EXECUTIVE SUMMARY
“A Study on online & offline marketing strategies for management institute with
special reference to ISMR B-School”. Here looking towards today’s marketing
scenario most of the institutes, corporate company or any service industry focus on
both online & offline marketing strategies. It must be emphasized importantly is to
combine both online marketing and offline marketing advertising together in your
marketing campaign for optimum success. Looking towards my project as working
in an educational institute there are some aspects which I have mentioned where the
institutes are looking for achieving their goals while using online & offline
marketing strategies. The offline marketing strategies involve: - direct mail, print
advertising, hoardings, banners, any kind of outdoor media, cold calling, printing
prospects and sending to the students, newspaper adds, group discussion, personal
interview, telephonic interview. The online marketing strategies involve: - official
websites, link exchange, link purchase, lead purchase, social bookmarking, Skype
interview and social media.
PROJECT TITLE:
DURATION OF PROJECT:
I have chosen this project because service industry is going in a boom at present
looking at today’s current market scenario they are making their growth at a higher
cost weather it may be any kind of service industry. I have thus chosen this project
to study the marketing strategy which are using to make their name a reputed or
brand in the market and causing a higher growth to any kind of management
institute in Pune and it is developing in a boom so to know or study the online &
offline marketing strategies of a developing institute I have chosen this field and
project.
Name of Company:
SRI VIGNESHWAR EDUCATION SOCIETY’S
Website: www.ismrpune.edu.in
1. A research was done by Tele-calling to the students from different areas with
the data given to call for the purpose of admission.
2. Tele-calling was done in different areas according to the responses we were
getting from different zones.
3. Using Skype and telephonic mode of interviews to shortlist the students for
GD&PI.
4. Inviting the students for the GD&PI in their own particular areas.
5. Conducting the GD&PI in those particular areas.
6. Giving admission to the selected candidates.
7. Using social media & educational activities to keep the student updated.
8. Sending college documents via mail.
9. Using WhatsApp to keep them updated regarding college activities and solving
grievances of both students and parents.
10.Taking feedback from the students through online channels.
Primarily Objectives
Secondary objectives
PRIMARY OBJECTIVES: -
The primary objective was to know about the Organizational Strategies from
marketing point of view by using online & offline methods and to upgrade the
strategies as per the requirement.
SECONDARY OBJECTIVES: -
The secondary objective was to see that how ISMR B-SCHOOL can improve the
strategies it already follows and what all new can be adopted so that better
marketing strategies can help the institute.
INSTITUTE PROFILE
Founded: - 2007
Website: - www.ismrpune.edu.in
It is an Indian rooted cluster committed to innovative growth. ISMR team speaks the
new language of success in the field of management education, leadership &
entrepreneurship. It is anchored by an extraordinary force of dedicated and eminent
leadership belonging to various sectors of corporate and the academia. Being an
emerging leader in management education, ISMR continues to search for opportunities
to expand in the various landscapes to empower the youth.
Shri Vighneshwara Education Society has invested in the incubation of several start up
enterprises and is now progressing rapidly on an ambitious growth and expansion plan
pan India. The organization encompasses of an enthusiastic team of business and
financial experts. It has a robust network to build a dynamic environment to nurture
and fuel the growth of nascent enterprises. Today, ISMR aspires to establish ventures
in various domains such as IT, Financial Services, Home Decor, Hospitality,
Restaurants, Music Industry, Education Industry, FMCG, Engineering etc.
Dr. Nilesh Bhutada (PhD, MBA, M.Com) Chetan Bhutada (CA, MBA, M.Com)
(Secretary) (Treasurer)
VIMLA BHATT
SHEETAL PATIL
DURYODHAN ROHANE
PRATIBHA BAGADE
NIWAS THOSAT
AMAR C. WAGHMARE
VISION STATEMENT: -
To Provide Managerial Talent with Risk Taking Ability, Passion for Learning, Creative
Thinking and Values in Rapidly Evolving Economic and Social Global Environment.
