LOVELY PROFESSIONAL UNIVERSITY Form/LPUO/AP-3

(The format to be used for Planning the academic activities other than Lecturers/Tutorial/Practical like
Assignments, Case study, Presentation, Quiz, Projects, Class tests, industrial visits, teaching practice, court visits etc. to be
undertaken as a part of the continuous assessment for the Course)
ACADEMIC ACTIVITY NO_2_

Institute of ______Management_________________________________Department of ___Management ___________

Name of the faculty member____Rajeev Gupta
Course No.___MGT 532___ Course Title__Product & Brand Management __
Class ______________MBA ______Semester_III______ Section ___SP 107__ Batch__2009______________
Max. Marks _25____ Date of Allotment_14/9/10____________ Date of Submission____13/11/10_______________________
Important: To be read before filling up the Plan format.
1. Planning for academic activities other than Lecturers/Tutorial/Practical like Assignments, Case study, Presentation,
Quiz, Projects, Class tests, industrial visits, teaching practice, court visits etc to be undertaken as a part of the continuous
assessment for the Course should be prepared separately as per the format at the start of the session.
2. Industry oriented academic activity should be encouraged. If the academic activity is organization based, please specify
the organization with respect to the assignment. Absolute theoretical academic assignments, which involve only copying
from the books, should be discouraged. Model *(Method/Pedagogy) used in allotment and evaluation of the assignments
should also be specified in the assignment plans itself.
3. All the students should be given a different topic of assignment, in all cases either the topic of assignment should be
different or the organization on which the assignment is based should be different.
S.No Roll No Topic Objectives of Topic Organization Model*
No. Academic Activity / product
1 The main Objective Marketing Plan covering
components as Executive summary,
of this assignment is situation analysis, The credentials that
will be taken into
marketing objectives, marketing
to encourage the consideration for
strategies, supporting marketing evaluation are as
reading, writing programs relating to marketing mix follows:
and summary and for Re-launch of
Analytical & - Lifebouy soap 1. Time of
submission.
research skills 2. Clarity of ideas.
3.Comprehensiveness
among the students. 4. Reasoning
5. References
Also students will
Academic Integrity:
get in depth
Students found to
knowledge of have copied both, the
one who copied and
allotted topic. from whom copied,
RR17B1A
26 will be awarded
ZERO marks
2 Soft drink industry is dominated

by two brands; Coke and Pepsi.

