Assessment 02 Brand Management:-

Design Brand Business Plan-

It will be a group project and there will be presentation on it. Group will be of maximum 05 members.
Groups will be same as per first assessment. Students have to select a category to enter in for a
business (Goods or Services) and design a brand business plan for the same as per below guidelines.
Students are supposed to give power point presentation of project.

Timelines:-

Date of Allocation:- 27/10/2020

Date of Submission/Presentation:- Starting From 03/11/2020

Project Details:-

1. Problem-
a. Define the problem and state the challenges in front of a company. (be specific)
b. What is need in the market?
c. State, how significant or prevalent the problem may be
d. If appropriate, suggest why now it is the right time for a solution
e. Provide a “problem” scenario that provides a basis for your company’s product or service

2. Solution -
f. Clearly and briefly describe the company’s product and service that will address the problem
g. Provide brief list of features of product and services
h. Design the value proposition for the customer (How well will the product and service will
solve the problem)? (be specific & see Annexure 01,Brain storming needed)
i. Describe “barriers to entry “in new form of business model, if any.

3. Market & Customers (Competitive Landscape) - (*be specific, Data mining is expected,
use tables if required)
 j. What market segment (s) are served by the company and calculate the size, growth and
trends?
k. Calculate the company’s potential in the market?
l. Estimate expected Revenue Growth in graphic or tabular form
m. Present Market share projections
n. Calculate and State company’s current and potential customers
o. Design buyer persona-Profile of the optimal customer – Demographics & Psychographics
p. Analyze the direct (competing product or service) and indirect competition (alternative
solution) for your company and its product or service.
q. Analyze specific strengths, weaknesses, and opportunities related to competition.
r. Analyze how your product and service differentiates itself from the competition? [very
important]
s. Competitive Advantage
t. What is the company’s competitive advantage?
u. Why will customers buy your product or service over the competition?
v. Show a competitive matrix to illustrate differentiation (See Annexure 02)

4. Business and Revenue Models-

a. Present the Marketing Plan (Go-T0 Market Strategy) (if appropriate)

1. Develop the pricing model? Gross margin?
2. Design strategy to access customers? (Including advert. and promo.-in short. Brief
will be discussed in Project Part 02)
3. How will your product or service be distributed?
4. Calculate. How much customers support will be needed?
b. Provide 3-5 year financial projections for the company along with business and revenue
model (How will the company generate revenue for its product or service?)
1. Include financial projections to show year-to-year growth-Income Statement
Summary Eg:-

Year 01 Year 02 Year 03 Year 04

Revenue
 COGS
Gross Profit
Advertisemen
t and
Promotion
Net Income

Annexure:-

1. Value Proposition Format:-

Value Proposition of -……………..
Value =Benefits Offered
To whom it is offered
Functional Benefit
…………………
……………………

…………………………
Psychological Differentiation
Benefit …………………..
……………………… Economic Benefit
…………………..
Social Benefit

2. Competitive Matrix Format:-Eg.

Product /Services My Competitor Competitor Competitor Competitor
Offered Company 01 02 03 04
Product 1 * * *
 Product 2 * *

Product 3 * * * *

Product 4 * *

Product 5 * * *

3. Positioning Format:-

Laddering Process
Triangle Method

Point of Parity
Brand ………………………
Essence …………………

Emotional
Benefits ………………………..

Physical
Benefits ………………………… Points of Difference

……………. ……………………
Product
Features ………………………… ……………………

…………….

Positioning Statement:- Format:-

To (Target segments & need) our (brand) is (concept) that (point of difference)

……………………………………………………………………………………………………………………………
………………………