First Year
First semester begins in July and second in December.
Second Year
Third semester begins in July and fourth in December.
ISMR College offers variety of different management courses. It also provides courses
with dual specialization.
PGDM (AICTE)
ELIGIBILITY:
Graduates of any faculty from any statutory University with minimum 50% aggregate
and (45% marks for students belonging to SC, ST/DT, NT, OBC, SBC and PH shall be
eligible for admission to the PGDM course.
SELECTION PROCESS:
Based on the performance on your Aptitude Test or valid CAT/ MAT/ XAT/ ATMA
SNAP/MH-CET/ CMAT/ AMMI score, followed by GD/PI for short listed candidates.
(PUNE UNIVERSITY)
OBJECTIVE:
To impart the students latest and relevant knowledge from the field of management
theory and practice.
To impart/ develop the right kind of values and attitude to function effectively in
managerial/ administrative positions.
ELIGIBILITY
Students possessing following qualification are eligible for admission to MBA course.
A Bachelor’s Degree / Master Degree in any faculty from any statutory University with
minimum 50% aggregate and (45% marks for students belonging to SC, ST/DT, NT,
OBC, SBC for Maharashtra State only)
SELECTION PROCESS:
Based on the performance on your Aptitude Test or valid MH-CET/ AMMI
score, followed by GD/PI for short listed candidates.
INTAKE: 60 seats
DURATION: 2 Years
COURSE FEES
PARTICULAR AMOUNT
HOSTEL 55,000
MESS 40,000
NOTE:
The institute tries to facilitate Bank loan for needy students by giving necessary
documents, but arrangement of loan has to be done by students only.
The institute also provide scholarship if students qualifies following criteria
Student of Defense Personnel (Wards)
Students of Defense Personnel (on Sabbatical)
Graduation percentile
National level sports background
MILE NO YES
BRANCH: -
BRANCH: -
The institute is located at Sr no 907, Gaidhara kanifnath college, Chaitanya lodge,
Wadki, Pune- 411028.
NEW INSTITUTE-
QUALITY WILL TAKE TIME
EDUCATION TO ESTABLISH
PLACEMENT STRENGTH WEAKNESS NAME.
INDUSTRY
ORIENTED
OPPORTUNITY THREATS
CAN GENERATE COMPETING
GOOD WITH OTHER BIG
REPUTATION BY BRANDS LIKE SAI
DELIEVERING THE BALAJI,RIIM,
PROMISED INDIRA, MILE
THINGS.
Though the ISMR is a new institute comparatively to other but by giving good
placements, by providing good mix of faculties & infrastructure it is aiming to
become one of the top institutes in the industry.
But at the same time the brand name & goodwill other institutes are having
ISMR needs to find a way of its own.
THEORITICAL BACKGROUND
TARGET MARKET:
Graduation students
Coaching centers
Education consultants
Entrance exam centers
MARKETING STRATEGIES:
Print advertising.
Hoardings and Banners.
Cold calling.
Printing & distributing of pamphlets.
Printing envelope & sending to the students.
Printing prospectus and sending to the students.
MARKETING PLANNING:
“Online marketing is the art and science of selling products and services over digital
network, such as the internet and cellular phone networks”
The art of online marketing involves finding the right online marketing mix
strategies that appeals to your “target market” and will actually translate into
sale.
The science of online marketing is the research and analysis that goes into both
choosing the online marketing strategies to use and measuring the success of
those online marketing strategies.
Ecommerce
Online Advertising
Search Engine Marketing
Email Marketing
Social Media Marketing
Easy access
Highest reach
Delivers the message clearly
Confirms the authenticity
Connects the target prospects emotionally
Motivates
Meet changing demands: - television, radio, and print still have their place in
the marketing industry, but the modern technology taking place of offline
marketing tools day by day and many people access to the web. By beginning an
internet marketing campaign, business can keep up with changing technology.
