Term Project:

The term project entails marketing audit of a brand operating in Pakistan. The final submission of this
work will be made in the form of a documentary (on a CD). The project is divided into phases and there
will be regular written submission for each module. Please read the description below:

Module # 1

You are expected to form groups and choose a leader. Select a company that is actively
marketing a brand in your environment. This can be an MNC or a local company.
Submit a document with basic details as follows:
1. Name of the brand, the company and your contact person.
2. Basic information about the brand using secondary sources such as company website,
online marketing websites and marketing periodicals. Information can include the
following:
a. History of the brand
b. Current market performance
3. Justification of why you want to study this brand.

Module # 2

Undertake a detailed research using secondary sources. Submit a simple document including the
following points:

1. Company’s philosophy: mission, vision, objectives, etc. (Use the company website and
the annual reports of at least two years).
2. Position of the brand in the market. Using secondary resources discuss brand and market
dynamics such as target customers, value proposition, product life cycle, competitors,
performance, etc.

Product Life Cycle:

The life cycle of a product can be broadly categorized into five stages:

Experimentation and Development:

In this initial stage, the product represents a technical innovation that has undergone market
assessment and experimentation.

Commercialization:
The second stage involves the introduction of the product to the marketplace. Many products
may not survive this phase, prompting the development of customer-oriented strategies to reduce
failure rates.

Growth:
Stage III marks a period of growth where product demand rises, and the overall market size
expands. Shortages may occur, fostering product differentiation as competitors enter the scene.
Brand preferences start to emerge.

Maturity:
Moving to Stage IV, the product reaches maturity. Demand stabilizes, and the market becomes
saturated. Sales growth aligns with population growth. This stage often witnesses intense efforts
to maintain brand preference, including fine-tuned product differentiation, numerous claims,
aggressive promotions, extensive distribution, sophisticated advertising, innovative packaging, a
focus on customer service, and occasional price reductions. The maturity stage can vary in
duration, ranging from brief periods to many years.

Decline: (“General Tyre Final | PDF | Tire | Marketing”)

“General Tyre & Rubber Company of Pakistan Limited - An Academic Study.” Ravi Magazine,

8 July 2015, https://www.ravimagazine.com/general-tyre-rubber-company-of-pakistan-

limited-an-academic-study/.

“General Tyre Final | PDF | Tire | Marketing.” Scribd,

https://www.scribd.com/document/405999810/General-Tyre-Final. Accessed 25 Nov.

2023.

The final stage, Stage V, signifies a decline in the product's appeal. Overcapacity becomes an
issue, leading to plant closures, and prices starting to deteriorate. The product experiences a
diminishing presence in the market.

To the discerning young population that owns automobiles and are seeking high-performance tyres
for a safe and thrilling driving experience, GTR Tyres is the brand that seamlessly blends German
technology with Japanese and European testing standards. Their commitment to satisfaction is
evident in their nationwide network of over 190 authorized dealers, ensuring a reliable presence and
 robust customer support across the country. With a dynamic rebranding strategy tailored for the
youth, GTR Tyres stands out as a purpose-led choice, epitomizing quality, safety, and style. Through
their 360º integrated marketing campaign, they not only reshape brand perception but also
communicate their brand's purpose effectively, creating a connection with the next generation of
driving enthusiasts. Engage with GTR Tyres, where performance meets passion, and experience a
‘driving journey like never before’.

To performance-driven young automobile owners seeking reliable and stylish tyres, GTR Tyres is the
dynamic brand that seamlessly integrates German technology, ensuring a superior driving experience
that stands out in both quality and style.

3. Position of the brand in the company’s portfolio of products and brands. This requires a
discussion of company’s product lines. (Use the company website and marketing
periodicals available in the library).

Module # 3

Conduct interview(s) with the brand manager and submit a simple document highlighting the
following points:

1. Pricing strategy of the brand and the factors impacting the pricing strategy.
2. Distribution strategy of the brand. Identify the brand’s go-to-market strategy. Explain the
role of the distributor and the coordination between the brand’s sales team and
distribution agency (your retail audit will be useful at this point).
3. Promotional strategy of the brand. Detailed study of the different promotional tools and
media used by the brand to connect with its Target Group (TG).
a. Study in detail the promotional mix used by the brand highlighting the most used
tools.

Talk about Peshawar zalmi

Advertising – No tv ads, sponsorship of Peshawar zalmi

Sales Promotion – after their rebranding they have focused
Public Relations – Automanika conferences – dubai, turkey, Germany etc
Digital Marketing – FB activism
 b. Carefully study the positioning of the brand and how it is translated into a
communication strategy and objective.

c. How is this brand message adapted for communication across various

promotional media?

Billboards -

d. Conduct a consumer survey with 20-30 respondents to analyze how the brand
message is received and interpreted.

4. Competitive landscape within which your brand is placed. Use perceptual mapping to
locate significant competitors and your brand. Explain the positioning.

All module submissions to be made on LMS by the group leader. Please refer to the course
outline for deadlines of different modules.

The final output of this semester long project will be:

1. A summarized and impactful 20-minute-long class presentation. This presentation
will be made by the group and can include PowerPoint slides and/or video. Presentations
will be scheduled in the final week of the semester. These presentations must also be
uploaded on LMS.
2. A video of the brand’s marketing audit. This should capture your work across different
modules. The video must follow the format of a documentary and must include shots
from your retail audit, consumer survey, brand’s online presence, brand manager’s
interview and so on. There should be a voiceover to connect the visuals and present the
brand’s story in the video.
(“General Tyre & Rubber Company of Pakistan Limited - An Academic Study”)