Product and Brand Management Term Paper

PGCBM 19

Dr. Sanjay Patro

This is an individual assignment. You need to work towards developing a case study on one company or a brand that should bring out different aspects of product and brand management. For such aspects of Product and Brand management ,please take a look at the course outline which is uploaded in AIS. 1. The firm can be from FMCG, Durable, IT and ITES, Services Firms and any other. It will be good to take a company or brand where you have few years of work experience .You can study the real dynamics of product , brand mgmt and all aspects of marketing. Or else you can choose a company/brand and its strategy that always fascinated you. 2. While you can start with the history of the firm and its evolution, large part of the focus has to be on the initiatives taken in the last 2-3 years to tackle competition and managing growth. New product introduction, product line management, brand building, ground level brand building efforts, pricing strategies and etc are some of the issues you can study. The paper should be about 15-20 pages. The other relevant data/information, advertisements have to be put in the appendixes. 3. Template for Term Paper Outline a. Name of the Participant(student ): b. Current Organisation: c. No. of Years of Experience : d. Name of the Term Paper- Firm/Brand and the Topic e. The specific aspects that you want to study or the focus of the study f. The approach to be used for doing the study: You can interview few of the concerned mangers /personnel,channel members and customers for a realistic understanding of the issues. Uploading of Components of Project: Component Weightage (Marks) Date of Submission Designation

1. Project Outline 2. Final Report

5 30

31-07-11 15-07-11

Please upload the soft copy at AIS. If you have any problem you can get in touch with, Ms. Deepa Verma ,Academic Associate at deepa@xlri.ac.in . You need to upload on or before 05.00 pm of the due date. Late submission will lead to a
loss of 5%. After 10 days of the due date, it wont be accepted.