Project for Category Management and private label for PGDM RM 2021-23

Company: Has been shared with the class on WhatsApp.

Objectives: (a) To do the customer survey for common private labels vis a vis the manufacturer
brands (take 3-4 examples each of different categories/sub-categories) on the following specified
parameters:

(i) Pricing of private label brand vs National brands

(ii) Brand perception from customers (i.e.) the reason for choosing the private label category/brand
over a recognized National brand/s in that category (sample size 50 only). You can design your
questionnaire.

(b) Comparison of private label of the given company with one competitor private label. Do it for as
many categories/subcategories are present in the store. Students can decide their parameters for
comparison.

(c) One excel table to have a list of all private label brands with different variants of the company,
one table to have important National brands sold along with SHU level details.

(d) Lots of pictures, audio(for an interview done in the store), video, etc. showing the national and
private label display in the store along with the fitments/fixtures, end caps, etc.

*Note: Google map location and time stamped picture of the group with all the members in the
store is a must. Anyone not there in the picture gets a zero for non-participation in the project.

Evaluation process: Group presentation (ppt) for 15 mins followed by 10 mins of questions. Any
person in the group may be asked to present.

Marks: 20 (10 for quality for the group presentation + 10 marks for individual ability to answer
questions)

Evaluation parameters: (a) Facts and figures in the presentation (all sources to be mentioned and
referenced, the data source has to be primary majorly, few can be secondary, all persons spoken to
with the contact details have to be mentioned ), (b) Ability to logically answer the questions put and
give a convincing answer

Submission deadline: 2359 hrs on 30th Aug 2022. One person from each group can share as a google
drive to me on my email id.( mk.pant@bimtech.ac.in)

Presentation: Offline for all students will start from 1 st Sep 2022 onwards. Details shall be shared
by mail.