TRAINING REPORT ON BTL MARKETING IN EDUCATION INDUSTRY MAHARSHI DAYANAND UNIVERSITY, ROHTAK In partial fulfillment of the requirement for

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (INDUSTRY INTEGRATED) (Semester-II) Submitted byName: RAVINDRA THAPA Regn. No: 1130520026 Roll No: 1190210041 SKYLINE BUSINESS SCHOOL 122 Institutional Area, Sector 44, GURGAON-122003

PREFACE

The submission of a project report is a part of the MBA Programme of Skyline Business School, Gurgaon under Maharshi Dayanand University.

The author underwent the stipulated sixty (60) days project Winter Training at Cadsoft Technologies, Gurgaon.

The project work enables the student to supplement their studies at the University and giving them an opportunity to study various aspects of an industry to their placement. This report is an effort to favorable recommendation to Cadsoft Technologies, Gurgaon.

The project sought to find/study on BTL marketing in Education lndustry, Gurgaon. Based on the study, the author is presenting report and he hopes sincerely that the findings and recommendation given here in this report will be of use to the company and help in future, to formulate decisive financial strategy.

DECLARATION

I hereby declare that the training report conducted at CADsoft Technologies (Tickoo Institute of Animation), Gurgaon on the topic BTL Marketing in Education Industry is under the guidance of Mr. Chirag Malik and Mr. A. Pratik. Submitted in Partial fulfillment of the requirements for the degree of Master of Business Administration (Industry Integrated) to Maharshi Dayanand University, Rohtak, is my original work and the same has not been submitted for the award of any other Degree/diploma/fellowship Or other similar titles or prizes.

Place: Gurgaon Students Name: Ravindra Thapa

ACKNOWLEDGEMENT

I am thankful to all the people who have been helpful enough to the extent of their being instrumental in the completion and accomplishment of the project entitled BTL Marketing in Education Industry.

At the onset, I would like to express my gratitude towards Mr. A Pratik , Marketing Head, Cadsoft Technologies, for giving me an opportunity to undertake my project and for his continuous guidance, and effortless yet effective training methodology adopted throughout the course of my project. I am thankful to him for trusting my capabilities to handle the project and giving his inputs for improving it.

I would also like to thank Mr. Chirag Malik, Faculty Guide.

Ravindra Thapa MBA (II) Skyline Business School, Gurgaon

TABLE OF CONTENTS CHAPTER I SCOPE OBJECTIVE EXECUTIVE SUMMARY CHAPTER II INDUSTRY PROFILE INTRODUCTION MARKET OVERREVIW TECHNICAL EDUCATION SCENERIO -

PAGE NO.

8 9 10

11 12-13 14-15 16-17

CHAPTER III COMPANY PROFILE SWOT ANALYSIS PRODUCT & SERVICES ORGANIZATIONAL STRUCTURE DEPARTMENTAL STUDY COMPETITOR ANALYSIS 18-21 22 23-24 25 26 27

CHAPTER IV ABOUT THE STUDY OBJECTIVE OF THE PROJECT SUBJECT REVIEW WHY BTL MARKETING 28 29 29-30 31-33

CHAPTER V ABOUT THE PROJECT DURING INTERNSHIP TASK HANDLED DURING THE INTERNSHIP BTL MARKETING PROCESS USED IMPORTANT FACTORS IN BTL MARKETING 34-38 39-41 41-44 45-46

CHAPTER VI FINDINGS RECOMMENDATIONS CONCLUSION BIBILOGRAPHY 47 48 49 50

CHAPTER I

SCOPE Scope in Animation Industry

There is a huge demand for Animators and the demand for Animation Professionals will grow exponentially, making the animation industry the most sought after and lucrative profession with huge job opportunities. Animation and Visual Effects (VFX) has touched almost all aspects of media, entertainment, communication, advertising, architecture visualization, visual effects, and broadcast industry. Tickoo Institute of Animation and VFX has been established with the purpose of providing world-class training in all fields of Animation and Visual Effects.

OBJECTIVE

To study the scope of Below the Line (BTL) Marketing and Animation for the Education industry in India To understand the animation & cad/cam industry.

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EXECUTIVE SUMMARY
With ever increasing mushrooming growth in the number of higher and technical education institutions across the country, competitions between and among institutions for occupying and retaining biggest market share is indeed ferocious. Extensive use of latest information communication technologies (ICT) backed by strong professional expertise, supports and services of media and communication agencies have added new dimensions to marketing strategies. Academic institutions use diverse and judicious mix of marketing strategies including Below The Line (BTL) and Above The Line (ATL) marketing strategies to reach target audience and convert footfalls into admissions to various UG and PG academic verticals. Over the years, BTL marketing strategies have proved much beneficial especially to the small players in reaching to target audience. The present paper is a modest attempt to critically examine the prevailing marketing scenario and the importance of BTL marketing strategies in higher and technical education sector due to their impact generating potential viz cost effectiveness. Authors have made certain suggestions for increasing efficacy of BTL marketing strategies for various academic verticals of academic institutions.

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CHAPTER II INDUSTRY PROFILE

With ever increasing mushrooming growth in the number of higher and technical education institutions across the country, competitions between and among institutions for occupying and retaining biggest market share is indeed ferocious. Extensive use of latest information communication technologies (ICT) backed by strong professional expertise, supports and services of media and communication agencies have added new dimensions to marketing strategies. Academic institutions use diverse and judicious mix of marketing strategies including Below the Line (BTL) and Above the Line (ATL) marketing strategies to reach target audience and convert footfalls into admissions to various UG and PG academic verticals. Over the years, BTL marketing strategies have proved much beneficial especially to the small players in reaching to target audience. The present paper is a modest attempt to critically examine the prevailing marketing scenario and the importance of BTL marketing strategies in higher and technical education sector due to their impact generating potential viz a viz cost effectiveness. Authors have made certain suggestions for increasing efficacy of BTL marketing strategies for various academic verticals of academic institutions.

