Assessment of Marketing Strategy of Business Analytics course.

Analysis of Election campaign strategy for Rajahmundry Assembly Elections.

BY

Akash Roy 13BSPHH010036

Submitted to

Company Guide Mr. Arpit Tripathi,

Asst. Vice President

Project Guide Dr. Nasina Jigeesh Area Coordinator

Faculty of Operations & Systems IBS Hyderabad

Assessment of Marketing Strategy of

Business Analytics course.

• Planning– which formed the guideline

• Implementation – as achieved

• Further Course Of Action

DATAWISE Analytics Solutions

•Leading provider of analytics

•Unique methodologies for world class solutions

•Proven track record of best analytical solutions

•Presence with offices in New Jersey, and Hyderabad

•Cross industry Expertise

The Applicability of Analytics

Analysis, Reporting & Data Management

• Generating custom and standard reports

• Designing data models and constructing datasets for analysis

• List pulling, scoring databases etc

Insight Generation

• Generating insights from reports and

analysis

• Providing recommendations and

strategies

Analytical Modeling

• Modeling consumer behavior

• Statistical predictive modeling

• Model development, tracking,

recalibration, implementation strategy

Current Career Opportunities

38% - Managers

26% - Analysts

11% - Consultants

25% - Other job postings

Other job posting

Job posting related to Analytics

Projected Career Opportunities

During 2011

Continuous monthly 11% growth registered

During 2013

By 2018

Jobs in Analytics domain increased at over 1000 a month

Mckinsey Global Institute’s report says , there will be a shortage of 1.5 million analysts or managers and 140,000 – 190,000 positions open for data scientists

Business Analytics will reach $70.8b by growing

at 15% CAGR

Development of Certificate Course

in Business Analytics

Certificate Course in Business Analytics

Experience of Datawise from working with clients

Promising growth trend in Analytics both at present and near future

Analytics being the core competence of Datawise

Economics associated with Training and Development segment

Factors Affecting Target Market

Market can be segmented in variety of ways in them the classical method are :

Demography –age, gender, occupation

Geography – Region of the country Unban v/s Rural

Lifestyle – Hedonistic v/s Value oriented

More useful segmentation of the market is derived by comparing:

User status: User v/s Non user

Usage Rate : Light, Medium ,Heavy

Benefit Sought : Performance Oriented v/s Price oriented

• Graduate/Post graduate students specially in MBA who would take up analytics as their career

• Software professionals, who are trying to switch to analytics background for growth

• Entrepreneurs who seek Data-backed decisions

• Analytics Enthusiasts

Deciding Target Market

Positioning Statement

Positioning statement helps in specifying the position if the firm in the minds of target customer. It highlights

•The single most important claim

•The single most important support

Provide Comprehensive insight through real life case studies & helping understand the tools and techniques used in the industry

DATAWISE consists of people with more than 100 man years of work experience in the field of business analytics and research methodologies & has successfully conducted analytics courses and workshops across organizations in the industry

Promotional Mix

• e Marketing

• Below The line Advertisement

• Personal Selling

• Partnerships

• Trade Fares and Exhibition

e Marketing

Datawise Facebook Event page-

Datawise Mera-Events page-

Below The line Advertisement

The posters were put-up at the notice Boards various Software industries , Colleges across City for interested candidates to contact us

Personal Selling Identifying the

Target Companies /Individuals

• Based on Company profile

• Based on financials status

• Based on ease of accessibility(contacts)

• Based on business relations (if any)

Planning the Access point for conducting the

meet

• Through Walkins

• Through Referrals: friends/workers

• Through H.R appointment

• Through Previous business Contacts /High Officials

Assessing Impact of promotion &

marketing ,Deciding on Follow ups

• Throug vibes

• Commitments made

• Responses recieved

• Emails & telephon calls

Partnership with Hyderabad

Entrepreneurship society (H.E.S)

To access the entrepreneurs in specific we changed –

• Content

• Pricing

• Course period

• Promotional brochures

Trade Fares and Exhibition at Fro

East India Expo

Franchise India is credited for being the first and most successful company offering Pan-India expansion opportunity

•To expand your franchising network

• To develop your sales network meeting

potential, qualified franchisees

• To find partners or distributors

• To find new clients or licensees

Scalability of Business for Datawise & Promotion stage Pan India level for CCBA

Trade Fares and Exhibition at Fro

East India Expo

• Individuals who own their Training and development centers

• Entrepreneurs who are planning to enter the Training and development segment

• Educationists who are willing to try Innovative techniques to enhance their student capabilities

Trade Fares and Exhibition at Fro

East India Expo Brochures were distributed among the interested visitors at the Expo

Further Course of Action

The product is still between the Development and Introduction stage

Pharmacy-Companies 7, Educational Institutions- 4, I.T Companies- 9, Individuals contacted/followed-up through direct &mass marketing-158, Community of Entrepreneurial Start-up(s) on Internet-6.

