Marketing Management II: Group Assignment Guidelines

Study of 4 Ps for a Brand-Product combination

You are given a brand X. You are required to choose one specific
product of brand X and prepare a report for this brand-product
combination based on the items given below:
1.Sum-up the brand promise offered.
2.What brand elements are themostusefulfordifferentiatingbrand
X from competing brands?
3.Which aspects of product differentiationarethemostvaluablein
setting the brand apart from its competitors?
4.How does the brand use packaging and labeling to support its
brand image and help its channel partners sell the product more
effectively?
5.What are the current pricing objectives of the brand and what
price adaptations (such as discount allowances and promotional
pricing) does the brand include?
6.How does the pricing strategy of the brand differ from its
competitors?
7.What are the current distribution channels and levels adopted by
this brand and does it require any addition/deletion of the
channels or levels to improve its distribution strategy?
8.What are the communication objectivesforthisbrandtoreachits
targeted segments?
9.What are the communication media adopted by the brand and do
these match with the brands communication objectives?
10. What are the consumer promotion and trade promotion, if any,
being offered by the brand?

Please note that the following will apply for this assignment:
The report should be focused on Indian context.
Wherever possible, your critique of the marketing practices
should also be included in response to the above items.
Each group needs to provide the sources of information used for
preparing the report. This includes any primary as well as
secondary source used. If primary, then provide the full contact
details of the person contacted and if secondary, then provide
the exact details of the source so that the same could be
accessed easily. You must ensure that your report is free of
plagiarism.
Your first report including responsesbasedonitems1to6above
should reach the instructor within 7 days from the date of the
h
10t

session.
The second report including responses based on items 7 to 10
above should reach the instructor latest by 10 pm on the date
h
preceding the 20t

session.
Each report should not exceed 6 pages excluding the list of
sources, pictures, figures, tables and appendices.
The writing format to be followed is Times New Roman, 12 Points,
1.5 Line Spacing and 1 inch margin on all sides.
The reports should be submittedtotheinstructorbye-mail(with
a copy to vivekg@iimidr.ac.in). Attach the report in both word
and pdf formats. Mention Report 1 or Report 2 as applicable in
the subject of the email. Name the attachments appropriately as
'Section X_Group Y_Report 1/2' (e.g.SectionA_Group1_Report1).
The hard copy of the reports should be submitted to the academic
associate Vivek Goswami (Ph: 9981595450).