Term Project:

The term project entails marketing audit of a brand operating in Pakistan. The final submission of this
work will be made in the form of a documentary (on a CD). The project is divided into phases and there
will be regular uptakes taken from students in order to monitor progress. The phases are described
below:

Module # 1

You are expected to form groups and choose a leader. Select a company that is actively
marketing a brand in your environment. This can be an MNC or a local company.
Submit a document with basic details as follows:
1. Name of the brand, the company and your contact person.
2. Basic information about the brand using secondary sources such as company website,
online marketing websites and marketing periodicals. Information can include the
following:
a. History of the brand
b. Current market performance
3. Justification of why you want to study this brand.

Module # 2

Undertake a detailed research using secondary sources. Submit a simple document including the
following points:

1. Company’s philosophy: mission, vision, objectives, etc. (Use the company website and
the annual reports of at least two years).
2. Position of the brand in the market. Using secondary resources discuss brand and market
dynamics such as target customers, value proposition, product life cycle, competitors,
performance, etc.
3. Position of the brand in the company’s portfolio of products and brands. This requires a
discussion of company’s product lines. (Use the company website and marketing
periodicals available in the library).

Module # 3

Conduct interview(s) with the brand manager and submit a simple document highlighting the
following points:
1. Pricing strategy of the brand and the factors impacting the pricing strategy.
2. Distribution strategy of the brand. Identify the brand’s go-to-market strategy. Explain the
role of the distributor and the coordination between the brand’s sales team and
distribution agency (your retail audit will be useful at this point).
3. Promotional strategy of the brand. Detailed study of the different promotional tools and
media used by the brand to connect with its Target Group (TG).
a. Study in detail the promotional mix used by the brand highlighting the most used
tools.
b. Carefully study the positioning of the brand and how it is translated into a
communication strategy and objective.
c. How is this brand message adapted for communication across various
promotional media?
d. Conduct a consumer survey with 20-30 respondents to analyse how the brand
message is received and interpreted.
4. Competitive landscape within which your brand is placed. Use perceptual mapping to
locate significant competitors and your brand. Explain the positioning.

All module submissions to be made on LMS by the group leader. Please refer to the course
outline for deadlines of different modules.

The final output of this semester long project will be:

1. A summarized and impactful 20 minute long class presentation. This presentation
will be made by the group and can include powerpoint slides and/or video. Presentations
will be scheduled in the final week of the semester. These presentations must also be
uploaded on LMS.
2. A video of the brand’s marketing audit. This should capture your work across different
modules. The video must follow the format of a documentary and must include shots
from your retail audit, consumer survey, brand’s online presence, brand manager’s
interview and so on. There should be a voiceover to connect the visuals and present the
brand’s story in the video. These CDs must be submitted in class on December 5th/6th,
2018.