Group project Report & Presentation

“Project on – Designing a Marketing Plan”
I. Project Brief
Each team needs to select any company and its brand in India. Students are required to follow below instructions: • Recommend appropriate one-year marketing plan of one brand of the chosen company.


Determine your assumption of marketing objectives, human resource objectives and financial objectives. Make sure that the marketing plan is suitable with the product’s target market.

II. Marketing plan guideline

1. Executive Summary (1 page)
2. Situation Analysis: Market Summary • Market Growth (1-2 pages) Explain market and segment growth over past periods and the forecast market and segment growth. Explain any factors affecting the market and segment growth. • Market Trends (1-2 pages) Explain the nature of market and segment trends that will affect the brand’s performance. • Market Needs (1 page) Analyze the target market’s current needs and explain how the brand can satisfy the needs. • Market Demographics (1-2 pages) Describe the brand’s current target market in terms of demographic, geographic, and behavior factors. SWOT Analysis (2-3 pages) • Strengths • Weaknesses • Opportunities • Threats Competition Analysis (Comparison tables, graphs, and charts are needed) (2-4 pages) • Describe direct and indirect competitors in terms of: o Target markets served o Product attributes o Pricing o Promotion o Distribution including the distributor network o Services offered Product Offering (2-3 pages) • Describe the company’s product for the following details: o Product Attributes o Pricing o Distribution o Promotion o Services Offered o Current product life cycle

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and labeling. category of product. direct marketing and event marketing – though not all may be used. and charts are required) (2-3 pages) Break-even analysis Sales Forecast Expense Forecast 2 . type of channels. Positioning (Comparison graph is needed) (1 page) Describe current market positioning of the brand. o Distribution: identify distribution plan for the product (s) in details including objective of the plan. identify your objective and details of your plan.) Specify promotional objectives and cost for each IMC tool planning to used. packaging. o Promotion: describe how the product will be promoted. branding strategy. If you have plan to change target market. competition. Marketing Strategies (1-2 pages) Explain your marketing strategy to accomplish the objectives as you set in details. o Include extra 3 Ps in case of Service Product 4. Timetables for promotion are important since certain types of promotions (Most information in this section can be shown in tables and graphs. Marketing Strategy Mission (1 page) Marketing Objectives (1 page) • Specify the marketing objectives for the coming year in terms of o market share o customers (number/percentage growth) o level of brand/company awareness o product trials Financial Objectives (1 page) • Specify the financial objectives for the coming year in terms of o Sales growth o by volume and growth percentage o by segments o Profitability growth o Ratios (use common financial ratios and other metrics associated with marketing in the industry) Target Market (1 page) Target market: identify current target market. public relations and personal selling. and economic situation. place. customer expectation. o Pricing: identify pricing strategy for the existing / new products. identify objectives and details of your plan.Keys to success (1 page) • Identify the important keys to success of the brand 3. sales promotion. price. Integrated marketing communication consists of six major areas – advertising. It should indicate factors influencing pricing strategy such as costs. Marketing Mix (3-4 pages) Explain in details regarding the suggested marketing mix (product. If you have plan to change market positioning. graphs. and promotion) to accomplish the objectives o Product: identify your plan related to existing products or new products by specifying features/attributes offered. Financials (Tables.

IV. the presentation does require all group members’ participation. The Project and Documents: Each group is required to strictly follow the following requirements: • • • • Do not exceed 50 pages (excluding Appendix section). Since the project is the group’s effort. Controls (1-2 pages) Implementation An implementation chart (on monthly basis) of your action plan must be prepared Contingency Planning ………………………………………………………………………………………………………………… Format and content consideration 1. Meet the submission deadlines regardless of reasons. T & D. Compensation Plans) 6. Human Resource (Recruitment & Selection of Sales Force. The additional pages will be automatically disregarded. graphs. Students are required to form a group of 6 (more members in the group are not acceptable). Project Presentation: All teams are required to be prepared at the time of presentation the date and time will be announced in advance by the faculty. References To avoid plagiarism.75”. gutter of 0. III.5 line spacing. The team assignment is to formulate one-year comprehensive marketing plan covering period of 2011 –2013. and pictures can be placed under appendices to avoid providing too much information in the main part of the marketing plan. all sources of information need to be properly cited in this part. Appendices Support information. Mark Allocations This group semester project is going to be a part of your internal marks in the semester performance. 1. Provide citations when secondary information or data are used. Caution should be made to check the spelling and grammar of your report as marks are reserved for it. left and right margins of 1” (ensuring space on the left margin for binding).5. Failure to be present and 3 . The specific mark allocations are stated below: Particulars Project Paper (Written Report) Research Design & Data Collection Presentation Peer Member Evaluation Peer Group Evaluation Total Marks 30 20 30 10 10 100 marks VI. 2. Use only “Arial” style with the font size #12. Team’s Responsibilities • • • V. They can be classified into different appendices according to their relevance or type of the information. Failure to cite the source of information will result in 1% deduction from total project scores.

will result in the team members’ presentation marks be deducted to “0”.participate in the presentation regardless of reasons. Each team is required to use “PowerPoint” software in their presentation and to finish the presentation within 20 minutes time followed by 10 minutes Q & A. Marketing Management HOD (Marketing) & Associate Professor (Marketing & Strategy) prof. Vikram Parekh Faculty. The sequence of group project presentations would be arranged only at the time of presentation date via chit system Prof.com +91 88988 01234 4 .vikramparekh@gmail.

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