Increase website traffic: - Web traffic is the amount of data sent and received
by visitors to a website.
Easy to find all the details about the institute on official website as well as on
google.
Quick query: - ISMR website have an option for students if they have any doubt
or they want to ask any query they can just fill their details and their question.
ISMR mail back them and also student get call from institute.
Students from any part of the world can check the details in just one click.
ISMR website have all the information and option for the students.
Download application form
AICTE approval letter.
Bank tie-up letter for educational loan
Fees structure
Scholarship criteria
Facilities to be given
Placement details
Online form submission
Online fees transfer
Online marketing created awareness but at the same time we also have to take
care of all the copyrights.
LITERATURE REVIEW
In a book on higher education, Penn (1999) discussed issues and trends in management
of enrollment among higher education institutions, using data of 30 years. The report
covers such aspects as access, accountability, finance, political and government
support, regulatory environment, public perception, etc. The author carried out a survey
on the administrators of public universities. An attempt on evaluating admission
management program was made and ethical implication issues were discussed. For
consumers, media plays an important role in choosing service providers, including
educational service providers. It is beyond doubt that the Internet, particularly social
media, has changed the way people used to make choices about buying and using
various goods and services. This applies to deciding about further education as well.
There is a generational change about the way of choosing college or university for
higher education using various sources of information. Social media is playing an
important role here, which is understood by education institutions as well.
Poock (2001) noted that colleges and universities are using the World Wide Web
(WWW) more and more for admitting students, though use of the website by the
students is not known. The author addressed issues, such as, engaging nature of
website, browsing, and submission likelihood. The study was conducted among
students about how they perceive websites of colleges and universities. Advising
admission managers, the study concluded that the growth of research on the impact of
Internet has not accelerated. The present research on this is more inclined towards
commercial organizations rather than educational institutions. It was also concluded
that colleges/universities can use technology better on marketing and on enrolment
efforts. Along with online media, such as, websites and WWW, social media,
particularly mobile-based media, also plays a role in information dissemination. The
changing peer influence in social media communication was examined when compared
to tradition sender-receiver communication model in the context of choice of a
university made by the students (Timothy, 2010). The influence of sources of
information on students’ choice of university for further education is tested out in this
research. The influence of friends/family members, campus visit, etc. was compared
with other media.
Litten (1982) noted that approach and process of college selection is neither simple nor
similar for different individuals. Depending upon varying needs of the students,
different types of information can be reached to students via different media. The
author observed that parents have larger influence on students’ college selection
process compared to factors such as gender or race. College administrators can take up
cost-benefit analysis to compare admission strategies.
Internet privacy issues also affect users’ decision of searching for a service provider
online. Ng (2012) mentioned that the Internet has already become a consumer medium
for online users and simultaneously raised concerns about access to users’ information.
It was observed that there were an almost equal number of male and female
respondents. The number of the respondents with commerce in their HSC (Higher
Secondary Certificate) was the largest, followed by the number of respondents with
science. The highest number of respondents was from Gujarat and a very small number
of respondents were from abroad. Majority of the respondents’ father’s occupation was
business and mother’s occupation were homemaker. The median average monthly
family income of the respondents was found to be ` 4,42,714. Respondents explored,
on average, four other universities/ colleges before choosing this institution and had
appeared in an average of three entrance exams other than that of their chosen
institution.
The findings evidently reveal the emerging role of online marketing techniques. The
role of existing offline marketing techniques used by Indian colleges and universities
was found to be significant in the process of decision-making in the choice for
college/university admission. The role and dependability of the source of offline versus
online information varied significantly across factors like program fees,
college/university background, faculty, and career support.
Subset of those who came to know about college/university via online and
offline sources both.
A comparison was made between the two subsets/groups to understand the
profile of both the groups, to know the perception of both the groups towards
choosing a university or college for higher education, and to check what role
social media plays, if at all, in influencing students’ choice of college or
university for further studies.
