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 Classroom program
Online as well as offline
Full Time MBA Education certification and exam
Program
Median Age: 28 years
Average 5 years work Experience(Min: 2 yrs required)
Traditonal MBA 2 yr program
Fast Track – 11 to 16 months
Accelerated Median age 28 yrs
MBA 5 yrs of work Ex
Working profession
Specialization in science, Global Marketing, Global
Masters Finance, Global Affairs
Median Age -> 23yrs
Program Fresher
High & Mid Level Executive
8 + years of Work Experience
Executive MBA 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 Customer Market Market Shareholder
Program Performance Value
Online Media-
Investment
Content, SEO, Moderately N/A Stock
Full Time and Website priced price
executive Promotions Average, non N/A P/E Ratio
Program Word of mouth negotiable Market
Online and and Traditional Falling market Capabilities
offline promotion media share are huge
methodology Cultural Connect Expansion into stering the
Employees with Association various bounce rate
diverse portfolio Openness to programs and page visit
and functional varied talent Cost saving on statistics
skills market
Vast Alumni Base communication
Program Quality Market Place Condition Investors Sentiment
Top International High Competition Highly Growing
Business School Traditional market
3days to 5 yrs program Channelsupport from Huge potential
Multipliers
Among top 100 B alumnus & student Reputation and Good
school 24 to 25 years will of the institute
Diverse Talent Base experience and vast
Alumnus connect size
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
• Lead Generation through Traditional & web based
media
1st Step
• Lead Qualification
• Contacting student & query resolution
2nd Step • Motivating and applying to converto opportunity
• Application process and formalities on interest
generation
3rd Step
• 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.
