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 particular company. Determine your assumption of marketing objectives, and financial objectives. Make sure that the marketing plan is suitable with the products target market.

II. Marketing plan guideline

1. 2.

Executive Summary (1 page)

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 brands performance. Market Needs (1 page) Analyze the target markets current needs and explain how the brand can satisfy the needs. Market Demographics (1-2 pages) Describe the brands 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 companys product for the following details: o Product Attributes o Pricing o Distribution o Promotion o Services Offered o Current product life cycle

Keys to success (1 page) Identify the important keys to success of the brand

o o o

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 Sales growth o by volume and growth percentage o by segments Profitability growth Ratios (use common financial ratios and other metrics associated with marketing in the industry)

3.

Target Market (1 page) Target market: identify current target market. If you have plan to change target market, identify your objective and details of your plan. Positioning (Comparison graph is needed) (1 page) Describe current market positioning of the brand. If you have plan to change market positioning, identify objectives and details of your plan. Marketing Strategies (1-2 pages) Explain your marketing strategy to accomplish the objectives as you set in details. Marketing Mix (3-4 pages) Explain in details regarding the suggested marketing mix (product, price, place, and promotion) to accomplish the objectives

o o o o

Product: identify your plan related to existing products or new products by specifying features/attributes offered, category of product, branding strategy, packaging, and labeling. Pricing: identify pricing strategy for the existing / new products. It should indicate factors influencing pricing strategy such as costs, competition, customer expectation, and economic situation. Distribution: identify distribution plan for the product (s) in details including objective of the plan, type of channels. Promotion: describe how the product will be promoted. Integrated marketing communication consists of six major areas advertising, sales promotion, public relations and personal selling, direct marketing and event marketing though not all may be used. Timetables for promotion are important since certain types of promotions (Most information in this section can be shown in tables and graphs.) Specify promotional objectives and cost for each IMC tool planning to use. Include extra 3 Ps in case of Service Product

4. 5.

Financials (Tables, graphs, and charts are required) (2-3 pages) Past Trend and Future Projections wrt Sales and Market Share 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. Appendices Support information, graphs, and pictures can be placed under appendices to avoid providing too much information in the main part of the marketing plan. They can be classified into different appendices according to their relevance or type of the information. 2. References To avoid plagiarism, all sources of information need to be properly cited in this part.

III. The Project and Documents:

Each group is required to strictly follow the following requirements:

Do not exceed 50 pages (excluding Appendix section). The additional pages will be automatically disregarded. Use only Arial style with the font size #12, 1.5 line spacing, gutter of 0.75, left and right margins of 1 (ensuring space on the left margin for binding). Provide citations when secondary information or data are used. Failure to cite the source of information will result in 1% deduction from total project scores. Caution should be made to check the spelling and grammar of your report as marks are reserved for it.

IV. Teams Responsibilities

Students are required to form a group of 6 (more members in the group are not acceptable). The team assignment is to formulate one-year comprehensive marketing plan covering period of 20142015. Meet the submission deadlines regardless of reasons.

V. Mark Allocations

This group semester project is going to be a part of your internal marks in the semester performance. The specific mark allocations are stated below: Particulars Project Paper (Written Report) Research Design & Data Collection Presentation Peer Member Evaluation Peer Group Evaluation Total % 30% 20% 30% 10% 10% 100% Marks 30 20 30 10 10 100 marks

VI. 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. Since the project is the groups effort, the presentation does require all group members participation. Failure to be present and participate in the presentation regardless of reasons, will result in the team members presentation marks be deducted to 0. 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. As appointment would be arranged only at the time of presentation date via chit system hence no group will get time to know when their term is going to come.