RESEARCH METHODOLOGY
Research is a careful and detailed study into a specific problem, concern, or issue using
the scientific method. It is a scientific and systematic search for information on a
particular topic or issue. It is also known as the art of scientific investigation. Research
includes any gathering of data, information, and facts for the advancement of
knowledge. A research method is a systematic plan for conducting research. It consists
of three steps: pose a question, collect data to answer the question, and present an
answer to the question.
1. TYPE OF RESEARCH:
a. Descriptive Research:
It is well structured. It can be taken in certain circumstances. When the
researcher is interested in knowing the characteristics of certain group such
as age, gender, occupation etc. Descriptive research has been used in this
project as there was requirement to categorize my sample size according to
age, gender, occupation, business type, size of business, market value of
businesses and target customer. The website was categorized into 16 parts
and 291 sub-categories, for e.g., Automobile, Personal Care and Apparel,
Food & beverages, daily needs, health & care, etc. are the categories of the
businesses which were registered on the website.
b. Exploratory Research:
The exploratory research is conducted to explore the research questions and
may or may not offer a final conclusion to the research conducted. It is
conducted to handle new problem areas which haven’t been explored
before. Exploratory research lays the foundation for more conclusive
research and data collection.
ISMR College carried out various activities during its admission procedure out of
which some proved effective and some could not prove that effective.
The list of activities carried out by the college is as follow:
1. GD-PI SESSIONS
2. ADVERTISEMENTS
3. CONSULTANTS
4. TELEPHONIC INTERVIEWS
5. PAMPHLETS
6. WALK-INS
TELECALLING
ANALYSIS/ FINDINGS
GD-PI SESSIONS
Wherever we went for the GD-PI sessions in different states, there we were
looking for some consultants who can bring some admissions for our college.
And we were successful in contacting some of the consultants. This was one of
the positive aspects because by this they can also earn as well as college will
also get more students.
TELEPHONIC INTERVIEWS
PAMPHLETS
There were students who directly came to visit our campus with their parents
seeing these advertisements such as on internet, in newspaper on television,
through pamphlets Tele-calling, wom (word of mouth) etc.
So, we handled them very efficiently so that they can be converted because they
were the most interested students and most likely to take admission in our
college.
We use to counsel them with proper measures.
Random sampling
Systematic sampling
Stratified sampling
I have used the Stratified sampling techniques because I have to work upon different
random data.
DATA ANALYSIS
COURSE
30
25
20
15
10
0
B.B.A B.COM B.A OTHERS
Male Female
INTERPRETATION: -
The result shows that most of the B.COM and Others (Technical Background)
students look forward for management institutes as an option for their post graduate
degree.
STREAMS
30
25
20
15
10
0
Commerce Science Arts
Male Female
INTERPRETATION: -
The target market of the management institute should be more on the Commerce
and Engineering Colleges as among both male and female percentage of Commerce
and Engineering students are relatively higher than that of Arts students.
Source of Information
25
20
15
10
0
Parents & Friends Seminars and Consultants Social Media/
Workshops Websites
Male Female
INTERPRETATION: -
The results revealed more offline influence over online across the options of various
sources of information like Parents & Friends, Seminars & Workshops, Consultants
and Social Media/Websites. Offline sources of information such as Seminars &
Workshops was ranked the highest.
The result showed that 32 percent of the respondents came to know about their chosen
university and college from their Seminars & Workshops, followed by Consultants (30
percent). Respondents who ranked information about college through social
media/websites (23 percent) and Parents & Friends (15 percent) were relatively very
less in number.
Similar patterns of source of information were observed across both male and female
respondents. Among female students Consultants recommendation was mostly
preferred 33.33 percent versus 28.57 percent of male students. Social media usage was
found relatively higher in male respondents as compared to female respondents (24.29
percent versus 20.00 percent)
RESPONSES
50
40
30
20
10
0
Strongly Agree Agree Neutral Disagree Strongly Disagree
RESPONSES PERCENTAGE
INTERPRETATION: -
As per the result most of the respondent agreed that online marketing strategy is the
most effective marketing technique over the traditional marketing technique.