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INTRODUCTION
Marketing, one of the social and managerial functions has been defined as a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of values freely with others. Marketing has been defined as an art of selling products. Peter Drucker, a leading management theorist, says that the aim of marketing is to make selling superfluous. Its aim is to know and understand the customer so well that the product or service fits him and sells itself. Therefore, ideally marketing should result in a customer, who is ready to buy a product or service. It has also been defined as the process of planning and executing of the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing management is therefore an art as well as science of applying core marketing concepts to choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer values. With recent mushrooming growth in the number of higher and technical education institutions all over the country and especially in private sector and the growing demand for quality and value added education among all stakeholders have necessitated use of different permutations and combinations of marketing strategies by academic institutions to attract and retain the maximum number of students in their folds. Till recently institutions were employing all sorts of traditional strategies to market themselves but now the marketing scenario stands dramatically transformed. In order to supplement and complement the ongoing marketing efforts of the academic institutions and provide them professional communication and media supports and services, a fairly large numbers of service provider agencies have stepped into the arena. Their entrance on the scene has drastically changed the marketing scenario. With rapid expansion in education sector, today providing professional communication and media supports and services to academic institutions is a roaring but much competitive business. Latest information communication technologies are being pressed into services to score extra mileage over competitors in th e business. Education business sector, one of the fast expanding sectors, and listed under the concurrent list of the Indian Constitution, is unfortunately now being seen as a quick buck business.

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Media communications, market research and other professional agencies by joining hands with educational institutions for mutual benefits are playing a pivotal role in establishing their client institutions as brands. A judicious mix of many marketing strategies including Above the Line (ATL) and Below the Line (BTL) marketing strategies are currently in use. Undisputedly quality education is the need of the hour and now with each passing day students are becoming more conscious and enlightened about their career as everybody demands best quality and is also willing to pay for it. Further, the students have many options to choose from. For acquiring industry ready employability potential, need for quality education is being recognized by all stakeholders and so is the proportion to pay for it. Since today more and more customers are selective on the quality of the products and services with highest degree of professional touch, therefore most of the companies now hiring engineers or doctors with managerial qualifications, knowledge and skills. This growing concern has made business management education a lucrative venture. Today business education market in India is aboutRs.30 billion and has grown at a rate of12% CAGR in last three years. What is paradoxical thewhile expansion in the higher education sector is registering multifold increase with establishment of a fairly large number of higher and technical education institutions across the country but on the other hand around 250 BSchools have pulled down their shutters during thelast two years for want of requisite number of students necessary to ensure their bare minimal Survival. This is a serious alarm for those institutions, which perhaps work on factory model,have consistently failed to deliver quality and thus in turn have produced unemployablemanagement graduates. Moreover, such challenges in education sector will perhaps be of a littlemore different nature and magnitude with each successive year.

Key trends
The significant changes which shaped the industry in the last few years were The shift from a pure offshoring services industry to the growth of domestic consumer market. In gaming, the mobile and console segments contributed to domestic consumption and animation entertainment segment took early steps towards domestic box office success. The services market, on the back of successful project deliveries moved up the value chain especially in animation with end to end animation movies being produced in India.

Growth of sub sectors like custom content development where animation is used for education, training and simulation purposes and also the console gaming market with the entry of global majors like Sony & Microsoft.
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MARKET OVERVIEW Animation

The global animation market was estimated at USD 68 billion in 2008 and is expected to grow at a CAGR of 10 per cent to reach USD 100 billion by 2012. The animation industry in India was estimated at USD 494 million in 2008 and is expected to grow at a CAGR of 22 per cent to reach USD 1 billion by 2012. The animation industry in India can be divided into the following key segments: Animation entertainment Animation education Custom content development and multimedia/web design VFX In absolute terms, custom content development and multimedia/web design is the largest segment today, followed by animation entertainment, animation education and VFX. In 2012, custom content development and multimedia/web design is expected to remain the largest segment, followed by animation entertainment, VFX and animation education. The growth drivers in the animation industry in India are: There has been an increase in the size of the domestic animation market as well as the outsourcing market. Cost arbitrage is the key driver for development of foreign movies in India. Proven credentials, international quality and on time delivery capabilities are helping Indian companies get offshored work from foreign studios. The industry has moved from a pure offshored model to co-production model in some cases. The Indian studio brings in the manpower and infrastructure to develop the movie and the international producer will finance marketing, distribution, etc. The increased interest of Bollywood and regional cinema industry for animation has also helped the industry. With Internet advertising growing along with bandwidth, more complicated multimedia content is being developed for the web. The growth of new media and interactive platforms.

