Project Report Guidelines

General guidelines
Fonts: Arial or New Times Roma
Font Size: 12 for normal Tet
1! for main "eading
1# for su$ "eading
Spacing: Single line
No restriction for Title page
No $orders
No colors %plain tet in $lac&'
(ou ma) use "eader or footer
Project Report s"ould contains t"e following
Title Page
o Name of *ni+ersit)
o Name of Facult)
o Title of course
o ,ourse ,ode
o Title of topic
o Section
o Semester
o Su$mitted $) group details
o Su$mission date
Dedication (optional)
Preface
T"is ma) contains t"e following information
o -") are )ou doing t"is.
o -"at $enefits )ou get
o -"o is doing w"at part of t"e report.
o /ain t"eme of t"e report
Acknowledgements
Name of indi+iduals w"o contri$uted in completing t"is report
Table of contents
0t pro+ides )ou t"e framewor& for t"e acti+ities )ou perform in completing t"is report1
2+er) topic su$topic s"ould $e in t"e contents along wit" t"eir specified page num$er
Summary
T"e a$stract of )our report
Bibliography
Reference details of we$site3 $oo&s3 journals3 reports3 newspaper etc1
For we$site *R4
For $oo&s Title of t"e $oo&3 Aut"or%s'3 pu$lication3 )ear of pu$lication3 page num$er
Appendix (optional)
ndex (optional)
1
THE MARKETING PLAN FOR NEW PRODUCT Format and important
incl!ion!
"# E$%cti&% 'mmar(
The executive summary is a synopsis of the overall marketing plan. On
a single side of a sheet of paper, outline the major issues and
recommendations covered in your plan. Generally, one or perhaps two
elements are vital to the success of a proposal. Make sure these points
come through loud and clear in the summary. If you can get these
major issues down on one page, youre usually well on your way to
developing an e!ective marketing plan. The executive summary is
easier to write if you do it last
2. Situation Analysis
"esearch all the facts and information listed #elow. Then cut away the
unimportant information and get down to the real #asics of the plan.
In terms of content the following points should #e covered or at least
considered$
a) R%l%&ant *i!tor( o+ t*% prodct,-rand.
Organi%ational mission, what #usiness are they in, what are
some key o#jectives&
-) Mar/%tin0 En&ironm%nt.
Identify and descri#e major changes occurring in the
organi%ations micro' and macro'environments and how these
are a!ecting its performance, operations, customers, etc. (hat
opportunities or threats are exposed& )iscuss only those
environments that are relevant to your product*#rand.
c) Prodct E&alation.
)escri#e the product*#rand in terms of core, actual and augmented
product.
Is it an industrial or consumer good& Is it a convenience good,
shopping good, specialty, unsought&
(here is the product in its lifecycle&
+omment on #randing, the perception of the #rand, the extent to
which line extensions have #een used etc +omment on #rand
e,uity*how well known the #rand is.
+omment of packaging*la#elling
-ow does the product compare to competition in terms of features,
ingredients, uses, consumer acceptance, etc.& (hat has #een
added or improved in the last few years, deleted or dropped, new
uses, new markets, etc.&
Is distri#ution widespread& Is the product availa#le& -ow do
retailers feel a#out the product& )o they want to stock and sell it& Is
distri#ution ade,uate&
(hat a#out service, if provided with the product&
(hat pro#lems do consumers have with the product, if any& .re
they correcta#le&
-ow has the product performed in the past& (hat is its current
sales volume, market share, pro/ta#ility, etc.& 01se estimates if
actual /gures are unavaila#le2.
2
(hat are the products overall strengths and weaknesses&
Is there anything in the product or features that are uni,ue or
di!erent from competitors&
d) Con!m%r E&alation.
Customer profle: )escri#e customers in terms of demographic,
geographic, psychographic and #ehavioral characteristics. +om#ine
your results to develop several potential consumer segment pro/les
e.g. males, aged 34'56, who are experienced that have high
product consumption.
Analysis of present customers behavior in terms of:
- Type of purchase decision
- Information on consumption such as social in7uences, where
used, how used, fre,uency of use, average amount used, etc.
