UCP Business School

Marketing Management- Fall 2020

Project Weightage (20 %)
Course Facilitator: Agha Mahmood Ali Khan
The Project
The students have a choice to work on a brand in the category of FOOD/BEVERAGES,
PERSONAL Care or HOME Care. Further you can pick any of the two following options
A) The brand could be an addition to the existing portfolio of a company operating and
offering products to the market. You can also develop a variant for the existing
brand in product mix being offered to the market. You are not permitted to develop
a product beyond their scope of business.
B) The brand to be developed can be an existing one of a company BUT that is NOT
doing good or failing in the market.

Significance
The core benefit of the project is to enable student to work in a team and apply their
knowledge of marketing at strategic as well as tactical level. This will enhance their
marketing, entrepreneurial as well as analytical skills.

The Team
As the students have divided themselves in groups, each group will conduct regular sessions
to discuss the project and develop it as the semester progresses. The students are always
welcome to discuss the development of the project with the course instructor if they need
guidance in any matter. It is once again reminded that it’s a team effort and all members have
to take active part. All members will take part in the efforts to develop, write and present the
project.

The Project Presentation

All the member of the group will take part in the presentation and mutually consume a time
frame of 25 to 30 minutes. Presentations that will consume more time will be penalized by
negative marking. At the end of the presentation the group will have to take questions from
the course instructor and the class. All presentations will be assessed on following criteria
 Content.
 Clarity of Oral Presentation.
 Presence of team unity & cohesiveness.
 Creativity & Interest.
 All group members will receive the same marks for report but will be marked
individually for the presentation.
The Project Write-up
A project write-up has to be submitted with the presentation in form of a case study covering
important aspects in not more than 5000 words. A case study is all about answering what?
Why? & How? The write up shall be 1.5 lines spaced with a fonts of 16, 14 and 12 for
headings, subheadings and text respectively.

Marks Division
Write – up _______________________________________5 Marks (Collective)
Presentation Content _______________________________10 Marks (Collective)
Presentation & Q/A session __________________________ 5 Marks (Individual)

Components of the Project Presentation)

 Company’s Profile
o SBU’s
o Product Categories/ Lines
 Goals and Objectives
 Product Portfolio
 Goals and Objectives for the Product
 Segmentation (for product)
 Target Market
 Brand Positioning statement & slogan
o points of parity
o points of difference
 Consumer Behavior Analysis in Specific Industry
 Competitor’s Analysis
 New Product Planning and Development
 Brand Dynamics and Features
 Stock Keeping Units and Sizes
 SWOT Analysis
 Competitive Edge (USP)
 Pricing Decisions
 Placement/ Distribution Channels and Recommendations
 Packaging Decision
 Promotional Decisions and Strategies (a media plan, TVC, radio, BTL activities)

In the end it is once again reminded that it should be a team effort and copying from any
source or using unfair means will result in penalization by a lower grade. The group should
trust its abilities and come up with an effort for which you could be proud of and remember
in days to come. Relative marking mechanism is adopted to mark the projects.
*Presentations will be conducted in the 15th & 16th week of the semester. Good Luck!
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