Evaluate the positioning, target

markets, POP and Pods of both

RR17B1A the brands and suggest how it can
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be improved
3 RR17B1A FMCG industry is dominated by
41 two players Unilever and P&G.
Compare their brand portfolios
 and their
Branding strategies. Suggest
improvements in both.
4 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives ,marketing
strategies, supporting marketing
programs relating to marketing
RR17B1A
mix and summary and for Re-
42
launch of –Texla
5 Contrast Coca-Cola and Mc-
Donald's global branding
strategies. Study the similarities
and differences and the reasons
RR17B1A
behind their success as global
43
brands.
6 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives ,marketing
strategies, supporting marketing
programs relating to marketing
RR17B2A
mix and summary and for Re-
07
launch of – Kinetic Honda
7 Pick a brand like Nike and assess
its efforts to manage brand equity
in the last five years. What actions
has it taken to be innovative and
RR17B2A
relevant? Suggest changes to its
14
marketing program
8 Pick a product category. Consider
the strategies of market leaders in
RR1901A
different countries. What are the
01
Similarities and differences?
9 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives ,marketing
strategies, supporting marketing
programs relating to marketing
mix and summary and for Re-
RR1901A
launch of
05
-Kinetic Honda
10 Brand extension opportunities and
exploration including marketing
RR1901A
program and its effect on parent
11
brand equity -of Garners
11 Consumer behavior towards
RR1901A
organized retail stores vs Mom &
12
Pop stores
12 Aircraft manufacturing is
dominated by two brands; Airbus
and Boeing. Evaluate the
positioning, target
markets, POP and Pods of both
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the brands and suggest how it can
13
be improved
13 Conduct a review of ITC's brand
portfolio. Study the salient
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features of ITc's branding
18
strategies.
14 Obesity is a major health risk
facing many countries. Develop a
marketing plan for marketing this
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idea and
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promoting a chain of health club.
15 In advertising services, a
company often must use symbols
to represent the offered product.
Identify three
Service organizations you seeing
outdoor, television or magazine
advertising. What symbols are
used to represent their services?
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What message do the symbols
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convey to potential customers?
16 Brand extension opportunities and
exploration including marketing
program and its effect on parent
RR1901B
brand
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equity -of Godrej
17 Brand extension opportunities and
exploration including marketing
RR1901B
program and its effect on parent
31
brand equity -of Ponds
18 Competitor analysis focusing on
Product feature matrix, assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1901B
strategies of competitor of- Coco-
34
Cola
19 Competitor analysis focusing on
Product feature matrix, assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1901B
strategies of competitor of-
37
Procter and Gamble
20 RR1901B Competitor analysis focusing on
50 Product feature matrix, assessing
 competitors current objectives and
strategies, differential advantage
analysis and predicting future
strategies of competitor of-
Vodafone
21 Brand extension opportunities and
exploration including marketing
program and its effect on parent
RR1902A
brand
05
equity -of Nivea
22 Prepare IMC program focusing on
challenges in designing Brand
building communication, Criteria
for IMC
program and evaluating various
communication options such as
advertising,promotion,sponsorshi
RR1902A
p,public relation, publicity and
06
personal selling for Lux soap
23 Prepare IMC program focusing on
challenges in designing Brand
building communication, Criteria
for IMC program and evaluation
various
communication options such
as advertising ,promotion, spo
sorship,public relation, publicity
RR1902A
And personal selling for Tata
08
Nano.
24 Prepare IMC program focusing on
challenges in designing Brand
building
communication, Criteria for IMC
program and evaluating various
communication options such as
advertising
,promotion,sponsorship,public
RR1902A
relation, publicity and personal
10
selling with for Amul Ice cream
25 RR1902A Do Category attractiveness
11 analysis(market ,category and
environmental analysis),
Customer analysis (
who,what,where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
 strategies )of a Nestle chocolates
26 Do Category attractiveness
analysis(market ,category and
environmental analysis),
Customer analysis (
Who ,what, where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1902A
strategies
13
)of a Dell laptop
27 Do Category attractiveness
analysis(market ,category and
environmental analysis),
Customer analysis (
who, what, where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies ,differential advantage
analysis and predicting future
RR1902A
strategies
14
)of a Luxury car
28 Do Category attractiveness
analysis(market ,category and
environmental analysis),
Customer analysis (
who, what, where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies ,differential advantage
analysis and predicting future
RR1902A
strategies
17
)of any air conditioner
29 Competitor analysis focusing on
Product feature matrix, assessing
competitors current objectives and
strategies, differential advantage
RR1902A
analysis and predicting future
19
strategies of competitor of- LG
30 RR1902A Competitor analysis focusing on
52 Product feature matrix, assessing
competitors current objectives and
strategies, differential advantage
 analysis and predicting future
strategies of competitor of- Maruti
Sazuki
31 Competitor analysis focusing on
Product feature matrix, assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1902A
strategies of competitor of-
53
Mercedeez
32 Do Category attractiveness
analysis(market ,category and
environmental analysis),
Customer analysis (
who, what ,where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1902B
strategies
25
)of a Consumer durable Co.
33 Pick A brand. Attempt to
identify its sources of brand
equity. Assess its level of
brand awareness and the
strength, favorability, and
RR1902B uniqueness of its
26
association.
34 Pick a brand from FMCG
Industry and gather all its
marketing communication
material. How effectively
has the brand mixed and
matched marketing
communication? Has it
capitalized on the strengths
of different media and
compensated for their
weaknesses at the same
time? How explicitly has it
RR1902B integrated its
28
communication program?
35 RR1902B Pick a brand from
32
 automobile industry and
gather all its marketing
communication material.
How effectively has the
brand mixed and matched
marketing communication?
Has it capitalized on the
strengths of different media
and compensated for their
weaknesses at the same
time? How explicitly has it
integrated its
communication program?
36 Pick a brand from
consumer durable Industry
and gather all its marketing
communication material.
How effectively has the
brand mixed and matched
marketing communication?
Has it capitalized on the
strengths of different media
and compensated for their
weaknesses at the same
RR1902B time? How explicitly has it
33 integrated its
communication program
37 Marketing Plan covering
components as Executive
summary, situation analysis
,marketing objectives, marketing
strategies, supporting marketing
programs relating to marketing
mix and summary and for Re-
RR1902B
launch
34
of – Bajaj scooter
38 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives, marketing
strategies, supporting marketing
programs relating to marketing
RR1902B
mix and summary and for launch
35
of – Mid segment car
39 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives, marketing
strategies, supporting marketing
programs relating to marketing
RR1902B
mix and summary and for launch
38
of LCD TV
40 Pick A brand from
consumer durable industry.
Attempt to identify its
sources of brand equity.
Assess its level of brand
awareness and the strength,
favorability, and
RR1902B uniqueness of its
43
association.
41 Pick A brand from FMCG
industry. Attempt to
identify its sources of brand
equity. Assess its level of
brand awareness and the
strength, favorability, and
RR1902B uniqueness of its
44
association.
42 Marketing Plan covering
components as Executive
summary, situation analysis,
marketing objectives ,marketing
strategies, supporting marketing
programs relating to marketing
RR1902B
mix and summary and for launch
46
of two wheeler.
43 Do Category attractiveness
analysis(market ,category and
environmental analysis),
Customer analysis (
Who ,what ,where and how
customers buy), and Competitor
analysis(Product feature matrix,
assessing
competitors current objectives and
strategies, differential advantage
analysis and predicting future
RR1902B
strategies
47
)of Macdonalds
44 Conduct a review of Maruti
Sazuki brand portfolio. Study the
RR1902B
salient features of Maruti Sazuki
49
branding strategies.

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Rajeev Gupta
Date: 14-09-2010 Sig. of Faculty
member

Remarks by HOD (Mandatory)

Sig. of HOD with date