Project for Principles of Marketing

Shama Razi
Chapter 2 1. What is the history of your company? Divide work among each Date 26Oct to 2nd
Company and 2. What is the mission statement of your company and what is its orientation? equally Nov
Marketing Strategy 3. What is your company’s business portfolio? Make a full product mix.
Chapter 2 cont. 4. How does rejbg. market growth for that category and market share for the
Analyse the current brands
Business portfolio.
Chapter 3 5. Describe the macro and microenvironment your company is facing.
Analysing the 6. Cerfjf 2 and 3)
marketing
environment
Managing Marketing 7. Each group member will now begin work on the brand by conducting an THIS IS INDIVIDUALLY This part will be
info to gain in-depth VIDEO interview with a family member (who represents the DONE completed
consumer insights. target market for the bradfmv mfdv 5. individually and
Chapter 5 8. Based on the interview, understand a) the characteristics affecting graded
Consumer Markets consumer behaviour. Look at Figure 5.2. b) Types of Buying Decision individually.
and Consumer behaviour and the buyer decision process Look at Figure 5.5 and 5.6 Date:3rd Nov –
buying Behaviour 13th Nov
Chapter 7 9. Discuss the major bases for segmenting used for your brand by the This will be done
Segmenting, company. What is the target market (psychographics and demographics)? group wise and
Targeting and How is the company positioning the brand? Write the positioning statement emailed to TA.
Positioning. for your brand. What overall positioning strategy did the brand use? Look Power point
at Figure 7.4. slides.
Chapter 8 10. What type ofrmfg rm Look at Figure 8.5 and Figure 8.6
Product services and
Brands
Chapter 9 11. Collect fjg Date: 16th Nov –
Product life cycle 12. Identify stage of life cycle for the category and then for your brand. 25th Nov

Chapter 10 and 11 13. What major pricing strategy did the brand follow? Look at Figure 10.1 and
Pricing then Table 11.1 and 11.2
Chapter 12 and 13 14. What channels of distribution has the brand adopted? Look at Figure 12.2
Distribution and Table 13.1 Date:27th Nov-5th
Chapter 14 and 15 15. Analyse the latest advertisements. Choose at least two. Dec
Promotion/IMC
16. As a group, what would you recommend rfn , distribution strategy and IMC decisions. All members
PROJECT WEIGHTAGE : 25%
THE ENTIRE PROJECT (ALL DATA IN THIS DOCUMENT) WILL BE PRESENTED on lec # 27, 28&29. All
students will present their work. Every group will be given 10-12 min to present along with 5-10 min viva.
Group leader will distribute the project work to other members and inform us through email which member is
responsible for what task. It is the duty of the group leader to make sure that all members will work otherwise the whole
group will suffer because of the irresponsible member.
In-case you think anyone of the group member is not cooperating and not working then you can inform us till 31st Oct
and that person will work individually.
Complaints about the group members receiving after 31st Oct will not be entertained.
All groups will email their slides (PowerPoint) to their TAs on lec # 26.
Presentation Schedule will be emailed to all groups on Lec # 24.
Plagiarism equals and above 15% will be resulted in zero marks.

Good luck!

FOR QUESTIONS & QUERIES CONTACT TA or email at mktabcd20@gmail.com