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Gaming
The global gaming market was estimated at USD 36 billion in 2008 and is expected to grow at a CAGR of 10.5 per cent to reach USD 53.6 billion by 2012. The Indian gaming industry was estimated at USD 167 million in 2008 and is forecasted to grow at a CAGR of 49 per cent to reach USD 830 million by 2012. The gaming industry can be divided into the following key segments: Online games Massively multiplayer online role-playing games (MMORPG) Casual Mobile games PC games Console games Regular Handheld In 2008, the console gaming segment is estimated to account for the largest share of the Indian gaming market, followed by mobile gaming, online gaming and PC gaming. In 2012, console gaming is expected to retain market share and still account for the largest share of the Indian gaming market, followed by mobile gaming, online gaming and finally PC gaming. The growth drivers in the gaming industry in India are: The growth of the gaming industry from 2006 levels is primarily driven by increased consumer spending on gaming. The services side of the business is propelled by captives set up by international publishers of mobile game development, BPO support for MMORPG games and development revenues from PC/console game production, game art, etc. By 2012, the movement up the value chain in services, resulting in more end-to- end offshoring work, is expected to contribute to the growth of revenue from development services. Domestic outsourcing is also expected to pick up, especially in the mobile and online gaming segment. Original IP development in domestic and international markets, which is at a nascent stage, will gaining significance in coming years. Falling console prices and increasing mobile and broadband penetration are expected to give a fillip to consumer markets.

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Technical Education Scenario: Nationwide:

Our great saints and seers have been showing the entire world the path of enlightenment leading to the ultimate truth since the dawn of civilization. Even during the Vedic period (100-800BC) India had some of the prominent institutions of higher education, which attracted scholars from different parts of the world to come to India in pursuit of knowledge. Universities of Takshashila and Nalanda survived till the end of the fifth and twelfth century AD respectively. The other Vedic centers of education were located at Vallabhi, Vikramshila, Kashi, Nadia, Ujjain and Kanchi. The high quality of the manufactured articles available during the medieval period is proof of the excellent system of vocational training. People took great interest in vocational education on account of which trained workmen of every trade were available in abundance during that period. The importance of technical education in the new industrial age in India was realized in the second half of the 19th century, resulting in the establishment of modern universities and leading institutions in India.

Development of Modern Technical Education: Development during 19th Century The British Government initiated activities relating to military, civil administration or education mainly in Calcutta, Bombay and Madras. It is at these centers that the earliest efforts for establishing schools for formal technical education were made. The first survey school namely The Madras Survey School which was started in Madras in 1794 was expanded in 1857. This school was later to grow into the Engineering College, Guindy. The importance of Civil Engineering as a branch of instruction for Indians began to attract attention of authorities in 1840s. Survey classes were stared in Hindu College Bengal (1817), Elphinstone Institution, Bombay (1844) and Saharanpur School (1845). When the construction of the Ganga canal was started in1842, it was then that LtGovernor James Thomason of the North Western Province proposed to the government to form a nucleus at Roorkee for training engineering personnel at various levels for the public works of the country. A college was established in 1847, which stared functioning from January 1848 under the principal ship of Lt. Col. R. Mac lagan.
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 During 1842 it was felt that The Madras Survey School was not adequate for the requirements of the Public Works Department (PWD) and there was a necessity for establishment of an engineering college also. The government thus agreed on the need to upgrade the Madras survey School and finally the Civil Engineering College came into existence at Madras. The college was affiliated to Madras University and became the first institution in India to offer a degree course in Civil and Mechanical Engineering. It was in 1854 that the establishment of modern universities in India was first recommended by the Woods Education Despatch, and as a consequence three Universities in the presidency towns of Bombay, Calcutta and Madras were set up in 1857. A college was established in 1854 at Bombay for imparting instructions in various aspects of Civil Engineering to surveyors, overseers, foreman and artisans.

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CHAPTER III COMPANY PROFILE

CADCIM Technologies is one of the world's leading providers of quality CAD/CAM/CAE, Civil, and Animation textbooks. Additionally, the company publishes textbooks in various other fields such as GIS and Computer Programming. They also provide Free Teaching and Learning Resources with all our textbooks to simplify, strengthen, and supplement teaching and learning. Apart from publishing textbooks, the company also provides consultancy services and online training to universities and colleges all over the world. Incepted in 1992 under the leadership of Prof. Sham Tickoo of Purdue University Calumet, USA, the company publishes high quality textbooks with comprehensive study material. The team of authors at CADCIM Technologies consists of qualified and experienced engineers, programmers, and animation specialists who work with Prof. Tickoo to produce textbooks on multiple software packages. Within a short span, the company has established an unrivalled market worldwide through its textbooks on various software packages such as SolidWorks, Autodesk Inventor, CATIA, Autodesk Revit Architecture, 3ds Max, VB.NET to list a few. The company has grown steadily and has carved a niche for itself in the world market with its textbooks being in demand in countries as diverse as USA, China, Italy, Philippines, UK, Sweden, Denmark, Norway, Ireland, Spain, Russia, and India. Due to the simplicity, clarity, and in-depth coverage of subjects, CADCIM textbooks have been wellappreciated and adopted by various colleges and universities all over the world. Moreover, some of the textbooks published by CADCIM have been translated in many languages including Italian, Japanese, Chinese and Serbian. Apart from authoring textbooks, CADCIM Technologies also provides Online Training Services on CAD/CAM/CAE, Civil, GIS, Animation, and Computer Programming to individuals, students, training centers, corporate executives, and educational institutions. Our online training can be delivered via internet at any time, any pace, and at any place in the world. The classes are conducted by Prof. Sham Tickoo, Purdue University Calumet, USA or his team of authors who have co-authored one of the best-selling textbooks on various software packages.
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Working with the mission of providing reliable, cost-effective and competitive engineering solutions to the manufacturing industry, corporate businesses, and educational institutions, CADCIM also offers professional Consultancy Services on CAD/CAM/CAE, Civil, GIS, Animation, and Web-based Applications. They also offer consultancy services in technical documentation, multimedia product development, and training services. The focus of our consultancy team is to work with its industry partners, utilize its technical expertise, and provide fast, accurate, and reliable consultancy services to keep the life cycle of your product of track. Yet another feature of CADCIM Technologies is the services the company provides to faculty members in terms of upgrading existing CAD-related textbooks or training material to the latest release or doing their comprehensive technical editing and copy editing. In addition, the company specializes in creating layouts as well as attractive cover page designs for manuscripts, inserting artwork, and preparing customized business presentations using the state-of-the-art tools.

