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INSEAD Africa Initiative: Marketing Plan Ideas IDFP January

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Title: INSEAD Africa Initiative: Marketing Plan Ideas IDFP January


1
INSEAD Africa Initiative Marketing Plan
IdeasIDFP January April 2008MARTINEZ, Jorge
RAMONEDA, Igor SCHMIDT, Sandra SOROKINA,
Margarita
2
Agenda
1
Background Making the Case for Africa
2
IDFP Project Plan structuring the problem
3
Interviewing African students and alumni
4
Suggestions for next steps for marketing
3
Agenda
1
Background Making the Case for Africa
IDFP Project Plan structuring the problem
Interviewing African students and alumni
Suggestions for next steps for marketing
4
Business Activity in Africa is Growing
ODA Official Development Assistance FDI
Foreign Direct Investment
5
and can have a Large Social Impact
Proportion of People Living in Extreme Poverty in
the Developing World 2004 of population living
below international poverty line of 1.00 per day
Source UN, Previous IAI Team Analysis
6
However, at INSEAD, Africa is drastically
underrepresented
Population of the World
INSEAD students
Increasing African Participation is VITAL to
maintain INSEADs competitive advantage and
positioning as
Source Loic Sadoulet
7
Progress has been made to increase Asian
representation, however African representation
has not improved
MBA Participants from Asia and Sub-Saharan Africa
MBA Participants
Asia
Sub-Saharan Africa
Source INSEAD internal data, Previous IAI Team
Analysis
8
The Africa Initiative was put in place to
increase African Talent and Content as well as to
widen International Networks
Local Advisory and Action committees
Frank Brown, Soumitra Dutta
Steering Committee
Phase 1 Working Teams
Market Development
Chris Redo Alex Dembitz
Steve Cutts
Helen Henderson
Loic Sadoulet Luk van Wassenhove
Fund raising
Content
Financing
Marketing
0
0
  • IDFP Focus
  • Client

Source Loic Sadoulet
9
Agenda
Background Making the Case for Africa
2
IDFP Project Plan structuring the problem
Interviewing African students and alumni
Suggestions for next steps for marketing
10
GOAL Support the INSEAD Africa Initiative (IAI)
marketing initiative by identifying activities to
increase sub-Sahara African student
representation to 50 students/year within three
to five years of implementation
  • CONTEXT
  • Project as a sub-component of INSEAD Africa
    Initiative
  • Marketing activities done to date by Helen
  • Previous IDFP teams work
  • Lack of Awareness of INSEAD within Africa
  • Lack of Awareness of Africa within INSEAD
  • Africa-specific challenges
  • STAKEHOLDERS
  • Client Steve Cutts
  • Additional Africa Initiative stakeholders Helen
    Henderson, Loic Sadoulet
  • Current Future INSEAD students, faculty and
    staff
  • Current Future African INSEAD participants
  • Alumni
  • Recruiters
  • African Businesses and Organizations
  • CRITERIA FOR SUCCESS
  • Identification of major hurdles in marketing of
    INSEAD in Africa
  • Creation of creative solutions from interviewing
    students alumni
  • Outline of approximate cost and implementation
    suggestions for each idea
  • OUT OF SCOPE
  • Actual Implementation
  • Financing solution
  • Internship and career opportunities
  • Targeting entire African continent
  • Changing INSEAD application requirements
  • Establishing partnerships

BARRIERS Potential lack of data, knowledge and
expertise funding challenges
9
11
DESCRIPTION OF DELIVERABLE Marketing Plan will
include a several new initiatives targeting
different geographical areas and adaptable for
various budget levels. Ideally transferrable to
areas not specifically targeted as part of this
project.
Identifying the problem Where are we loosing
people?
Increase Interest/ Applications
Identify Eligible Population
Raise Awareness
Interview Acceptance
Attendance
Area of focus of this project
Out of Scope
  • Considerations
  • Geographic targeting
  • Socio-economic targeting
  • Partnerships with schools (feeder schools for
    long term?)
  • Partnerships?
  • Considerations
  • Awareness of MBA
  • Awareness of INSEAD
  • INSEAD value proposition
  • Considerations
  • Coaching
  • GMAT centres
  • Scholarships
  • Alternative options
  • France/Singapore (language requirement?)
  • Considerations
  • Logistics
  • Visas, integration into France
  • Financing
  • Core requirements (GMAT, language, etc.) will not
    be changed
  • Considerations
  • Sustainability
  • Ensuring success of student ? support network?
  • Alumni relations
  • INSEAD reputation in long-run

