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.