ASSIGNMENT(4)

OF
SERVICES MARKETING
TOPIC-AMITY UNIVERSITY
(EDUCATIONAL SECTOR)
MARKETING MIX, MARKETING
STRATEGIES.

SUBMITEED TO SUBMITEED BY

MRS. ANJU SAINI VIKAS MAHAJAN

10809708(G1)

R1802A07
 Amity University

Amity is the leading education group of India with over 50000 students studying across 700
acres of hi-tech campus. At Amity people are passionate about grooming leaders who are not
only thorough professionals but also good human beings with values. This is just one of the
many reasons given below, why we are consistently ranked no.1.

 
Government Recognized

The Amity University has been established by an act of State Legislature and recognized by
University Grants Commission (UGC) through the Act of State Legislature.

Marketing mix used by AMITY University

Marketing Mix is a major concept in modern marketing and involves practically everything
that a marketing company can use to influence consumer perception favorably towards its
product or services so that consumer and organizational objectives are attained, i.e.
marketing mix is a model of crafting and implementing marketing strategy.

In this assignment, I will discuss the major marketing mix variables as classified by Prof. E.
Jerome McCarthy which are:

i. Product

ii. Price

iii. Place (Distribution)

iv. Promotion.
 Throughout the assignment I will prefer AMITY University. I will refer to this Institute how
it has diversify its market products, the price range, places for distribution and the
promotional strategies they have used to promote their products.

Product

The first market mix element is Product. A product is anything that can be offered to a
market for attention, acquisition, use or consumption that might satisfy a need or want. These
product attributes can be manipulated depending on what the target market wants. Also,
customers always look for new and improved things, which is why marketers should improve
existing products, develop new ones, and discontinue old ones that are no longer needed or
wanted by the customer.

Amity has a variety of products ranging from

BACHELOR’S DEGREE COURSES

BBA - Bachelor of Business Administration

BCA - Bachelor of Computer Application

BTS - Bachelor of Tourism Studies

BMC - Bachelor of Mass Communication

B.Sc. (IT) - Bachelor of Science in Information Technology

BAJM - Bachelor of Arts in Journalism & Mass Communication

B.Sc. (FT) - Bachelor of Science in Fashion Technology

MASTER’S DEGREE COURSES

MBA - Master of Business Administration

MCA - Master of Computer Application

 MBA (IT) - Master of Business Administration in Information Technology

M.Sc. (IT) - Master of Science in Information Technology

M.Sc. (CS) - Master of Science (Computer Science)

M.Com. - Master of Commerce

LLM - Master's in Law

M.A. (Multimedia) - Master of Arts in Multimedia

MMC - Master of Mass Communication

POST GRADUATE DIPLOMA COURSES

PGDCA - Post Graduate Diploma in Computer Application

PGDMC - Post Graduate Diploma in Mass Communication

PGDHN - Post Graduate Diploma in Hardware Networking

PGDIT - Post Graduate Diploma in Information Technology

PGDA (PR) - Post Graduate Diploma in Advertising & Public Relations

PGDBST - Post Graduate Diploma in Bakery Science & Technology

PGDIMT - Post Graduate Diploma in International Management & Technology

Promotion

 Promotion is a key element of marketing program and is concerned with effectively and
efficiently communicating the decisions of marketing strategy, to favorably influence
target customers’ perceptions to facilitate exchange between the marketer and the
customer that may satisfy the objective of both customer and the company.

 A company’s promotional efforts are the only controllable means to create awareness
among publics about itself, the products and services it offers , their features and
influence their attitudes favorably
  The major elements of promotion mix include advertising, personal selling, sales
promotion, direct marketing, and publicity. Amity has used all of these marketing
communication mix elements.

Advertising

 Advertising is any paid form of non-personal mass communication

through various media to present and promote product, services and ideas etc.
by an identified sponsor

 So far, Amity has advertised its products through many different ways and media.
Through Newspapers and Radio we have seen different advertisements of its products.
Also through posters, hoardings and canopies it is advertising its products.

Sales Promotion

 Sales promotion is a marketing discipline that utilizes a variety of incentives techniques

to structure sales – related programs targeted to customers, trade, and/or sales levels that
generate a specific, measurable action or response for a product or service.

