Repositioning Virtual University of Pakistan

Abstract

The purpose of this paper is to illustrate the concept of repositioning with a single case study design.  Case study selected for this research is the Virtual University (VU) of Pakistan. VU is the first Pakistani university based completely on modern information and communication technologies, was established by the Government as a public sector, not-for-profit institution. One of the challenges VU management faces as of now is regarding the perception of the university. Generally, VU is perceived as a sub-standard university and it is thought that only those who could not secure admission anywhere else have joined this institution. Secondly, masses have always been skeptical about the quality of education imparted at VU. The low fees are assumed to indicate poor quality of education and the government funding and subsidies are not considered as efforts to improve the standard of education in the country. VU has also signed a number of MOUs with top foreign and local universities, but these important associations have not been promoted effectively by VU so far.  Perhaps the greatest challenge surrounding the VU management is the consumer’s perception about the employability of VU graduates. This perception of masses about VU could have been changed by repositioning VU with an appropriately redesigned promotion campaign. Soon VU management realized the lack of advertising effectiveness and changed their positioning strategy. Three important changes they have made. Firstly, instead of targeting graduation ceremony or convocation, they moved towards Endorsements. They contacted their well-placed graduates in corporate sector and ask their endorsements. This was sensed immediately by the target audience and helped VU in enhancing their image.  Secondly they moved towards color advertisements in black and white classified pages which resulted in immediate recognition of their advertisements. Thirdly, they changed their program offerings and started offering 18-year MS degree programs which has resulted in enhancing consumer perceptions towards high quality education at VU. This capstone decision was proved fruitful measured by subsequent perception surveys.

Keywords: Marketing, Positioning, Repositioning, Advertising Campaign, Services, University, Pakistan