Digital Marketing Assignment on ThunderBird Submitted by : Pratik Lohia (13108) Group 3

1) Using Product hierarchy level model, identify the offering of thunderbird

Brand Salience: Both online and offline promotion and targeting Awareness regarding best international business school in the world. Diverse portfolio student body

Brand Performance: Pricing -> Average and moderately priced. Executive programs ranging from 3 days to 5 months Diverse portfolio of talent from all parts of the world

Brand Imagery: Executives aiming at better future and fresher aiming at a career in international business. User Profile -> Fresher (23 to 24 yrs) , Executives(28 to 35 yrs).

People from various culture acumen and foreign language knowledge

Brand Feeling: Well Established market reputation Strong Faith of alumni in the organization

Brand Judgment: 59% students placed within 3 months of graduation and the rest a few months later. Best accredited international business school for 16 yrs. Program ranked as 16th best EMBA program in US. Executive MBA more successful Best talent from different countries of world resulting into a diverse international body.

Brand Resonance: Belongingness of alumni towards the school. Community with diversified vision 23% admissions from referral

2) Use consumer based brand equity model to list out brand equity of thunderbird

Thunder Business School Executive Education Program

Classroom program Online as well as offline certification and exam

Full Time MBA

Traditonal MBA

Median Age: 28 years Average 5 years work Experience(Min: 2 yrs required) 2 yr program

Accelerated MBA

Fast Track 11 to 16 months Median age 28 yrs 5 yrs of work Ex Working profession

Masters Program

Specialization in science, Global Marketing, Global Finance, Global Affairs Median Age -> 23yrs Fresher

Executive MBA

High & Mid Level Executive 8 + years of Work Experience Working Professionals Median Age : 35 to 38 yrs

1) Use Brand Value Chain Model to identify value and multiplier stages of thunderbird.
Value Stage Marketing Pr Marketing Program Investment Full Time and executive Program Online and offline promotion methodology Employees with diverse portfolio and functional skills Vast Alumni Base Customer Market Online MediaContent, SEO, Website Promotions Word of mouth and Traditional media Cultural Connect Association Openness to varied talent Market Performance Moderately priced Average, non negotiable Falling market share Expansion into various programs Cost saving on market communication Shareholder Value N/A Stock price N/A P/E Ratio Market Capabilities are huge stering the bounce rate and page visit statistics

Program Quality Top International Business School 3days to 5 yrs program Among top 100 B school Diverse Talent Base Alumnus connect

Market Place Condition High Competition Traditional Channelsupport from alumnus & student 24 to 25 years experience and vast size

Investors Sentiment Highly Growing market Huge potential Reputation and Good will of the institute

Multipliers

04) Analyze thunderbird website from user interface perspective. Recommend strategies for better user interface
More Dynamic content based on html and java script is required There should be an option of live assistance wherein the visitor can talk in their language Email based enquiry model for generation of leads as future prospects More Emphasis on organic search development rather than paid or control methodology A virtual campus tour should be available on the website.

05) Explain lead generation to admissions process of thunderbird

1st Step

Lead Generation through Traditional & web based media

2nd Step

Lead Qualification Contacting student & query resolution Motivating and applying to converto opportunity

3rd Step

Application process and formalities on interest generation

Admission granted or denied.

4th Step

6) What are the key Performance indicators which could be identified with the Google Analytics?
The Key Performance indicators and their data as presented by Google analytics is as follows Analysis for Region Analysis by Service Analysis by Day & Date Analysis by conversion rate Analysis by Bounce Rate Analysis by time and stay.

7) Identify Product/ Service/ Brand Issue with Thunderbird

Growing, emerging and burgeoning markets in the competitive landscape with well established base and similar or low fees structure Reputation only limited to the international business stream because of which it is hard for the college to expand into other streams. 42% of the students receive placement offer after 3 months of graduation which is not good. The falling rank of the college in the general ranking section which poses a huge issue for the college in the other streams High Difficulty identifying the target audience for admissions which has to be from different background and culture.