Further Course of Action

In the same lines as partnerships with HES, we should try other partnerships with training institutions and marketing agencies for better reach to the Target segment

Consider above-the-line promotion at strategic areas and improve brand recognition

We might look in further in the Product Development so it can suite other target segment

Gain more inside knowledge so as to plan the right moment of approach

Analysis of Election campaign

strategy for Rajahmundry Assembly

Elections.

Company

data disclosure

Secondary data for

competitors action plan

Final strategy based on

present and future needs

Rajahmundry Constituencies

• The Electoral list

• The Voters Turnout Ratio

• Constituency specific information

• Previous Political Trends

• Socioeconomic Background

• Suggested Strategy for Campaigning

The Electoral list

747,243

Male

604,865

Female

1,352,108

Total Electorate

count

• Largest Constituency-

Rajahmundry Urban

• Smallest Constituency-

Gopalapuram

• 7 constituencies

• 2 SC reservations

• 91,134 First time voters

• 28,895 Young voters

The Voters Turnout Ratio

As per previous year trends, it is expected that approximately between

10.56 lakh to 11.49 lakh voters will turnout for this election with

78.14% to 85.37% turnout ratio.

.

1,074,223

1,260,974

1,352,108

815,493

1,013,567

1,116,281

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

2004 2009 2014*

Total Electorate

Voter Turnout

Previous Political Trends

Others 59,917

Others

136,495 Others 47,379

INC 351,925

INC 413,927 INC

357,449

BJP 411,956

BJP 265,107

PRP 253,437

TDP 355,302

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1999 2004 2009 Others INC BJP PRP TDP

Previous Political Trends

35.03% 34.97%

24.95%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Aruna Kumar Vundavalli

M. Murali Mohan UV Krishnam Raju

INC TDP PRP

Gopalapuram (SC) Anaparthy Nidadavole

Rajanagaram Rajahmundry Rural Kovvur (SC)

Rajahmundry City Voter %

Whereas INC had

stronghold in Anaparthy,

TDP was strong in

Gopalpuram and Kovvur.

0%

5%

10%

15%

20%

25% Have no assets

0% 2% 4% 6% 8% 10% 12%

Anaparthy

Gopalapuram (SC)

Kovvur

Kovvur

Nidadavole

Nidadavole

Rajahmundry (Urban)

Rajahmundry Rural

Rajahmundry Rural

Rajanagaram

Have TVs

Socioeconomic Background

0% 10% 20% 30% 40% 50% 60% 70%

Anaparthy

Gopalapuram (SC)

Kovvur

Kovvur

Nidadavole

Nidadavole

Rajahmundry (Urban)

Rajahmundry Rural

Rajahmundry Rural

Rajanagaram

Have bank accounts

0% 10% 20% 30% 40% 50% 60% 70%

Anaparthy

Gopalapuram (SC)

Kovvur

Kovvur

Nidadavole

Nidadavole

Rajahmundry (Urban)

Rajahmundry Rural

Rajahmundry Rural

Rajanagaram

Have mobiles

Suggested Strategy for Campaigning

Constituency Suggested Strategy

Anaparthy Advertisement at banks /SMS

Gopalapuram Adds in banks /SMS/ provide white goods for social upliftment

Kovvur (Rural) Advertisement at banks /SMS

Kovvur (Urban) Advertisement at banks /SMS/TV adverts

Nidadavole (Rural) SMS/provide white goods for social upliftment

Nidadavole (Urban) Advertisement at banks /SMS

Rajahmundry (Urban) Advertisement at banks /SMS/TV adverts/Email

Rajahmundry (Rural) SMS/provide white goods for social upliftment

Rajahmundry (Urban) Advertisement at banks /SMS/TV adverts

Rajanagaram SMS/provide white goods for social upliftment

Special Thanks to

Mr. N Jigeesh

Mr. Vinay Kumar Mr. Arpit Tripathi

Mr. Ajay. M Mrs. Nitika

Mr. Vamshudhar