SERVICE USED
18
16
14
12
10
8
6
4
2
0
whatsapp YouTube Facebook Google+ LinkedIn
MALE FEMALE
INTERPRETATION: -
There was high awareness of online services, and the student usage was found to be
highest on WhatsApp (27.00 percent) followed by Facebook & LinkedIn (21.00
percent) and YouTube (16.00 percent). Nearly 50 percent of the respondents indicated
using only three services namely WhatsApp, LinkedIn & Facebook. Across this
category of respondents, very less usage of YouTube and Google+ was observed.
Women users are found to be significantly high on WhatsApp (33.33 percent as
compared to male user’s 24.29 percent). YouTube usage was also found to be lesser in
female respondents (13.33 percent versus 17.14 percent).
SOURCES
30
25
20
15
10
0
Home Hostel College Cyber café
Male Female
INTERPRETATION: -
Majority of the respondents accessed the Internet from their home followed by access
of internet through Hostel & College. However, accessing internet through cybercafé
was more preferred by females as above comparison.
Sr.
Particulars Responses Percentage
No.
1 Strongly Agree 22 22.00
2 Agree 44 44.00
3 Neutral 17 17.00
4 Disagree 13 13.00
5 Strongly Dis-Agree 3 3.00
RESPONSES
50
40
30
20
10
0
Strongly Agree Agree Neutral Disagree Strongly Dis-Agree
Responses Percentage
INTERPRETATION: -
As shown in the above graph a good number of respondents agree to the reliability
of information available Online.
No. of Respondents
70
60
50
40
30
20
10
0
Yes No
No. of Respondents
INTERPRETATION: -
Majority of respondent are attracted by brand name while selecting the management
institutes.
SOURCES
35
30
25
20
15
10
5
0
Print Ads Television In-store Outdoor media Online Media
Commercials Promotion
1 2 3 4 5
RESPONSES
INTERPRETATION: -
As Online Media is the most accessible medium and a wide number of people can
use at the same time. According to the survey Online Media is the mode which
attracts students towards the brand.
DEVICES
40
35
30
25
20
15
10
5
0
Cell Phone Laptop Desktop Tablet
Male Female
INTERPRETATION
The device that most of respondents used to access the Internet was cell phones,
followed by laptops. Desktop were the least preferred device among the respondents to
use the Internet. Among both male and female respondents Desktop was the least used
devices for accessing the internet.
Sr. Percentage
Source Responses
No.
1 CONSULTANT 30 30.00
2 NEWSPAPER ADS 14 14.00
3 ADMISSION 10 10.00
4 PAMPHLETS 30 30.00
5 OTHERS 16 16.00
SOURCES
35
30
25
20
15
10
0
CONSULTANT NEWSPAPER ADS ADMISSION PAMPHLETS OTHERS
Percentage
INTERPRETATION
The responses from consultants & pamphlets was more effective (30.00 percentage) as
this source are used repeatedly and gives an effective result to many management
institutes. And the responses from newspaper Ads (14.00 percentage) and admission
letter (10.00 percentage) is less as compare to other sources.
RESPONSES
60
50
40
30
20
10
0
Strongly Agree Agree Neutral Disagree Strongly Dis-Agree
1 2 3 4 5
RESPONSES
INTERPRETATION: -
Maximum students are in favor that Consultants are an assets for the institutes.
They play an important role in admission activities of Management Institutes.
TELECALLING ANALYSIS
60%
50%
40%
30%
20%
10%
0%
EAST ZONE WEST ZONE NORTH ZONE SOUTH ZONE
TELECALLING ANALYSIS
INTERPRETATION: -
Analyzing the above data, we can see that higher number of responses got from the
East Zone (48 percentage) because many students of East zone wants to come out of
there cities for the higher and good education and in search of good college who gives
good placement after their Degree.