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About Tickoo institute of Animation (TIA) -

TIA is a part of CADCIM Technologies, one of the leading providers of quality textbooks on software related to CAD/CAM/CAE, animation, computer programming, and Civil/GIS. Apart from authoring textbooks, CADCIM also provides online training and engineering consultancy services to its clients worldwide. TIA has been established with a vision to provide students with high-end 3D Animation and VFX education. Started under the leadership of Prof. Sham Tickoo, TIA focuses on imparting quality education on different career oriented courses. To facilitate this, TIA is staffed with the professionals who have expertise in authoring different animation related textbooks. After successful completion of a program/course, the students will be awarded CADCIM authorized certificate from CADCIM Technologies, USA.

Challenges

The main challenge that the animation industry is facing today is the lack of creative, efficient, and well-trained workforce of animators and CG artists produced. This generally happens because most of the animation institutes do not conduct proper screening test before enrolling a student. As a result, the candidates lacking creativity and dedication get admission in such institutes, thereby causing a huge gap between the number of students enrolled and the number of skilled artists produced.

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Mission

To become the leading provider of educational material and support services in the field of CAD/CAM/CAE, Civil, GIS, Animation, and Computer Programming. To provide reliable, cost-effective engineering solutions and online training services to the industry. To channelize individual capabilities of all CADCIM Technologies employees into team performances, powered by human values and mutual respect.

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SWOT ANALYSIS

STRENGTHS
1. English speaking population- A competitive advantage! 2. Equipped Studios 3. Low cost of animation services 4. Encasing on Rich heritage

WEAKNESSES
1. Capital Intensive nature 2. Insufficient skilled talent 3. Weak IP regulations

OPPORTUNITIES
1. Growing demand of animated movies 2. Increasing awareness as a Career 3. Visual effects on the go! 4. Gaming Industry The Emerging star!

THREATS
1. Acute Competition 2. Cultural constraints 3. Lack of government support 4. Piracy

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Product & Services

Cadsoft Technologies: Textbooks Animation and Visual Effects CAD/CAM CAE Simulation Civil/GIS Computer Programming eBooks Multimedia All Books AutoCAD Textbooks

Softwares SMLayout

Special Offers Download Free Books Discounted Books Special of the Month

Consulting CAD/CAM Design Center 3D Solid Modeling Paper to CAD Services

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 Civil and Architecture Drafting and Detailing Walkthrough Animation GIS

IT Services Software Development Web Designing Multimedia &Animation

ONLINE TRAINING
Solid Works Autodesk Alias CATIA Revit Architecture Pro/ENGINEER Wildfire NX

TIAs Product & Services

Course Offered

Foundation Courses

TIA-100: Foundation Course - I (Mandatory for all students) TIA-101: Foundation Course - II 3DS Max and Maya (Prerequisite: TIA-100) (Mandatory for all students)

Specialization Courses

TIA-201: CG Asset Creation Maya (Prerequisite: TIA-100, TIA-101) TIA-202: CG Asset Creation Max (Prerequisite: TIA-100, TIA-101) TIA-203: CG Animation Maya (Prerequisite: TIA-100, TIA-101) TIA-204: Animation & Visual Effects (Prerequisite: TIA-100, TIA-101) TIA-205: Advanced diploma in Compositing (Prerequisite TIA-100)

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ORGANIZATIONAL STRUCTURE

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DEPARTMENTAL STUDY Finance department: The finance department is one of the most important departments in a business, as it helps provide the financing and accounting information necessary to make various decisions. However, this department has a role that encompasses a number of duties. The Finance Department develops and implements fiscal and administrative policy, and provides professional advice, fiscal analysis and recommendations to the Chancellor, the Board and the collagenous on matters related to sound financial planning, spending and revenue budgets, financial forecasts, fiscal modeling and collective bargaining costs. The department manages and oversees accounting, financial reconciliation, fiscal reporting, internal and external audits, and the development and implementation of the biennial operating budget and interface with the capital budget for the system and financial condition for compliance with national accounting standards, budgetary and policy requirements and plans; direct the implementation and on-going maintenance of automated financial systems, system controls and user training and support; and provide system office financial and business office support functions.

MARKETING The marketing department is really an important part of getting an animated film to work. If the people running it are used to selling live action films and the hard rock music and the sex and all those things. Anything outside that, they just don't know what to do with it.
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COMPETITOR ANALYSIS
Major competitors
Aakriti Institute for Art, Animation & Gaming Apeejay institute of design Arena animation Bapu Graphics Cabainnovatives Access Atlantech Media College, New Delhi (AAT) AIWC Computer Training Centre Animaster - Pitampura MAAC TGS

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CHAPTER IV ABOUT THE TOPIC

Introduction Success without marketing and promotion is almost impossible; it is not only applicable for a business, equally applicable for an individual. An individual need to market him to be successful,similarly a brand also needs promotion to be sold. Business does not exist in vacuum; it issurrounded by a big society. Marketing does not mean only selling, it means making relation withthe society through customer relation making, advertisement, understanding the attitude of consumers and many other ways. Marketing is no doubt the key to success for every institution or organization.My primary objective of this project is to understand the fourth P of marketing i.e. Promotionin depth and apply my acquired knowledge. DefinitionBTL communications use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL communication that gives the marketer the ability to tailor their messaging in a more personal manner to the audience.