10
12
We recommend that the marketing effort focus on
Nigeria and South Africa for the first one to
three years and then expand to other African
countries
1
  • Focus on two countries (Nigeria and South Africa)
    as hubs for South Africa and West Africa
  • Develop plan that can be rolled out to other
    countries, as desired

Focus
2
  • GMAT centres
  • Geopolitical Stability
  • Alumni Student population
  • Business maturity future potential
  • Potential partnerships

Rationale behind Country Choice
3
  • Existing business schools profile (size, price,
    location)
  • Other international business schools - African
    student population
  • Benchmarking of other business schools Africa
    Initiatives

Market Sizing
13
Nigeria and South Africa are ideal first choices
for focus of marketing effort
Country specific issues
  • GMAT centres exist in multiple Sub-Sahara African
    countries
  • however, only some countries are currently
    geo-politically stable
  • with some countries portraying more advanced
    current business practices as well as quicker
    future growth potential

INSEAD relationships
  • Alumni
  • Current Students
  • Potential partnerships
  • South Africa
  • 310 Alumni
  • 63 MBA Alumni
  • 4 current MBAs
  • Nigeria
  • 91 Alumni
  • 7 MBA Alumni
  • 5 current MBAs
  • Kenya
  • 30 Alumni
  • 8 MBA Alumni
  • Undergraduate Institutions
  • Graduate Institutions
  • International Organizations
  • Companies

Source doingbusiness.org gmac.edu
economist.com IAI team analysis
14
In S. Africa, 4,000 MBAs/year are granted
(growing steadily). Internationally, 100 African
students/year at top MBA programs
Great local schools exist
  • Lower Fees between 3,000 and 12,000
  • Duration 1 5 years, part-time full-time
    distance learning (flexibility)
  • Application Requirements virtually all require
    either GMAT or an alternative test, English
  • UCT ranked by FT as emerging market top 5 and
    global rank 63

Top Business Schools in South Africa Gordon
Institute of Business Science (GIBS) University
of Cape Town (UCT) Graduate School of Business
University of Stellenbosch Wits Business
School (Various other MBA programs are offered at
other AABS accredited schools across Africa)
Current international demand few students go
abroad
  • Harvard (2 of class of 900 2 years 74K2)
  • Wharton (4 (incl. ME) of class of 800 2 years
    73K2)
  • Stanford (unknown of class of 380 2 years
    75K2)
  • LBS (5 (incl. ME) of class of 540 15-21 months
    88K 45K)
  • HEC (unknown of class of 200 16 months 88K
    60K)
  • IMD (8 of class of 90 1 year 63K 58K CHF
  • INSEAD (2 of class of 2460 10 months 73K
    50K)
  • lt2 of MBA students are African students at
    other top schools
  • Equates to lt100 students/year
  • 30-35 students in Nigeria and S. Africa
    complete GMATs with gt650/year
  • International schools are significantly more
    expensive

Source Worldbusinesslive.com AABS mba.co.za,
IAI team analysis
15
While most top b-schools have an Africa
Initiative like program, these are run with
various degrees of success and generally feel
like high hype, low return
  • Harvard Business School
  • 2 admission events in Africa per year
  • Africa Business Club (1997)
  • Africa Trek
  • Annual Africa Business Conference (800 people
    incl. prominent African figures)
  • Wharton Business School
  • 6 admission events in Africa per year
  • WASA (Wharton African Student Association, 1999)
  • African Business Forum Speaker Series
  • African Global Immersion Program (3-weeks field
    trip) and case about Africa in MBA program

0
0
  • 0 post-MBA jobs in Africa
  • 0 post-MBA jobs in Africa
  • London Business School
  • 3 MBA Admission events in Africa per year
  • 1 scholarship for African students
  • Alumni association activities in SA and Nigeria
  • Stanford Graduate School of Business
  • 3 admission events in Africa per year
  • Africa Business Club
  • Black Community Service Centre

0
0
  • 2 post-MBA jobs in Africa
  • 0 post-MBA jobs in Africa

16
Agenda
Background Making the Case for Africa
IDFP Project Plan structuring the problem
3
Interviewing African students and alumni
Suggestions for next steps for marketing
17
INTERVIEW PROCESS We focused initially on
interviewing African MBA students and alumni to
identify the root causes of the dearth of
Sub-Sahara African applications and the major
bottlenecks in the application process
Alumni (6)
Interested in INSEAD
Current Student (10)
Prospective
Aware of INSEAD
Financial Reasons
Interested in MBA
Not Aware of INSEAD
Not Interested in INSEAD
Location Reasons
Aware of MBA
Not Interested in MBA
Eligible Population
Other Reasons
Not considered a personal option
Not Aware of MBA
Doesnt know what an MBA is
18
The Types of Questions asked during Interview
Process to identify focus areas for marketing
Profile
Awareness
Application Process
Choice
RECOMMENDATIONS for the MARKETING PLAN
  • Nationality
  • Education
  • Experience

