Marketing Course Project

Guidelines
Objectives:
 To provide an opportunity to apply the learning gained in different sessions of the
course.
 To understand the elements of a marketing plan

Project

1. Select a brand from consumer goods, FMCG/ durables sector. You may select around which
there is adequate secondary information publicly.

2. Do a situation analysis (5C’s) of the brand – identify the factors that offers growth
opportunities or pose challenges to attaining the brand sales/ profitability targets

3. Describe the current marketing strategy and marketing program of the brand chosen
for the year 2018-2019.

4. Critically analyse the marketing strategy and marketing program of the brand comparing
to competing brands.

5. Offer your suggestions to be incorporated in the marketing plan for 2020 -21.

Participants are expected to collect as much relevant information as possible to analyze the current
situation to propose the plan. In case of non-availability of certain information, logical assumptions
would be accepted. The proposed plan should provide brief justification/ rationale of the suggested
action/ strategy wherever possible.

The document cover page must specify the brand; product category and company name along with
names and roll no. Evaluation would be based on (i) coverage of the different elements of the plan
(ii) quality and depth of data collection and analysis from relevant sources (iii) Usefulness and (iv)
understanding of concepts learned demonstrated in the project.
You may submit the project with the following chapters; around 10 pages, Times Roman- 11 Font
size.

1. Situation Analysis
 Use Table 1
 Include a one page explanation highlighting the key situational factors that could have
significant impact on demand and supply side factors and the marketing plan.

2. Understanding Brand history and Inferring Marketing Plan 2019-2020

 Include a one page write up on brand history and infer previous years marketing plan
from available secondary sources
 You may use Euromonitor and Market Line databases in IIMK e- library – e
resources/databases section http://intranet.iimk.ac.in/libintra/databases.php

3. Compare and Contrast Marketing Plan of two closely Competing Brands

 Use Table II .
 Include two page write up comparing Marketing Plan of selected brand with two closely
competing brands

4. Suggestions for marketing plan 2020-21

Ensure that the suggestions are well supported with data/evidence.
Table I: Situation Analysis

Identify key factors -that

may affect the demand and
Comment- on how these factors may impact the
Analysis of: supply of the selected brand
demand/ supply as well as the extent of impact.
in 2019-20 compared to the
previous year

Company

Customers

Competition

Collaborators

Context/Macro
Environment

Table II: Comparing marketing plan of the selected brand with competition
 Selected Brand: Competing Competing
Elements of Marketing Plan Your Comments
____ ______ Brand 1 Brand 2

Brand performance and

Position in the market
(Compare Sales, market
share (category /segment),
growth over years),
profitability)

Key opportunities and

challenges for the brand
(outcome of situation
analysis)

Business Strategy and

Marketing Objectives- 2015-
16

Current Marketing Strategy

Target Segment(s)
( share of brand in different
targeted consumer segments)

Positioning Statement
Marketing Program
Product & brand Management
(analyse product mix;
product/brand extension
decisions in the past)
Promotions: promotion mix,
spends (analyse successful
/not so successful campaigns
for insights)

Place: Channel share

Pricing Strategy
(brand extension, variants and
pricing)
Future prospects of the brand
(Growth potential- High,
Medium, Low- Why?)
&efforts required in attaining
business objectives