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Objective of the Project

The objective of my project is to 1. Understand BTL Promotion in depth as much as possible 2. Understand Scope of Animation Industry 3. Understand different Technique of promotion 4. Provide new ideas to promote brand 5. Improve performance of the Company by applying the knowledge of marketing.

Subject Review
Above the line (ATL), below the line (BTL), and through the Line (TTL), in organizational business and marketing communications, are advertising techniques.In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions aretargeted at individuals according to their needs or preferences. While ATL promotions canestablish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult tomeasure well, while BTL promotions are highly measurable, giving marketers valuable insightsinto their return-on-investment.'Promotional activities carried out through mass media, such as television, radio and newspaper,are classed as "above the line" Promotion marketing promotion. "Below the line" promotionrefers to forms of non-media communication or advertising, and has become increasinglyimportant in the communications mix of many companies, not only those involved in fast movingconsumer goods, but also for good (economics and accounting) industrial goods."Through the line" refers to an advertising strategy involving both above and below the linecommunications in which one form of advertising points the target to another form of advertisingthereby crossing the "line".

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The line:
Used loosely, ATL still means mass media. However the media landscape has shifted sodramatically that advertisers have reconsidered the definitions of mass media.For some marketers the "line" divides the realm of "Awareness or Attention focused marketing"and that of "Interest + Desire focused marketing". Since audience numbers in the Interest andDesire phase of the AIDA marketing /AIDA sales model narrow down to a fraction of theAwareness audience, the line could be drawn right below the awareness set of activities.Loosely put, everything done prior to a customer's actual entry into a retail outlet is ATL for theseretailers, as they define shop-floor activities as the true BTL set of activities which decide onwhich brand sells eventually.It could also be argued this is a reverse definition, i.e. the Line came before the above definitiondid. The Line more likely refers to the profit line of the agency, with above the line activities being more profitable (or at least profitable) for advertising agencies, and below the line activitiesof little value to agencies since they didn't involve large budgets and hefty kickbacks from media buying houses. Below the line sales promotion BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or inkind, and having short duration. It is efficient and cost-effective for targeting a limited andspecific group. It uses less conventional methods than the usual ATL channels of advertising, Typically focusing on direct means of communication, most commonly direct mail and email,often using highly targeted lists of names to maximize response rates. BTL services may includethose for which a fee is agreed upon and charged up front.BTL is a common technique used for "touch and feel" products (consumer items where thecustomer will rely on immediate information rather than previously researched items). BTLtechniques ensure recall of the brand while at the same time highlighting the features of the product.Another BTL technique involves sales personnel deployed at retail stores near targeted products.This technique may be used to generate trials of newly launched products. It helps marketersestablish one-to-one relationship with consumers while mass promotions, by definition, make itdifficult to gauge consumer-response, except at the time of sales. Examples include Tele-marketing, road shows, promotions, in- shop and shop-front activities, display units.

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Why BTL Marketing

Some advantagesthat proved BTL as one of the more effective communication marketing techniques areEasily measured response Quick achievement of objectives Flexible application Relatively economical Direct support of sales force

There are also some limitations of BTL activities which may curtail the importance of BTLas part of the marketing mix while undertaking brand strategic plan which are presented as Under: (offera complimentary product to supplement core product) can cheapen brand image bserved short-term advantages itscompleteness.

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Services Chart
Presented below is the list of activities which are adopted under the BTL umbrella.

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BTL Marketing

Event Management

Brand Activation

Direct Marketing

Exhibitions Seminars Conferences Musical concerts

Brand Launch DDS & C Store & Mall Interception Road Shows Float Operations

Direct Mail Shots Brochure Distribution

Personal Selling Delivery of premiums

FIG: FUNCTIONS OF BTL MARKETING Kiosk

Placement

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CHAPTER V
ABOUT PROJECT DURING THE INTERNSHIP

PLANNING AND ORGANIZING BTL MARKETING ACTIVITIES - PREREQUISITES In order to successfully plan and organize BTL marketing activities campaigns, academic institutions need to first identify Target Audience (TA) and understand their requirements and then generate an urge in TA to understand and learn more about the institution preferably by visiting the institution. Once the TA seems to be inclined, to grab the TAs attention the institution needs to Increase visibility of its brand by tapping TA in his own environment by differentiating its brand from others players in that category. This would be possible only through consistent communications from the institution. Offering hospitality and patiently handling queries of the prospective admission seekers and their accompanying parents/guardians especially by the well trained, groomed and presentable faculty and students volunteers the goodwill ambassadors of the institution - will prove a great boon in bringing the fence-sitter prospective admission seekers into the leap of the institution as word of mouth is the best form of making others to understand and appreciate your points of view. A well drafted set of Frequently Asked Questions (FAQs) with their standard replies would be quite handy foreducation marketing/business development teams in persuading prospective admission seekers. Here the basic focus mu st be to convince the prospective admission seekers rather than to get convinced by them and later repent for an easy catch dropped.
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 Academic institution at this junction needs to understand clearly that TA is at the start of his career life, has competition in his own life, wish to stay ahead from others by improvising self-confidence, and thus wish to grow in professional life. Since according to the psychology of individual differences, each and every TA has his own individual personality i.e. he is active, creative, assertive, independent in his outlook, has aspirations, and attach importance of being happening/cool a peer group or social driven factor; therefore it is important to appeal across Target Group (TG) psychographics and create an emotional connect/bond. In order to attain this, academic institution needs to create a distance positioning for itself i.e. a definition of who am I, what are my core strengths (establishing differentiation viz-a-viz competition about where does the institution stands for in TG mind space), and finally what role the institution would play in educational landscape over the coming years? Academic institution is therefore required to work hard to create an impression in the mind of TA that this is the only place where their dreams will take shape as institution will nurture their dreams and mound their aspiring careers. This strategy should be unlike other institutes who inspire students to dream big, but do not empower them to realize those big dreams.