Who should INSEAD target during the marketing
process?
  • Of MBA Programs
  • Of INSEAD
  • Sources of information (fairs, press,
    university, company, relationships)

How should INSEAD target the eligible population?
What channels should we use to increase
awareness?
How can INSEAD facilitate the process for
potential candidates?
  • Main barriers difficulties (GMAT, financing,
    coaching, VISA)

What is INSEADs value proposition ? How should
INSEAD communicate its value proposition?
  • Criteria for choosing INSEAD vs. other schools
    (reputation, time, geography, global exposure,
    networking, scholarships...)

17
19
Profiles of Interviewees The INSEAD African
alumni and student population is diverse in terms
of nationalities as well as educational and
professional backgrounds
  • Nationalities
  • S. Africa
  • 2 alumni
  • 4 MBAs
  • Nigeria
  • 1 alumni
  • 1 EMBA alumni
  • 3 MBAs
  • Zimbabwe
  • 1 alumni
  • 1 MBA
  • Kenya 1 alumni
  • Ghana 1 MBA
  • Cameroon 1 MBA
  • Undergraduate Institutions
  • UCT (ZAR) 2
  • University of Natal - 2
  • Obafemi Awolowo University (NGA) 2
  • USA (2)
  • UK (1)
  • Nairobi University (NGA)
  • Schlumberger Well Completion School (NGA)
  • Cape Town University (ZAR)
  • Pretoria University (ZAR)
  • National University of Science and Technology
    (Zimbabwe)
  • Backgrounds
  • Masters in Engineering - 3
  • Electrical Engineering - 2
  • Mechanical Engineering - 2
  • Chemic Engineering
  • Information Systems
  • Computer Science
  • Physics
  • Economics Philosophy
  • Companies
  • Accenture 2
  • Celtel
  • Ericsson
  • Exxon Mobil
  • Schlumberger
  • Shell
  • SPAR
  • Unilever
  • Mining

18
20
Results from the Interviews indicated that the
main problem was one of lack of awareness of
INSEAD
Increase Interest/ Applications
Identify Eligible Population
Raise Awareness
Interview Acceptance
Attendance
  • PROBLEM ARISES AT THE AWARENESS JUNCTURE IN THE
    FUNNEL
  • Once a student has decided to pursue the MBA at
    INSEAD, the remainder of the funnel process is
    less challenging
  • Financing is important but a manageable hurdle.
    Scholarships must scale up in tandem with more
    African students. Potential for financing
    solutions are important condition during
    application process
  • GMAT process is manageable. Eventually
    development of coaching/preparation would be
    helpful.
  • Visa issue is manageable. More administrative
    support during the acceptance process, especially
    from alumni would be helpful. INSEAD has some
    relationships to help with this.

19
21
Interviews shed light on some of the main reasons
for choice of INSEAD
20
22
Interviewees suggested various channels for
Africa Initiative marketing
Corporate partnerships (ExecEd network?, cases?)
Academic institutions (satellite school, guests)
Improve funding communication
Target "pipeline" (undergrads, also in Europe)
Alumni (ambassadors, "success stories")
Media PR (financial journals online)
Govt. Alliances
21
23
Interviews highlighted differentiated challenges
for marketing in each country
  • South Africa
  • INSEAD on par with local, well established
    school
  • Financing Govt. FULL support (tuition living)
    for S. Africans studying locally
  • Local programs allow flexibility (part time)
  • Word of mouth (esp. alumni)
  • Niche awareness (Nedbank)
  • MBA ? salary jump
  • Confusion due to recent proliferation of bad
    B.S.
  • Demand is there (75 of CEOs from S. African
    stock market have MBA, but all local MBAs)
  • Nigeria
  • Less well established local schools
  • MBA elite culture" only
  • Niche awareness (oil industry)
  • INSEAD French !!
  • Visa (easier than in UK)
  • Financing (easier in UK)
  • Word of mouth (esp. alumni)
  • Other countries
  • Similar to Nigeria
  • Level of English (TOEFL) can be barrier in non-ex
    English colonies
  • Financing, GMAT, interviews, VISA more of an
    issue than in Nigeria and S. Africa

Other issues
  • Most MBA students want to come back to Africa,
    but not immediately after MBA
  • Content while more POSITIVE content on Africa
    would be appreciated, there are not enough
    success stories from developing worlds (BRIC,
    etc.)
  • More post MBA career choices in Africa not just
    oil, consulting or banking
  • INSEAD students are unrepresentative of African
    population interviewing non-INSEAD
    alumnus/student population is recommended