And the lowest responses from the south zone (8 percentage) because they prefer to
study in their native place or in nearby cities like Bangalore, Chennai, and Hyderabad.
GD/PI
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
EAST WEST NORTH SOUTH
PERCENTAGE
INTERPRETATION: -
There were many responses from different part of the country that is form of different
zones.
46% responses from east zone.
30.77% responses from west zone.
15.38% positive responses from North zone.
7.69% responses from south zone.
It is concluded that the positive responses from East Zone is high because the students
of these zones prefer to come out of there states for their higher education
ZONE
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
EAST WEST NORTH SOUTH
PERCENTAGE
INTERPRETATION: -
There were many responses from different part of the country that is form of different
zones.
45% responses from east zone.
25% responses from west zone.
20% positive responses from North zone.
10% responses from south zone.
It is concluded that responses out of both offline and online marketing strategies were
fruitful from East Zone as compare to other zones.
FINDINGS
LIMITATION
CONCLUSION
The role of peer influence is highest among this age group while making decisions. The
reasons for this can be further investigated. The clear impact of social media cannot be
denied when it comes to the time devoted by this generation, yet it was surprising to
discover that the role of the former is relative poor as compared to direct feedback and
fact-based information.
The study clearly confirms that in the choice-making process for selection of
university, students give the highest weightage to personal communication.
Simultaneously, the results are explicitly positive for social media in the category of
non-personal marketing communication.
After the study we came across various parameter where we need to update ourselves.
These activities helped in preparing us our strategies and gave us an idea of the
response we will get there. Accordingly, we prepared ourselves & went on to create a
healthy impact on the students. We also learned a lesson where to invest the resources,
when to invest, what else we need to incorporate, what we need to leave etc. Biggest
learning was to use the time because this is the most critical factor that can affect the
outcome in big way.
There were many activities which were done in the cities where the Seminars,
Workshops, Group Discussion & Personal Interview of the students carried out as a
part of the research work to boost the attention of the students in advance so that they
will be having a curiosity & will turn up for the same.
Offline Marketing is the easy way to understand and connect to students and let them
know about the curriculum we provide. The confusions and doubts can be cleared on
the spot, also students get to know the atmosphere they would get after joining the
institutes.
RECOMMENDATIONS
The branding of ISMR in various cities was done largely by print media i.e.
Newspaper, Magazine, and by Tele-calling, Hoardings, Banner and
broadcasting modes should have been incorporated.
Manpower should be increased so that the distribution of workload can be done
effectively.
Visits in nearby cities should have been done in different phases. i.e. Nagpur,
Bhopal, Patna are near to each other so the visit of these two cities must be mad
in different phases so that if some students are not able to attend the GD-PI on
the given date in one city can re-appear on another date by covering the
distance between the two cities.
College should concentrate more on online portals for contacting students as it
is a broad platform.
More use of internet marketing should be done.
Advertising through social media should increase to increase the base of
students.
More collaboration with education portals.
BIBLIOGRAPHY
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Books:-
C. R. Kothari, Research Methodology
W. Chan Kim, Renée Mauborgne Blue Ocean Theory
Philip Kotler, Marketing Management
ANNEXURE
Name ________________________
Gender _________ Age _____
Address __________________________________________________
Contact No. _____________ E-mail-Id ________________________
5. Which online services are used more for collecting the information?
a) WhatsApp
b) YouTube
c) Facebook
d) Google +
e) LinkedIn
8. Whether brand name attracts students while selecting the Management Institutes?
a) Yes
b) No
10. Most Common devices used for Internet access for collecting information of
various institutes?
a) Cell Phone
b) Laptop
c) Desktop
d) Tablet
14. Regions concentrated for mock GD/PI for undergraduate as a part of marketing
strategy.
a) East Zone
b) West Zone
c) North Zone
d) South Zone