MINDSET OF TARGET AUDIENCE (TA) AND BTL ACTIVITIES Conducting BTL marketing activities is not the one-time affair. It need to be an ongoing activity throughout the year but certainly with more focused concentration during admission season withmore attentiveness to develop the mindset of the feeder cadre potential admission seekers i.e.students, who are studying in the same institution. Identifying potential admission seekers andkeeping their interest in the institution alive is a very painstaking and persuasive exercise. Onceidentified with aroused interest, TA needs to be tracked very carefully by the marketing/businessdevelopment teams for sure convertibility into admissions through the conduct of different sets of programs and activities as suggested below:Establish Counseling Centers in Schools/Colleges to conduct workshops by educationists fromvarious fields, organize interschool academic/sports competitions - make it an annual event andsponsor it; offer a scholarship program for winners; place
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kiosks/standees inside the schools/colleges with social messages; organize seminars/workshops/conferences/dialogues onthemes of topical interests and help students in managing their examination related stress;distribute leaflets/pump lets/information brochures/prospectus etc. at 10+2, AIEEE, MAT, CATand other examination centers located in the probable geographical catchment areas along withpromotional gifts like pen, pen stands, note books, pocket diary, calendar (wall/desk/table),visiting card size calendars with god/goddess photographs, badges, caps, shirts etc. by putting acanopy at prominent locations outside the examination centers; place banners/posters/displayboards/hoardings etc. at appropriate identified locations; and developing tie up with CounselingCenters in order to increase footfalls/enquiry calls. Cinema halls, fast food joints/Tiffin services,social networking sites and buzz may be other platforms for conducting such activities.Conduct of BTL outdoor marketing activities are also necessary as outdoor advertising isavailable 24 hours a day, seven days a week and 365 days a year which generates incessantlyrepeated exposure to potential customers; captures consumers on their way to work/buy/visit;perfect for reaching mass audiences and great for targeting specific groups and ages; and providebest return on advertising expenditure. In nutshell, outdoor adverting is second to none and with new digital billboards and technologies, it is only getting better with each passing day.

EFFECTIVE USE OF CREATIVE ROUTES AND PUNCH LINES Academic institutions adopt many creative routes as well as punch lines to communicate distinctly and thus attempt to reach target audience. Creative routes highlighting USP e.g.campus size, geographical presence, physical infrastructure, student enrollment and facultystrength, faculty- students ratio, hi-tech campus with smart card entry, separate hostels for boysand girls, round the clock water/power/medical/security, intellectual capital research focusedrepudiated faculty, personalized attention, institute-industry interface, foreign collaborations,twinning academic programs, international faculty, international placements etc. need to be continuously reflected in all BTL activities including leaflets, pump lets, information brochures etc. so that target audience may well correlate all such messages and slowly but steadily built their mindset about a particular institution and its programs. Changing creative routes frequentlymay often result the message lost in environment. However, at regular intervals some innovativerefreshing changes in creative routes are necessary to remove monotony
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and keep interest ofaudience alive in the institution. Audience will certainly respond positively to such refreshinginitiatives. Further, use of Punch Lines in BTL marketing activities along with the creative routesalso help in communicating with target audience as it touches the very psyche of the target audience, which finds their aspirations reflected in such punch lines and thus continuously feelmotivated to achieve their set goals.

USP - THE BIGGEST STRENGTHS

All academic institutions have one or the other sets of USP, which they might have rigorously built over the years through sincere and painstaking efforts and regularly highlight the same every year for attracting admissions. Location accessibility, infrastructure and student support facilities, institutions promoter(s) background, strong corporate backings, faculty profile, faculty attrition rate, examination results and merits/positions secured, highest placements in monetary terms, recognitions and ranking/rating/awards achieved/received by faculty and the institution from affiliating University/recognized rating agency, social auditing etc. could be some of the parameters on which the particular institution might have fared well. Such set of USPs do invariable find place in all the promotional materials being distributed by institutions to reach to target audience and may be found prominently displayed/reflected at their main entrance, different academic departments, popular hang around in the campus premises, library and as well as near the reception counters for immediate attention of all the prospective admission seekersand their accompanying parents/guardians. However, there may be the possibilities of over exaggerations in all such claimed USPs by institutions primarily to attract prospective admission seekers and therefore one need to carefully check authenticity of all such claimed USPs personally from the appropriate authorities well prior to taking admissions so as to avoid any repentance in future. There have been instances of befooling students by certain institutions and/or by fake universities on flimsy grounds, which hold no water whatsoever. Such institutions/universities not only rob hard earned money of parents but simultaneously ruin academic and professional careers of students.

