Marks Deadline

30
Group Project Brief 1October 31
• Choose any one of the categories mentioned below
• Analyse the main brands in the category
• What is their positioning, what benefits is each brand offering
• Talk to 8-10 people who are users of this category
• Why do they use the category, what benefit are they looking for, are the existing brands fulfilling their needs, are there any
needs that are not being satisfied
• Using the above analysis, identify a gap in the market
• Design a product that will take advantage of this gap
• Come up with a brand name
• Use the “positioning statement” format taught in this lesson (slide 15) to write out the positioning for this brand
• While the above takes care of one P of the marketing mx (Product), identify what you would do in each of the 4 Ps of the brand
• What should the price be and why
• How will you distribute the product - which channels will you use - general trade, modern trade, e-commerce, or all of them,
and what will the relative importance of each channel
• How will you promote the brand - will you advertise it or not; if yes, what media will you use - TV, digital, print, radio, outdoor
etc.
• Categories:
• Atta, Bread, Rice, Toothpaste, Cold Cream, Face Wash, Bicycles, Schools, Jeans, Backpacks, Laptops, Shoes, Watches, Electric
Switches, Air Conditioners, Furniture, Socks, T-shirts, Cameras, Books, Noodles,Ready-to-eat foods, Restaurants, Bakeries,
Chocolates, Chips, Cold beverages (cold drinks & juices)