How did we identify the potential customers ?
Based on the data analysis, the top three target customers who contributed to around 50% of the total market were determined. The following was the list of factors considered for shortlisting:
Size of the student population
The size of student population was an important factor considered in the analysis because this directly influences the accessible market capacity. The top three universities by size in the country were:
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University of South Africa
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North West University
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University of Pretoria
Student/Teacher Ratio
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Analyzed the supply –Demand characteristics of student to teacher ratio across all Public Higher Education Institutions.
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Higher the ratio à Greater the demand to fulfill the GAP à Demand for educational resources
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Weighted average of Student-Teacher Ratio with respect to Student proportion is 43.5
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Potential Customer à Universities which have student-Teacher ratio greater than the weighted average
**Note: University of South Africa is excluded from the dataset because it is an outlier
Mode of Education offered
Contact or Distance was also an important decision factor.
So the top universities in distance education segment were considered during shortlisting
Existing Relationships with ‘Purdue NeXT’
Based on the market study, it was also learnt that a South African university ‘University of Witwattersaand’ has already started an engagement with Purdue NeXT. So, given the existing relations this university is also considered as one of the target customers.
Social Media Presence
Our primary communication medium for this marketing plan is ‘Social Media’.
Parameters of Social Media presence that have been considered:
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Number of users
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Internet penetration
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Frrequency of Usage
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Usage for Educational Purposes
Based on all the above factors, the following are list of ideal customers for the social marketing plan:
1. University of South Africa
2. Northwest University
3. University of Pretoria
4. University of Witwatersand
Resources
1. Professors from South African Universities
2. South African Education Department
3. Purdue Library-Market Research
4. www.South African info.com
5. Professor Hank
Influential Factors
1. Size of Student Population
2. Student-Teacher Ratio
3. Mode of education offered
4. Existing Relationship with Purdue NeXT
5. Social Media Presence