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Over the years marketing strategies being adopted by academic institutions to market their various UG, PG and other academic verticals of professional nature have witnessed dramatic changes. Today marketing agencies extensively using latest information communication technologies (ICT) to communicate with target audience are helping academic institutions for establishing supremacy of their clients over competitors. With the introduction of internet, ecommerce and now mobile commerce; marketing scenario has witnessed great dynamism, competitiveness, creativity and challenges. Intensified competitions for differentiation and developing their own brands have propelled competing institutions to adopt aggressive marketing strategies to the unprecedented heights. This trend has become more visible since mid 1980 as organizations across the world have starting paying considerable attention towards value creation of their products, processes and services. In the given scenario, aggressive marketing below the line (BTL) and above the line (ATL) - by the institutions through electronic and print media etc. to showcase their superiority over competitors on various rating parameters has become the order of the day. Thus marketing landscape has seen significant transformation as the concept of communication and the use of communication has changed drastically resulting into brutal competition, even using unfair means, to continue to remain on top position in business, be it education business. Academic institutions, therefore, use different set of permutations and combinations of mixed and penetrating marketing strategies to reach target audience/groups and garner optimal benefits each successive academic year.

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Task Handled During the Internship

1.Brand Building Creating awareness about the launch of new products/brand Enormous nos. of brands/products is launched every month. Similarly innumerable new music albums, films etc, get released periodically. This tends to create clutter of product launches. Thelarge no. of launches also leads to need to overcome the oohyet-another- product syndrome.The need to therefore catch the attention of the target audience at the time of launch becomes veryimportant. Meticulously planned events for the launch of a product/brand seldom fail to catch theattention of the target audience. Presentation of brand description to highlight the added features of product/services Sometimes technological changes pave the way for manufactures or service providers toaugment their products. To convey this via traditional modes of communication to the existing and potential customer base may sometimes be futile. Special service camps of exhibitions are the perfect events that provide the opportunity for a two way interactionand error free communication. For Example, IMTEX, the Industrial Machine ToolsExhibition, is an event used by most machine tool manufactures to explain and highlightthe new and improved features of their product. Helping in rejuvenating brands during the different stages of product life cycle The massive amount of money that is spent during the introduction stage of products getsdrastically reduced over time. By the time the product reaches its maturity/decline stage, the need for cutting down the budgets associated with the media campaigns, while at the same timemaintaining the customer base is felt.
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And events offer the best medium for such a focused approach. It helps in generating feelings of brand loyalty in the products end user by treatingthem as royally as possible. Helping in communicating the repositioning of brands/products Events help in repositioning exercises to be carried out successfully. In other words, events can bedesigned to assist in changing beliefs about firms/products/services. Associating the brand personality of clients with the personality of target market Our target market was according to the brand personality likeo o o o o Engineering student School student Working engineers Real estate companies Polytechnique students Following people are according to the product & services which has been provided by the Cadsoft & TIA because we knew it our target customers need all the services because education trend and consultancy services are changing very rapidly Most of the people who are living in Gurgaon have good income and are able to spend money for the animation courses. If we talk about consultancy services opportunities in Gurgaon than this city is known as the New York of India so organization can approach to many companies Creating and maintaining brand identity BTL marketing helps the organization to create a good brand image in the mind of customer because it includes direct interaction with all kind of customer. We installed Canopy many time in front of different engineering & Polytechnique College so that we were able to interact with all the students who were interested. Installed Canopy in front of alcohol engineering college Met up with HOD of mechanical department of several institutes located in Gurgaon to fix an appointment so that we could conduct a free seminar for students.
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 Image Building Image building includes some other things like what a customer thinks about the services & product of company

BTL Marketing Process in Organization (Cadsofts Technologies& TIA)

Know Your Target Market
Some of the questions which you should be able to answer are: Who do you see working withyour BTL marketing company? Are you targeting the multinational companies, local concerns or would you like to work on sublet basis? Knowing your target market before you start planning will not only help you solidify your services; it will help determine your location, human resource, the working philosophy and values of your company. A BTL company, which only tries to cater to multinationals and establish brands, may not remain in the lime light for a long period of time. On the other hand, a conservative, traditional BTL company offering stereo-type solutions wouldn't be appealing to companies either. Target Market

Engineering Institute Higher Secondary School Polytechnique College Real State Organization

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 Selecting a Service portfolio and concept

What type of company would you like to own? Typically, your service domain will either be a strategy based BTL Company, which offers activation based creative solutions to brands; After narrowing your establishment to one of these options, you can also select a mix of services, which comprises a range of activities. One must select the appropriate mix of services. Some of the questions you need to answer are: Would direct consumer contact execution on client brief be enough or a build-on as a brand activation agency? What is theneed of time? Choosing your company concept goes hand-in-hand with your choice inservice portfolio and style.

Service Portfolio
Animation Courses SHOP Textbooks

Publishing Consulting Online training

Software

Develop a Business Plan

Like any other type of company, a BTL marketing company will need a concise businessplan. This plan should include but is not limited to: the overall concept and goal of the company; specific financial information and projections; a description of the target market; services and pricing; office lay out and employee details; business development plan; and a potential exit strategy.

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 Offer the Service and not a service

In services sector, the services offered can make or break a company, and should be in accordance with the overall concept of the company. Re-visit the business plan to make sure the services are in accordance with todays demand of your target ma rket, with a value added package within the range of the specified budget. However, it must complement the company service design concept. For example, if the company is Brand Activation, you will need a strategy department. If it is supposed to be an event management establishment, a lot of thought will require before selecting the proposed events list.

