Project Guidelines – PGDM-FT MM-I – Aug-Oct 2022

As an extension of the consumer behavior exercise, PFB the detailed guidelines of the project.

The core objective of this group-based project is to conduct a holistic investigation about the
marketing plans, strategies, and tactics of an old or new brand in the allocated product category
and industry. Specifically, each team should study, analyze, and report the following aspects
of the chosen company as a brand marketer.

1. Provide a Brief Background of the Product, Brand, and Company

2. Conduct an Environment Analysis – 5Cs &/ SWOT &/ PESTLE &/ Competitor (leader,
follower, new entrant) Analysis (Present and Future)
3. Conduct a Market Research (if required) through Qualitative (discussions or in-depth
interviews) &/ Quantitative (secondary data or surveys) Methodology
4. Develop Goals & Strategies – Core Competency, Value Chain, Growth Opportunities
5. Study the Consumer Behavior – B2C/B2B Decision Making Process & Factors
6. Study &/ Suggest Marketing Tactics or Product Mix – B2C/B2B STP (PODs + POPs)
& 1P (Product + Packaging (if goods) + PLC + NPD (if applicable))

Besides, you may create and use any of your own original framework or model for this project.
Any such effort and input is highly appreciable and shall be suitably rewarded.

Please note that you are free to use any and every diverse and credible source of information
like news articles, blogs, and internet to conduct a comprehensive study. Also, amidst the vast
scope of research, try to remain focused on the key business objectives and information only.
The project submission and presentation carry 20% and 10% weightage, respectively. The final
report (Word or PDF, upto 30 pages all-inclusive, < 10% plagiarism) should be duly submitted
on or before 17th October 2022, 11:59 pm. Every group should also present their report (PPT)
in the last two sessions on 18th and 20th October 2022 at 11 am. And none of the deadlines are
extendable under normal circumstances. Any late submission will attract a penalty of a grade
drop. Also, an unoriginal or plagiarized report will attract an F grade in this 30% component.

Wish you All the Best!

Dr. Deepa Halder, Assistant Professor (Marketing), IMT GZB, dhalder@imt.edu