MARKETING STRATEGIES AND PLANNING IN DUMLUPINAR UNIVERSITY Assoc . Prof. Dr. Oktay ŞAHBAZ Lecturer Bahar ÇELİK Expert Berrin DEMİR Kutahya, 2017
Dumlupınar University Marketing Plan Situation Analysis Definition of the Problem Creation of the Marketing Strategy - Preparation of the Marketing Mix {4P (Product, Promotion, Place, Price)} * Product Strategy * Promotion Strategy * Determination of the Transport and Place where the product will be presented * Cost Calculation of the Product Evaluation
Situation Analysis As there haven’t been such kind of structuring like U3A in Kütahya so far, firstly market survey was done in order to make a situation analysis. Individuals chosen as a sample were visited at their homes and findings are presented below: • They do not have a self-confidence, so they are reluctant to join such kind of activities • They have such kind of excuses as looking after grandchildren or parents when they are asked if the they have time to participate in the organizations • Females do not go out when their husbands are at home • Most of the males still work and they have shifts • University seems a quite different place for 50+ people • Kütahya is not ready for the term of U3A • Individuals with a low level of education think that this kind of training is not suitable for them
Definition of the Problem Creating awareness among people living in Kütahya for U3A, introduction/advertising of KIPAM to the people, informing people about the training to be given and determination of role models which will help the individuals to have self confidence
KIPAM MARKETING STRATEGY-4P-PRODUCT Product/Service; Product means training to be given within the scope of the project. The survey was applied to the individuals chosen as a sample in order to determine which courses would be given, and according to the results of the survey, the courses were decided. Basic Arabic MARKETING STRATEGY
KIPAM MARKETING STRATEGY-4P-PLACE Place; Focus groups were created in order to determine the place where the training would be given, and brainstorming was done with 50+ people. It was detected that 50+ people, particulary women, would like to have a training at the university. MARKETING STRATEGY
KIPAM MARKETING STRATEGY-4P-PRICE Price; • The cost of training, advertising and trainers was detected. • It was detected which costs would be covered by the university as a cofinancing institution. • The directors of some coffee shops were met for promotion materials (Kahve Diyarı) . • Directorate of Health, Culture and Sports of Dumlupınar University was met for the cost of transport. MARKETING STRATEGY
KIPAM MARKETING STRATEGY-4P-PROMOTION Promotion; As an advertising strategy, NAIDAS model was decided to implemented. Every step of the model represents the stages of the project. When our project finishes, the model will have been completed. MARKETING STRATEGY
N AIDAS N eeds: Preventive situations for the individuals to join the training were detected, and the studies are shown below: • We tried to explain that there was no age limit for studying or having a training via role models such as local authorities and decision makers. • We thought that alternative caring rooms might be created for very old people and grandchildren, and expressed this idea to 50+ people. • It was promised that the days and hours of the training would be arranged to their requests. • Weekend-training was suggested for the working males. MARKETING STRATEGY
N A IDAS A ttention: Studies below were done in order to create awareness among the 50+ people: • KIPAM web site were established for 50+ people. • We told the details of the project via participating in the organisations in Kütahya. • We joined women’s meetings and told the benefits of the U3A in Kütahya. • We distributed promotional materials to each participant. • We applied the surveys during a meeting while we were talking about the project . We gave them Turkish coffee as a promotional material. • We talked about the project via joining the meetings of the Council of the City. • We have created an account on Whatsapp for 50+ people and made them to communicate with each other. • We announced all the activities as a news in both university and local media tools. MARKETING STRATEGY
NA I DAS I nterest: We included 50+ people in the studies in order to attract attention of them. Main responsibilities were shared with them.: • We arranged an organisation for them to introduce the university campus. They visited the library, university hospital, guest house, museum etc. and drank Turkish tea by the lake. • We rewarded two females (role models) who endeavoured a lot for the project among the others in order to encourage them. • An interview was given to Kütahya Channel 43. (https://www.facebook.com/Kanal43tv/videos/1156053794516906/) • We gave the co-responsibility of the courses to the person who was in a good communication with 50+ people. • We organized focus group meetings for both males and females seperately, and we listened their suggestions. W e also tried to determine what promotional materials might be. • We presented logos to be used in the promotional materials for 50+ people and used the most favourite one. MARKETING STRATEGY
NAI D AS D esire: • The leaflets including the introduction of trainers and accepted courses will be distributed at the determined introduction points to raise attention among the people about participating in the training (they do not want to see “ old ” people on the leaflets) • There will be some advertisements on the billboards in cooperation with municipality (they should be clear and comprehensible) • There will be an interview with 50+people living in kütahya on radio programme. For the radio programme, an agreement text has been prepared and the courses are expected to be accepted. • After the approval of the courses, there will be an interview with 50+people on DPU channel. MARKETING STRATEGY
NAID AS • As promotional materials, For females: shopping bags, glasses box, handkerchief for glasses, shopping check For males: Cap, card holder, glasses box, handkerchief for glasses, shopping check • Picnic after Ramadan Festival • A ction: Determined courses will be opened and 50+ people will be trained in thoses courses. Research Center will be opened for 50+ people in Dumlupınar University. S atisfaction: Sufficiency and benefit of the training will be evaluated. MARKETING STRATEGY
Recommend
More recommend
