4P’s Project

Guidelines
1. Each group to have only 4 members.
2. Each member works on one element of Marketing mix
3. You can choose any company/brand of your choice. Ensure each group in the class does
work on a different company/brand.
4. Evaluation is for 10 marks. You can choose to give it as team project or individual
project.
5. Submission is in two forms
a. Presentation
b. Project report
c. I might consider an individual viva if I am not happy with presentations.
6. Evaluation is on overall performance, not divisible component into presentation and
project.
7. Details of the project:
a. For the brand/company that you choose you layout entire marketing mix.
b. Product
i. Where it stands in product hierarchy? Why?
ii. Where it stands in product classification? Why?
iii. Chart out entire product mix/assortment even if you are working on a
brand for the project. (e.g. even if you are working on iphone you need to
lay down entire product mix structure of apple). Define product mix in
terms of length, depth, width and consistency (measure in numbers)
iv. Any product related recent management decisions?
v. Package and labeling of the product – related issues
vi. Guarantees and warrantees if any.
c. Price
i. What is the price of the products under study?
ii. What is pricing objective of the brand/company as per you? Justify.
iii. How do they price? Discuss the pricing method they adopted.
iv. What are the reference prices for the product under study?
v. Your understanding on price – quality relationship, price endings for the
product under study.
vi. Discuss price sensitivity and price elasticity of demand for the product
under study?
 vii. Any observations on the price adaptation of the product under study?
viii. Recent developments from the company in terms of price if any.
d. Place
i. Does the channel follow a pull strategy or push strategy? How you
determine?
ii. What are all the channel options product under study is available?
Reasons for the selection of such channels.
iii. Draw channel flow for the product under study.
iv. Which type of distribution is used by the product under study? Why? Do
you find the strategy right?
v. How about their wholesale and retail partners? Who are they? How are
they compensated?
vi. What are all the functions channel partners perform for the product
under study?
vii. Are there any channel management issues company faced in recent
times?
viii. How digital world is becoming a boon or a bane to the channel partners?
Discuss in detail.
e. Promotion
i. Identify and list of all the marketing communication activities that you
observed for the product under study (provide all the relevant annexures
and links)
ii. What are all the elements of communication mix this company uses? List
all of them with relevant examples.
1. Advertising
2. Sales promotion
3. Public relations and publicity
4. Direct and database marketing
5. Sales force (Personal Selling)
6. Events and experiences
7. Online and social media marketing
8. Mobile marketing
iii. Select any one campaign of their and explain it in terms of suitable
response hierarchy models.
iv. Select a popular communication campaign of the product under study
and identify its target audience, communication objectives, message
strategy, creative strategy and message source. Give your commentary
on the same.
 v. Discuss the method of communication budget the company uses in
detail.
vi. Furnish some facts on reach, frequency and impact of the media that
product under study uses and detail on how do they select media?
f. Culmination of all the elements
i. Design a product, price it, create channel strategy and promotion
strategy for the same. Each of you can work on your element of ‘P’ and
combine it at the end.