.)

Insufficient library facility



SWOT Analysis

Opportunity

High market growth

Offering new programs

Research and development International events sponsor

Opportunity for international student



SWOT Analysis

Threats

Aggressive marketing by competitors

More programs and major course offered by

competitors Government Involvence

Threat of new entrance



Branding Insight

To Re – Brand UIU, we need to do –

Introduce wide campus facility with dedicated facilitieslike international universities.

Sponsorship in encouraging educational programs like

education fair, job fair, sports program, debatecompetitions and events that supports education.

Part time job facility for students in library, canteenand campus radio station.

Advertisement in international magazines to attract

international students. Appoint renowned restaurant like KFC or Pizza Hut in

canteen.



Branding Insight

To Re – Brand UIU, we need to do –

Recognizing “Best Student of the Year” based onacademic performance.

Increase cost margin to highlight the quality of education.

Dedicated transport facility for students.

Good linkage with renowned firms in the country.

Appoint foreign faculty members.

Launch Educational Journal written by own students.




Product

Introduce new and demanding programs likeArchitecture, Pharmacy and English.

Strengthen MBA programs.




Price

Increase the cost margin to highlight the quality of education.

Promote scholarship.




Place

Introduce wide campus facility like internationaluniversity.

Launch transport facility.




Promotion

Advertisement in international magazine.

Sponsorship in different educational program.




People

Appoint foreign faculties.

Experienced personnel at management level.




Physical Evidence

Attractive campus.

Eye – catching decoration.

Neat and clean campus.



Implementation & Control

Open a Branding Department

Recruite Experience personnel to monitor the wholeprocedure



Takeaways

Strength linked to opportunities

Positioning analysis

Resources and Capabilities

Differentiation

MBS, MBM courses



THANK

YOU

uiu re branding

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