Marketing Principles

E.Pradeepa Dhanushka
Pearson Assured Managerial Diploma in Business
Administration
• Selected Organization- IIHS
International Institute Of Health Sciences
• Type- Private Education Sector
• Offered service- Nursing, Physiotherapy,
Biomedical, Management, Professional Skills
• Selected product-OUM BN Degree-
Engel, Blackwell and Kollat’s buying decision process​​
• EKB model was created in 1968 .
• It is problem solving & learning model of consumer behavior.
• There are 4 components.
1) Decision Making Process Stage
2) Information Input
3) Information Processing
4) Variable influence the decision process
 1.Need Recognition/Problem recognition

• The need has to be triggered before buying a product.

• May be internal drive- Psychological
• External stimuli- Advertisement/By others
• Degree for Diploma Students/ Working Nurses-
 Internal Stimuli- Recognized as psychologically as other nurses has
higher level of qualification
 Internal Stimuli- Graduated Students from OUM BN, working in same
hospital. Others who don’t have degree may recognize problem
without a degree for go ahead. (psychologically)
 Advertisements on paper, Migrated students to Australia/New
zealand as Registered Nurse.
 2.Information Search

• Internal information-Already present in consumers’ memory.

• External information by others’ experience
• In this case , Service has to be experienced. Here brand which
was build plays crucial role.
• Which was experienced by graduates/acting students
 3.Evaluation of Alternative

• Choose best thing – She/he needs to compare two major

thing on evaluation,
• 1)Objective- Feature,
• 2)Subjective- perception & perceived value
• Objective- OUM BN-International Recognized Degree, UGC
approved, Open Distance learning mode.
• Perception on degree is Migration in safe way for higher
salaries
 4. Purchase Decision

• Stage of buying the product.

• Here the student has registered for the program & started to
experiencing the value & quality of the delivery mode.
• In this stage still student has not achieved full satisfaction
until she/he moves to next stage
 5.Post Purchase Decision

• In this stage student will decide Whether she/he made the

right decision.
• Here Conduction, Delivery, Friendliness, Flexibility,
Convenience ,Assessment will be taken into consideration by
the student.
• This stage is critical stage as student might try to dropout if un
satisfied. Or can stay active until last semester.
• If satisfied they will recommend to some other students.
 Maslow’s Hierarchy of Needs- Chosen IIHS –OUM BN Degree
7ps IIHS Competitor- KATTSU

Product BN Hons Nursing- Bach. Sciences- Local

International Valid Degree degree UGC approved
UGC approved
Commonwealth Approved
International hand book
approved
Price 440,000/= with Tab for 450,000/= with laptop
NTS Students. Monthly/Quarter
Monthly/semester
490,000/= for working
nurses
Demand based Pricing
Place Online or Face to Face Face to Face

Promotion Road show, Discounts for 1st rank student 100%

NTS rankers, Matron, discount, Laptops
Principal, Tutors, Tabs will provided
be provide
People Working Nurses/Diploma Only Registered nurses
holders/selected Pvt sector government
and government hospital
Nurses
Process Online Lecture/Face to Online Lecture/Face to
face registration/less face registration
phone call timing/
separate marketing person
for OUM BN promotions
Physical Evidences Last past year graduates- No graduates for Nursing
107 out. yet.
All over the world students
working.
Middleast,Canada,Austarlia
,Maldive
 Strategies
• Road show -Percentage wise there is an increase of 8.54% EBR
Registrations. Roadshow long.mp4
• 8% Growth of Conversions from EBR registrations. So Expected
percentage 43.12% (35.12 +8).
• Therefore total predicted Actual Registrations (10k payees) for 17th batch
= 35.12 ≥ 43.12 So roughly expected in between 437 ≥ 537 students.
• Student enrolments after our best promotion strategy.
NTS 2012 A 2012 B
Name
Number of Actual Number of Actual
Students EBR Registration Enrollments Students EBR Registration Enrollments
Matara NTS 75 29 6
J'pura 120 73 31 91 83
Anuradhapura 130 62 14 130 106
Kandy 120 94 36 171 156

Kaluthara 110 103 46 134 118

Ampara 90 50 17 83 77

Kurunagala 120 68 2 192 124

Rathnapura 60 15 184
Badulla 80 69 2 199 131
Kadhana 60 19 7 169 135
Jaffna 25 16 11
Didn’t do EBR
Colombo registrations 20 184 144
Hambanthota 10 102 67
Didn't do EBR
Galle registrations 8 167 104

Total = 990 598 210 1806 1245 Approx 600

• Research Workshop- This workshops done to all Nurses
around Srilanka to improve their knowledge & make sure our
OUM-IIHS brand is spread among them.
• Nursing Informatics- Session to done all nurses to promote &
make aware of demand of Nursing informatics in foreign
countries. Which leads nurses to get registered to OUM –IIHS
BN program.
• Discounts for Working Nurses
• NTS Rank 1st - 50%
• NTS Rank 2nd – 40%
• NTS Rank 3rd to 5th – 25%
• Tabs will be issued.
• Online Moodle access will be given.
• Paper Advertisements- Sunday observer , many news paper
advertisements published.
• Web Launch- new Web launched with lot of differences.
• Social Media – Face book, Twitter, Instagram.
 Strength & weaknesses
Five step Strength weaknesses
Need recognition Strong brand with Competitor has local
International standard Approval which is more
visible
Information Search Strong outcome from UGC search through
students, internet is difficult.
Evaluation New Technology/ODL Difficult to understand (by
support/New Curriculum/ students)UGC approval.
Attendance is not Less attendance avoid
compulsory, approved by students to keep face to
the Nursing Board face contact
Malaysia (LJM) and
Malaysian Qualification
Agency (MQA)
Purchase Affordable cost, Loans will
be arranged, 3 Classes per
month, Save 1.6 million
Post purchase decision High quality, Quality
Lecture panel, Graduation
for malasyia,High trust
Higher price than
competitor, Support From
Local athorities to
competitor,Cant give 100%
discount as others do.
Some feel difficult in
language.
 Marketing strategies –Recommendations
7ps Recommendations

Product Should promote UGC approve clearly.

IIHS also will be Recognized in commonwealth soon , it should be
communicated.
Price Matrons , Sister in charge should be given higher discounts & attracted .

Place EBR registrations was already there , but should make easy payment
methods on Hospital visit
Promotion High tech promotions can be taken, Referrals should be given on time,
can give ticket to Malaysia if referral exceed more than 20.
Process Should have more resource panel. Conductions & promotion for online
students should be improved.
People NTS principals should be taken

Physical Should market OUM alumina

evidence
Questions???

Thank you