- .ttitudes a#out products such as product ,uality, price,
packaging, styling, #rands reputation, etc
- (hat pro#lems does the product solve for the consumer& Is
the consumer aware of these #ene/ts&
- -ow loyal are present customers& )oes #rand switching
occur& If so, #etween this #rand and others&
- (ho are the #est prospects for the #rand& (here are they
located& +an they #e in7uenced&
In short, include any and all relevant information a#out the present
customers, and prospects that you have identi/ed for the product
or #rand.
%) Comp%titor Anal(!i!.
)irect and indirect competition
(hat are the strengths and weaknesses of the direct competitors'
think in terms of product, price, promotion and distri#ution&
(ho are likely to #e the major competitors in the future' what
replacement products may threaten the future of the product&
5. Mar/%tin0 O-1%cti&%!
8tate the marketing o#jectives that the company would like to attain
during the plans term. Marketing o#jectives should #e speci/c,
measura#le, with a time frame for completing the o#jective and
consistent with the /rms goals and mission. These are outcomes
re,uired from the marketing plan.
9. Mar/%tin0 'trat%0(
Outlines the #road marketing logic #y which the #usiness unit hopes to
achieve its marketing o#jectives. It includes the following elements$
a2 '%l%ct Tar0%t Mar/%t2! 2$ )escri#e general characteristics and needs
of the target market0s2. This can simply #e a summary of the
consumer evaluation section or it may #e more detailed. (hy does
this target market0s2 have the greatest potential& -ere is where you
outline in general terms the demographic and psychographics of the
target market, identify whether they are present users, users of
competitive products or non'users in the product category. :ou will also
5
want to support your recommendations for selecting this particular
segment of the population here.
#2 D%&%lop Mar/%tin0 Mi$ to meet needs of each target market
selected$ Outline speci/c strategies*recommendations for each
marketing mix element. ;eep in mind that your recommendations
should relate to the marketing o#jectives and #e designed to achieve
those o#jectives. 33 Don4t +or0%t t*at t*i! !%ction i! 5ort* 678 o+
all t*% pro1%ct mar/!99
Prodct !trat%0i%! < what are your recommendation concerning
packaging, #randing, la#eling, extensions, product line length, width,
depth and provision of augmented aspects&
Pricin0 !trat%0i%! < what will in7uence your pricing changes in the
future, what price adjustments may #e #ene/cial, what type of product
mix pricing strategies could #oost pro/ts&
Di!tri-tion !trat%0i%! < how intense is it currently, where do you
want to #e& Is it direct, or indirect, or dual < and how can this #e
adapted to penetrate markets in the future&
Promotion !trat%0i%! < where should promotional expenditure #e
concentrated& =", .dvertising, 8ales =romotion, =ersonal 8elling, )irect
communications& (hy&
.lso, detail how strategies will #e turned into speci/c action programs$
what will #e done 0activity2, when will it #e done 0target completion
date2 and who is responsi#le 0responsi#ility2&
c2 :d0%t < provide an estimate of the total cost to implement your
marketing strategies 0e.g. amount allocated to advertising, sales
promotion, new la#els, etc.2
>. E&alation; Monitorin0 and Control
-ow will all marketing activities #e monitored to ensure success& 1sually
speci/c directions are given as to who will #e responsi#le for evaluation
and how it will #e carried out.
#
Principl%! o+ Mar/%tin0
Writt%n Pro1%ct A!!%!!m%nt Gid%lin%!
Group Mem#ers$ 8tudent ?um#er$
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Mark Awarded Total
Executive ummary
>A ,6
'itation Anal(!i!
-istory 3A
Marketing Bnvironment CA
=roduct Bvaluation 46A
+onsumer Bvaluation 46A
+ompetitor .nalysis >A ,<6
Marketing Objectives >A ,6
Marketing Strategies
Tar0%t Mar/%t2!)
>A
Prodct 'trat%0i%!
46A
Pricin0 'trat%0i%!
46A
Di!tri-tion 'trat%0i%!
46A
Promotion 'trat%0i%!
46A
:d0%t
>A ,67
Evaluation, Monitoring and
Control
>A ,6
DO?18 M.";8
- )egree of research
undertaken
>A ,6
6
- .ccuracy of referencingEEE
- =resentation and layout
- (ritten expression, etc.
TOT.F M.";
,"77
333 Pl%a!% not% t*at pla0iari!m 5ill r%!lt in a =%ro mar/ -%in0
a5ard%d +or t*i! pro1%ct#
Additional Comm%nt!.
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