Final group-work (20 marks)

1. The group work is divided into two, a presentation and a written report. The
presentation will be done in the 19th and 20th session. This presentation is worth 15
marks and the written report (05 marks) needs to be shared one day before the
presentation with the presentation slides. The report needs to show your analysis and
provide a deeper insight into your presentation. The students need to provide a list of
references in the end of the report and provide insights into how secondary research
was conducted.

2. The objective of this group project is to evaluate how firms have created brands based
upon conducting an in-depth 5’C’ framework. The group will have to conduct
secondary research to understand the approach the firm (the group will have to pick a
firm in the industry mentioned below) by utilising annual reports, youtube videos,
research papers, white papers, blogs, articles, McKinsey reports, Statista, Frost &
Sullivan reports, quora and various other such platforms to gather insights into
understanding how firms are enticing the consumers to purchase the brand and
products (key value propositions/unmet need of customers).

3. As part of your assignment, analyse that how chosen brand is positioning itself based
on their target segment and how consumer decision making process for that particular
brand takes place. Also analyse that the chosen brand is market leader or follower or
challenger or niche and how it is maintaining that position. You can also add if
applicable that how Covid-19 has changed the overall scenario of new customer
behaviour and how company has taken new measures to meet those demands. In
addition, if needed the groups can conduct primary research (but please all the
qualitative interviews should NOT be conducted in person during the pandemic times)
to understand how firms’ influence consumers’ decision making process based upon
the consumers’ cultural, social and personal (basically consumer psychology).

4. The group will be evaluated on two parameters, one, gathering data and creating
useful powerful insights and two, implementing these insights into the above-
mentioned framework. Please remember you are not asked to recommend any
marketing strategy or 4Ps. Please stick to the task in hand.

5. The groups are expected to state the brand names for the group before session
number eight.
 6. Each group will submit the report in Word document (Times New Roman, 12 font, 1.5
line spacing and both side aligned). The cover page of the report will contain the
project title along with the logo of the selected brand. The report can contain
innovative graphics and pictorial presentations of the brand.

7. Each group will mail the soft copy of Word document final report to instructor’s e-
mail id within five days of your last teaching session of NMIMS, and the PPT has to
be submitted the day before your presentation. The word limit of the report would be
3000. Extra materials, not relevant to main body of report, should be provided in
exhibits.

8. The final presentation will have to be done using PowerPoint (and not using word
doc). Instructor will provide 15 minutes’ slot for each groups to present.

Note: If more than 10% plagiarism is detected in any report, the whole team would get
zero.

Group Number Industry Firm/Company

1 Cream biscuit category in FMCG
industry
2 SUV category in Automobile industry
3 Night cream category in Skin care
industry
4 Life insurance category in insurance
industry
5 Packed juice category in F&B/FMCG
industry
6 Liquid hand wash category in FMCG
industry
7 Smart watch category in FMCD
industry
8 Running shoes category in Apparel
industry
9 Candy Bars category in Confectionery
 industry
10 Snack food/ packed chips category in
F&B industry
11 Mobile and laptop
12 Home Appliances