22
24
Agenda
Background Making the Case for Africa
IDFP Project Plan structuring the problem
Interviewing African students and alumni
4
Suggestions for next steps for marketing
25
  • Analyzing the Awareness Issue more closely, we
    thus recommend focusing marketing on different
    areas for each country
  • people who would benefit from an MBA but are not
    interested/unaware of the MBA proposition
  • people who want to do an MBA but either dont
    know INSEAD, have incorrect information or dont
    understand the value proposition

Eligible Population
Aware of MBA
Interested in MBA
Aware of INSEAD
Interested in INSEAD
Not Aware of MBA
Not Interested in MBA
Not Aware of INSEAD
Not Interested in INSEAD
In South Africa, the Problem is one of INSEAD
branding There is sufficient demand to pursue an
MBA, INSEAD is however not able to capture the
market that exists
In Nigeria, the problem is lack of awareness of
the MBA as a value proposition
24
26
In South Africa we recommend focusing marketing
efforts at creating the buzz top down by
initially targeting potential Executive Education
candidates
  • Step 1
  • Educate corporations on benefits of partnering
    with INSEAD through EMBA, ExecEd and AMP programs
  • Sales pitch (short lt 2hr) at major South African
    corporations emphasizing value proposition of
    INSEAD
  • Leverage strength of existing partnerships
    alumni base
  • Potential for case-study work at successful S.
    African companies to reinforce relationships and
    to create relevant African content
  • Needs to be done frequently consistently
  • Step 2
  • Leverage strong alumni base from Executive
    programs in order to increase awareness of
    benefits of an INSEAD MBA in comparison to a
    local MBA
  • Word of Mouth bringing INSEAD Top of Mind when
    a student is considering an MBA
  • Understanding of leaders corporations in S.
    Africa of benefits of INSEADs value proposition,
    facilitating choice of INSEAD over local MBA
  • Encourage interaction of EMBA/ExecEd programs
    with MBA students when on campus to highlight
    INSEAD MBA benefits

27
In Nigeria, we suggest highlighting the benefits
of an MBA in general and INSEAD in particular by
offering A day in the life of an INSEAD MBA
  • Step 1 Selection of 80-100 participants
  • Preselected candidates
  • Top five students at local undergraduate
    graduate schools
  • GMAT takers with scores above 650
  • 30 High potential candidates identified and
    recommended by local alumni (ExecEd, EMBA and
    MBA)
  • Media campaign candidates
  • Campaign to be launched 2 months prior to event
  • Advertising in Business section of local
    newspapers
  • Radio advertising INSEAD sponsorship of relevant
    business / news broadcasts
  • Advertising on INSEAD website
  • Step 2 Program for A day in the life of an
    INSEAD MBA
  • Offered twice a year in Lagos 120/130 people
    event
  • Attendance of INSEAD faculty (2) current MBAs
    (2) INSEAD recruitment/marketing staff (1)
    local alumni (10)
  • Program
  • 1 open lecture by INSEAD faculty
  • 1 interactive class with case study and group
    work. Include prize for winning team.
  • Overview of the structure and content of MBA
    program academics, international dimension,
    social life
  • Presentation of personal experience at INSEAD by
    current MBA students and local alumni
  • Admission coaching session (GMAT, application,
    recommendation letters, interviews, visa
    requirements) and strong emphasis on financing
    options
  • QA session networking with faculty, alumni,
    current student and INSEAD admission / marketing
    team
  • Partnership / co-hosting with local strong
    corporation

Suggestions for next steps for marketing
28
INSEAD should also leverage traditional
channels to increase awareness
Corporations Partnerships
Governments International Institutions
Initial focus on increasing awareness of INSEAD
brand
Academic Institutions
Alumni
Media PR
  • Local Newspapers
  • Local editions of Business Journals
  • Undergrad/grad newsletters
  • Radio
  • Internet

29
Next Steps
  • Develop a clear strategy for IAI as a whole and
    receive buy-in from key internal stakeholders
  • Dedicate a full time employee to support INSEAD
    Africa Initiative
  • Allocate an earmarked budget for African
    initiative separate from marketing budget
  • Increase awareness of Africa within INSEAD by
    hosting an Africa Day and publicizing the
    Initiative and its background rationale
    internally leverage Ujamaa (African Club) and
    partnerships with corporations
  • Improve the financing options (scholarships,
    student loans, agreements with corporations) to
    minimize its effect as the main hurdle to
    recruitment
  • Conduct additional interviews, especially with
    students who did NOT choose to attend INSEAD, to
    better target marketing plan

30
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