 Amity has promoted its products through different sales promotional strategies. For
example: - Providing scholarships and concessions etc.

Public Relations and Publicity

 Public relations is a broad set of communication activities employed to create and

maintain favorable relationship with employees, shareholders, suppliers, media,
educators, potential investors, financial institutions, government agencies and officials
and society in general.

Through its website, Amity has its provided contacts for those customers who will be in need of
any information from the institute. In this way it can create a mutual relationship with its
customers and ensure that it serves the wishes and demands of its customers
Place

 Decisions with respect to place focus on making the product available in adequate
quantities at places where customers are normally expected to go for them to satisfy their
needs.

 Depending on the nature of the product, marketing management decides to put into place
an exclusive, selective or intensive network of distribution, while selecting the appropriate
dealers or wholesalers.

 Amity has used it in following ways

 All the Institutes are located at prominent locations well connected with all modes of
transport .they are located at :-

OFFICE-CUM-INSTITUTE
K-16, South Extension Part-I, New Delhi-49
Ph. : 24601315, 24601316, 24601330, 2460134\

Price

 Pricing decisions are almost always made in consultation with marketing management.
Price is the only marketing mix variable that can be altered quickly. Price variables such
as dealer price, retail price, discounts, allowances, credit terms etc. influence the
development of marketing strategy, as price is a major factor that influences the
assessment of value obtained by customers. Customers directly relate price to quality,
particularly in case of products that are ego intensive of technology based.

 Amity being an educational institute which emphasize product quality, it tends to sell its
products with price range from moderately-high to high-prices. Fee structure of Amity is
about 2.95 lacs for P.G courses and around 2 lacs for U.G courses.
 Marketing strategies

Generic marketing strategy

Cost leadership

Amity University is leading in the cost as compare to all other private players available in the
educational sector in INDIA. What they are doing they are charging less fees as compare to all
other their competitors. e.g.- IIPM,LPU,ICFAI,NU.

These are the various players and only few of these are able to make their distribution network
all over INDIA. In the same manner AMITY is now going all over INDIA, AMITY had started
their campus in Chandigarh 2years ago.

Differentiation

Amity University is different in their educational system, In their placement records. It has the
highest placements in their campus so far from last five years. Also it has the highest campus
visiting by the companies so far from last five years. It is different only in one manner and that is
only from the Government Universities because they are not providing different type of courses
under one campus, and AMITY and all other private players are providing this facility.

Focus

The main focus of AMITY University is on increasing their strength of the students. And being
the no.1 University in INDIA. and on thing more their main focus is on getting the students of
P.G. because they want to provide best of the best managers and ER. To INDIA.

Promotional activity

 TV- advertisement
 Newspaper ads
 Print advertisement
  Hoardings
 Banners

The Humane Face of an Amitian

Amity believes in not just developing achievement oriented skills but also
developing humane values in students.

This is reflected in various sports, education and cultural activities that Amitians organise to
support AMITASHA, a non-profit NGO run under the aegis of Ritnand Balved Education
Foundation, the umbrella body of Amity institutions, dedicated to education and grooming of the
underprivileged girl child.

For instance, Amitians organise the Amity Insurance Cricket Cup, an annual cricket tournament
among the top insurance companies. The proceeds of this tournament are donated to Amitasha.

Services

1 Live-counseling

2 Education loans

3. Alumni section

4.Pparents section
Suggestions

MANAGEMENT- management of the amity university is not well managed, there are always
some how problems in the management and the staff as well and the students too in the amity
university. They should have proper management system in which they should select the best of
the best people in their university as what LPU is doing in their campus.

Students- amity uni8versity should use a proper system or criteria in their campus. So that all the
deserving candidates should get admission in the university.

Fees- university should charge less fees from the students, the fees now they are charging from
the students is very high, so the students who want to do MBA in AMITY cannot do this just
because of the high fees.

Strength- AMITY University should reduce their strength of the students. there are 50000 in the
one campus. So the placement probability is less of all the students. All the private universities
should reduce their no. of students.