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INDIAN INSTITUTE OF MANAGEMENT LUCKNOW

PGP: 26
Course: MARKETING MANAGEMENT-II
Pre-Mid Component of Project
PLEASE NOTE:
1. This assignment builds on your understanding resulted through the Marketing-I core
course. The specific objective of this assignment is to help the student understand the
processes of value delivery and value communication in marketing.
2. The weightage for this pre-midterm assignment in the overall assessment is 10 %.
3. This is a group assignment.
4. Each student-team is expected to choose a specific product / service of their liking,
existing at present in the product mix of a company, operating now in India.
5. Suggested maximum length of the submission (in MS Word, Times Roman font,
1.5 line spacing) is 15 pages.
6. The dateline for the submission is Friday, the 4th February 2011.

THE ASSIGNED TASK:


Part-A:
For the product / service and the company chosen by your team, prepare a comprehensive report
on ‘Sales & Distribution’. Make sure that your report carries the following three elements:
1. A brief account on the existing marketing channel strategies resorted to by your
company for marketing the chosen product / service. You may comment on the
fitness of these strategies. What improvements, if any, do you recommend to the
company?
2. A brief account on the existing physical distribution cum logistics strategies, if any,
resorted to by your company for marketing the chosen product / service. You may
comment on the fitness of these strategies. What improvements, if any, do you
recommend to the company?
3. Comment on the sales force design carried out by your company for marketing the
chosen product / service. You may comment on the fitness of these strategies. What
improvements, if any, do you recommend to the company?

Part-B:
For the product / service chosen by your team, prepare a comprehensive report on ‘Marketing
Communications’. Make sure that your report carries the following three elements:
1. A brief account on the existing marketing communications objectives set by your
company for the already chosen product / service. You may comment on the fitness
of these objectives. What improvements, if any, do you recommend to the company?
2. A brief account on the existing ‘message decision’ resorted to by the company for the
marketing communications of your chosen product / service. What improvements, if
any, do you recommend to the company on the ‘message decision’?
3. A brief account on the existing ‘media decision’ resorted to by the company for the
marketing communications of your chosen product / service. What improvements, if
any, do you recommend to the company on the ‘media decision’?
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