Ten Step Marketing Plan fotr the University of Manila

1. 10 STEP Marketing Plan for University of Manila Edgardo V. Basa February, 2010

3. UM- PTM : Class D Students 1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students 2.“Very” affordable College education-offers flexible payments and provides programs for working students 3.Can choose MLQU.

4. 4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students 5.The Market size is P 7 B. UM covers P 312 M. UM- PTM : Class D Students

7. 5 Steps for Part 2 (Marketing Mix & Strategy) 3. Uses public school campaigns, grapevine, print ads 4. Limited to University Belt-Manila 5. Uses Low Cost Strategy and differentiation to win

8. Positioning to the Primary Target Market Part 1: Steps 1 to 5

11. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Expectations from the product

12. I want to be recognized as a graduate I am complete when I earn a degree and be eligible for regular employment

13. 2. My PTM’s N WD THE NEED : To belong (social), To be recognized as a graduate and be eligible to take the board exam/work, ( Self-Esteem) THE WANT: Students choose UM over other schools because of …. The same Quality Education, Accessibility, Prestige, Cost of tuition fee (price), flexible class schedule and payment scheme adaptive to under privileged students , credibility& awareness of the school, CHED and PACUCOA approval,

14. 2. My PTM’s N WD THE DEMAND Students expect these when they enroll at UM : Quality Education, Good instruction from competent Professors, a College life experience, To be trained equally with other Universities while working with less cost

19. UM is #1 in niche: Low Tuition for under privileged- self supporting students Tuition Cost vs. Student Status UM SBC CEU LCC CHS UE SSC NTC SSC Tuition/ Student Status Matrix Parent-supported Self-supporting Scholar High Tuition Low Tuition

20. UM unique positioning is shown in this competitive map Many competitors focus on “ comfort ” and “quality” zone positioning Positioning vs. Brand Matrix UM SBC CEU LCC CHS UE FEU MLQU AU NU PSBA SSC TIP NTC No Miscellaneous fees Downpayment of Php 500 Guaranteed No increase in TF Back accounts allowed up to 50 % of TF No entrance Exam Tutorial program for working students High Technology facilities High Passing Rate in board exams 7 day schedule of classes With branches or off-campus training facility Airconditioned rooms Majority of faculty having Doctorate degrees All faculty members having Masteral degrees

21. 4. Identify the gap between customers and competition Where is the marketing opportunity? What NWDs are not being addressed? What can be the unique selling proposition for the new product (totally new or repositioned.)

25. 5a. Based CHED/ industry data, total market for college students in Ubelt-Manila is P 8.3 B Based on CHED Report on School profile – September,2009 NAME OF SCHOOL LOCATION POPULATION SAN BEDA COLLEGE MANILA 4,700 CEU MANILA 23,100 LACONSOLACION MANILA 2,477 COLLEGE OF THE HOLY SPIRIT MANILA 2,314 UNIVERSITY OF THE EAST MANILA 13,257 FAR EASTERN UNIVERSITY MANILA 28,285 MLQU MANILA 3,780 ARELLANO MANILA 4,671 NATIONAL UNIVERSITY MANILA 2,523 PSBA MANILA 11,021 SAN SEBASTIAN COLLEGE MANILA 4,841 TIP MANILA 13,340 NTC MANILA 3,940 UNIVERSITY OF MANILA MANILA 11,987 Total 130,236

27. 5c. College Enrolment data indicates a size of P 7 B 130,236 students enroll every sem. Average tuition fee is P 32 thou per semester 125,036 x 2 x P35 thou = P 8.7 B College Students’ enrolment in the Ubelt area

28. 5. Concluded that College Student Market in the Ubelt area is P 8.3 B 1.CHED/Industry Data : P 8.3 B 2.Company Data : P 7.8 B 3. Usage Data : P 8.7 B The mean is P 8.3 B ( This was used as the basis for estimating the size of the total college student market in the University Belt- Manila )

29. The Marketing Mix Strategy Part 2: Steps 6 to 10

30. 6a. Photo of product category

31. 6a. The University Belt is dominated by Middle to Highend Colleges and University

36. 8b. Competitor promo Passive campaign to invite students to enroll Alumni/ Alumna referral Websites of respective Colleges and Universities

39. 10. UM Strategy : Differentiation and Low Cost Strategy UM’s main strategies are to use low cost and differentiation strategy. UM offers the lowest tuition fee for College students in the University Belt Area. UM also differentiates itself as a University that primarily offers flexible programs for working and self-supporting students. .

40. 10. UM Strategy : Differentiation and Low Cost Strategy Target Market benefits from the flexible – low cost and negotiable payment scheme for its students who are underprivileged /self-supporting/early breadwinners Students enjoy the same quality training and meet desired results (graduating/passing the board exams) at a lesser cost and at their pace.

41. SUMMARY 10 STEP Marketing Plan for University of Manila

43. UM- PTM : Class D Students 1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students 2.“Very” affordable College education-offers flexible payments and provides programs for working students 3.Can choose MLQU.

44. 4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students 5.The Market size is P 8.3 B. UM covers P 312 M. UM- PTM : Class D Students

47. 5 Steps for Part 2 (Marketing Mix & Strategy) 3. Uses public school campaigns, grapevine, print ads 4. Limited to University Belt-Manila 5. Uses Low Cost Strategy and differentiation to win