MARKETING MANAGEMENT II

PROJECT
SUBMISSION DATE: 17th March 2010

Task:
Your group is given an industry. Your job is as follows:
1. You have to develop a ‘new’ product in the industry. For your
new product, draw a marketing plan, entailing details of market
size, segments chosen, competition etc.
2. Choose a competitive positioning for your product, defending it
from competition.
3. Give the launch plan of your product.
4. Suggest marketing strategies (including product line strategies,
pricing strategies, promotion strategies, distribution network
modifications).
5. Give your pricing strategies, keeping in mind the competition
you will face.
6. Give your broad IMC mix. Give detailed strategy regarding at
least two (more is optional) tools that you would specifically
use for promotion of product.
7. Give your business and Financial analysis.
Instructions:
♦ The project shall be evaluated on following criteria: Creativity
and innovation of idea, presentation of idea, Competitive
advantage over other competitor group, Feasibility and
profitability of project.
♦ The capital for the project is maximum upto Rs.30 crores.