Advanced Marketing Management

Assignment C3
Marketing Plan
Section I
Total Marks – 15

Introduction
Your team works as marketing consultants to business. You help companies create and implement marketing
plans to grow your clients business.

Goal
Create a marketing plan for a product for an company.
 The objective is to apply creativity and innovation to an existing business in product development.
 Creating a marketing plan to sell the product idea developed

Process
1. Teams of 5 members to be made
2. Choose any company of your liking and submit the Team-Company detail document to me.
a. Team Name – Create a name and logo for your company
b. The Company Name
c. Product-Market Matrix
d. Your Product Offering Idea
i. A new product in the current portfolio
ii. Relaunch of an old product
3. Prepare a Marketing Plan document as per the outline given below and submit the document
4. Prepare and present the Marketing Plan as a PowerPoint presentation

Submission
1. The Team-Company Document to be submitted by 20th Dec 2021 via email
2. The marketing plan to be submitted as a spiral bound document physically 2nd January 2022
3. A PDF version uploaded on the LMS for review and evaluation by 2nd January 2022
4. The document should be crisp and not exceed 5000 words.
5. Prepare a PPT for the same for presentation W/C 3rd January 2022
6. A copy of the presentation to be sent to me before the presentation
7. Total presentation time – 15 minutes and Each member should present

Evaluation
 Evaluation will be done on two levels – individual and group
 10 marks for Group Presentation and 5 marks for Individual
Group Individual
1. Coverage of the various aspects 1. Communication
2. Depth of information presented 2. Preparation
3. Integration of the various factors 3. Understanding of material
4. Teams input and interpretation 4. Body language
5. Creativity / Innovation in presentation 5. Handling of Q&A

Note:
 Select an interesting and new company
 You can also select a business that you know or a business idea that you want to develop
 Distribute the Situation Analysis part
 Work as team to discuss ideas and strategies

1
 MARKETING PLAN OUTLINE

1. Executive Summary
i. A 1-2 page document capturing the essentials of the full marketing plan
ii. Write this once the full marketing plan is complete

2. Marketing Situation
i. Market Description
ii. Product Review
iii. Competition
iv. Distribution

3. SWOT Analysis
i. Positives and Negatives
ii. Sustainable competitive Advantage

4. Product Idea and Description

5. STP and Marketing Mix

i. Segmentation
ii. Target Market
iii. Positioning

6. Objectives and issues

i. Market Share
ii. Volume & Value

7. Marketing strategy
i. Objectives
1. Attract new users
2. Drive usage
3. Expand usage
4. Premiumisation
ii. Strategies
1. Product
2. Price
3. Placement
4. Promotion
iii. Tactics
8. Action programs
9. Budgets
10. Controls

Sources that you can look for information:

1. Company’s annual report
2. Media articles – Economic Times, Mint
3. Business Magazines
4. One-on-one interviews
5. Marketing Textbook – Appendix 1
6. Marketing Plan Lecture Slides

2
PRODUCT IDEA GENERATION

MARKETING PLAN SUMMARY

3
PRODUCT/MARKET MIX MATRIX

PRODUCT IDEAS FOR RELAUNCH

1. Tata Nano
2. Liril
3. Little Heart
4. Meru Cabs
5. Suzuki Kizashi
6. Maruti A-star
7. Bisleri Pop

TEAM-COMPANY DETAIL DOCUMENT

1. Team Name
2. Team members
a. Name
b. Enrolment No
c. Email ID
d. Phone Number
3. Select a Team Lead
4. Company/Product Idea
5. Background to the Idea