Unisim - Marketing Mix Management

MKT203

MARKETING MIX MANAGEMENT

ECA

July 2011

TUTORIAL GROUP: T10

ELAINE LEE SIEW MIN (Q1115414)

QUESTION 1

a)

b) A successful marketing strategy depends on the combination of the 4Ps: Product, price, place and promotion. In the first article, a research was done to find out the effectiveness of the different advertising strategies used in Taiwan and the best approach to recruit students into universities and colleges. Also, to identify what kind of advertising and marketing strategies that will appeal to adult learners by understanding their demographic backgrounds. Based on the survey result, students were appealed to media advertising followed by oral advertising, and advertising recognition. In other words, these education institutions had looked into the promotion element on how to increase their market awareness by adopting what kind of tools under the promotion element. In this case, institution adopted advertising strategy tool and media advertising is evaluated as the most effective channel.

Promotion is defined as using forms of communication to call for attention (About.com. 2011) and the 4 main tools of promotion are advertising, sales promotion, public relation and direct marketing. Promotion is therefore important to ensure intended message is conveyed across to the target group (Msg.com, 2011). Through this survey, institutions can now use media advertising as a starting point on their marketing plan to recruit students into their institutes. Using the promotion element to increase their awareness had allowed schools to save time, effort and money. Moreover, promotion strategy can be catered to a specific target group by studying their demographic variables. By having the appropriate channel can allow adult learners going back to their studies can solve the problem of too many schools and teachers due to decline birth rate in Taiwan.

QUESTION 2

2a) Brand elements

Singapore Education is launched by the government in 2003 to promote Singapore as a premier education hub in Asia. As a result, many private institutions with some additions of public institutions are set up in Singapore to cater to the increasing demand of education by both local and foreigners. There were 1000 private schools set up in Singapore before tighter rules to ensure the quality control of private education in Singapore were imposed in 2009 (ChannelNewsAsia.com, 2011). Therefore it is important for learners to be able to identify UniSIM among the many private institutions by having a well-recognized brand that is represented by a name or logo. Choice of brand elements used in the logo is therefore important as it enhances the brand equity. We will now examine the brand elements used in UniSIM's logo based on the 6 criteria as follows:

i. Memorable

Like the other arms of SIM, the corporate SIM logo is found alongside in SIM University logo with the word "UniSIM" printed in red. This direct translation of using the word "UniSIM" as an element will allow the public to have a direct association with UniSIM as SIM University is commonly known as UniSIM. It is therefore very clear, precise and not easy to be misrepresented.

ii. Meaningful

The "U" alphabet in UniSIM has created a positive relationship which can be inferred as the collaboration between the school and the student. UniSIM is not interested as an institution itself but rather every student's future and success in this learning journey with them. In addition, using the globe as a pictorial representation of UniSIM creates an impression to potential and current students of equipping the world's knowledge. This has therefore further enhanced their intended message "learn for the real world" (unisim.edu.sg, 2011) targeting at adult learners. In addition, as mentioned earlier that UniSIM's logo is represented with the colour red and as general it symbolizes life and represent enthusiasm and interest (About.com, 2011). Moreover, the colour has the ability to attract and capture people's attention as it is often associated with "Danger". Thus, able to increase the possibility of people to be captured by the UniSIM's logo and thereby create an interest in their mind before moving on to read the content of the advertisement on an outdoor advertising or a print advertising on the newspaper.

iii. Likeable

UniSIM having the "U" alphabet and the colour red as above will have created a good and positive association in people's mind. In addition, the colour red is also widely acceptable by many countries in Asia as it is a color seen as prosperity and lucky. Moreover, it is easy to understand and easy to pronounce. In addition if one is to do a deeper research, the 3 strokes in the SIM logo represents the flow of learning, career goals and family life (unisim.edu.sg, 2011) which is in favor for working adults striving to have work-life balance.

iv. Transferable

UniSIM, 新跃大学 which direct translates to "New" and "Jump". This translation is in relevance and accordance to UniSIM's mission that is to provide opportunities for professionals and adult learners to upgrade their qualifications, knowledge and skills (unisim.edu.sg, 2011). In June 2007, UniSIM partnered with the Beijing Foreign Studies University to introduce Chinese communication programme in UniSIM (unisim.edu.sg, 2011).. This has displayed UniSIM's ability to not only able offer courses that are found mainstream but also able to expand their education portfolio by tapping onto the already established brand and offer new courses to cater to the demand resulting in able to recruit more students.

v. Adaptable

The alphabet "U" in UniSIM's logo instills a very personal feeling into one's mind and because of that UniSIM does not fix one timetable that cater to all students. In other words, UniSIM encourages personalization by allowing each individual student to customize timetable uniquely based on their own schedule, encouraging students to take ownership of their future like a working professional. Moreover UniSIM's slogan "Anytime, Anywhere, At own pace (The 3 A's)" has again emphasized the "U" element. After all, education