Choose a Location & Layout

It is important to find a location that has an ample space including briefing and meetingrooms, convenient parking, and is in proximity to prospective client businesses. It is necessary to revisit the business plan to make sure you are close to your target market. If you are opening a BTL marketing company, it may not be the best idea to open it in the proximity of flats but preferably in the vicinity of upscale homes or commercial centers. In addition, make sure that the monthly rent is in-line with the business plan's projected cash flows. Once you find your location, the layout and design of the interior should be taken into account. You should already have a concept of your company in your business plan; bring this concept into the design of the service mix. Ensure that proportionate space is allocated to the various departments owing to their importance to the business.

Getting the Appropriate Funding

The business plan will help you recognize how much money you will need to start your BTLCompany. If you are unsure about how much money you will need upfront, talking to othercompany owners can help you project your expected start-up costs. There are numerous waysin which entrepreneurs raise capital to start their business, including taking advantage ofgovernment programs that cater to upstart small business owners; liquidating assets or usingthem as collateral for a loan; or encouraging a family or friend to become a creditor.

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 Be Familiar with Government Rules

BTL marketing services are regulated by the government. For example, there are government imposed road and other taxes, different SROs on the limitations of conducting lifesaving drugs and tobacco BTL activities. Failing compliance with the government regulations could be detrimental both to the brand and company. Therefore, it is necessary to consult with relevant professionals and provide knowledge to the clients and become familiar with the necessary legal requirements.

Hiring Employees
One of the biggest challenges in services industry is to place the right person at the right place at the right time. In order to get and retain qualified employees, make sure your pay scales relate clearly to the job's duties and responsibilities. In addition, find out what other companies are paying their employees so that you can be competitive in the job market, without spending too much on payroll.

Advertise and Market

Every business needs a comprehensive marketing plan, and BTL marketing companies are no exception. After determining your marketing budget, start telemarketing, pay solicited visits to prospective clients, place flyers in the newspapers, local place teasers / advertisements on cable and participate in e-marketing. Enquire from your customers as to how they found out about you, so that you can record the effectiveness of the adopted advertising mode. Try to indulge in the activities which may provide you an edge and can be an inexpensive way to achieve positive word-of-mouth publicity.

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Important Factors in BTL marketing

Choosing a Location Not every BTL marketing services operation needs to be in a city center, but for those that dodepend on to be in the proximity of other businesses like Brand Activation companies, hereare some factors to consider when deciding on a location: Anticipated operations. How will the location contribute to our operational activities? We found that Gurgaon has less number of Animation Institute & Service provider like Cadsoft. So our Organization is able to get this advantage with opening new animation institute according to the requirements of people Accessibility to potential customers
Consider how easy it will be for customers to locate your office. Cadsoft established office in very popular location at Sohna road SEC-49 Gurgaon. TIA is located at right place because customer can approach the institute very easily.

The rent-paying capacity of businessIf you've done a sales-and-profit projection for your first year of operation, you will know approximately how much revenue you can expect to generate, and you can use that information to decide how much rent you can afford to pay.
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 Potential client density

With careful examination of markets, we can determine theapproximate sales potential of market and the distribution of clients among each BTLmarketing company. Two factors are especially important in this analysis: total companies and the percentage of their BTL marketing budget that is likely to patronize our service mix. Visibility is a locations ability to be seen and recognized. Good visibility can create opportunities as company would become talk of the town and customers will not encounter any problem to locate the premises.

Proximity to other businesses

Neighboring businesses may affect our businessambiance, and their presence may work for or against the organization.

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FINDINGS
POSITIVE:

BTL Marketing is Great for building customer relationship Lower required investment Offers a deep direct reach and the opportunity to connect with customers in an entirely new way Promotion can be extremely targeted Below the promotion tools are relatively inexpensive Easy to track Better ROI and MROI (Marketing ROI) More effective than the traditional promotion methods One to One contact with the customers Potential for viral marketing Better response rate Highly relevant to the local traditions and culture Customized to the local preferences Easier monitoring of the promotion and budget Easiest and most reliable evaluation of the marketing campaign

NEGATIVE:

Targeting may be difficult. Extensive training may be required for the marketing teams. Deeper understanding of the customers and their culture is required. Users (Especially rural) may not trust the one to one contact due to earlier -ve experiences. Requirement of the localized content creation. Targeting the diverse cultures and users with the same theme is difficult.

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RECOMMENDATIONS
The industry constituents need to come together and drive focused initiatives to grow the sector. The key initiatives to be undertaken by the industry are: Improve quality and timeliness of project delivery Improve efficiency and building steady business pipeline Migrate up the value chain and end to end delivery Drive initiatives to grow the domestic market and develop local content Build wider distribution channels to increase market penetration

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CONCLUSION
The key trends which can shape the future of the industry are As offshore delivery model matures the cumulative effect of improved skill sets, quality of development,on time delivery combined with cost advantage and scale can lead to expansive growth. Demand for domestic IP is expected to grow as animation and gaming seeps into Indian culture withlocal themes, better promotion and wider distribution. Falling costs of gaming hardware and software will spur uptake in the domestic market and reductionin duties can significantly accelerate the market. The entry of global majors and setting up of captive centers are significant milestones and as themomentum picks up this will transform the animation and gaming landscapeIn the near term the support from the government, competitiveness with emerging destinations andrate of increase in domestic consumption will decide the pace of growth of the animation and gamingindustry. The future holds promise and potential is immense if the industry can be unshackled fromthe current constraints.

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BIBILOGRAPHY References:
The value of brand equity. Journal of Business Strategy, Aaker DA. Marketing Management (Philip Kotler) www.pinnaclejournals.com www.coolavenues.com www.cadcim.com www.tickooinstitutes.com

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