TERM PROJECT

PRINCIPLES OF MARKETING
MR. NAVEED ILYAS
1. BACKGROUND
1.1. About the Company (Not more than 1 page)
1.2. About the Product / Service
Kindly dont copy and paste from website of the company. Read introductory
chapters of the prescribed book and a chapter on creating value then describe the
product / service. Take help from my power point slides when ever needed.
Dont forget to add the concept of customer perceived value
Costumer cost
Time cost
Monetary cost
Psychic cost
Energy cost
Customer value
Image value
Personnel value
Service value
Product value
After auditing the information provided to you by the company personnel, you will
come up with your recommendations based on your ANALYSIS!!

2. INDUSTRY ANALYSIS
Try to quote the RIGHT figures and provide source of the figures. You can get the figures
from company personnel or from various research reports. Mention the source in the
footnote. Sometimes, it you may have to estimate but the estimation has to be based on strong
assumptions. I will ask you about your assumptions
2.1. Market Size Past Four Years (Volume)
Following template will be used for past and future years analysis (volume and value wise).
Following table shows the market size analysis for Soap Industry. You may amend this
template according to the industry you are analyzing.

Market
Segment

2009

2010

Growth
%

2011

Growth
%

2012

Growth
%

Beauty Soaps
Lux
Capri
Camay
Dove
Tibet
Palmolive
Total
Antibacterial
Soaps
Lifebuoy
Safeguard
Dettol
Protex
Total
Total Market

2.2. Market Size Future Four Years (Volume)

2.3. Market Size Past Four Years (Value)
2.4. Market Size Future Four Years (Value)
As mentioned above, you will analyze the data critically and give reasons for deviations, and
analyze future trends. Read chapter from your book related to scanning the environment.
After analyzing the data, and major macro and micro environmental factors, give
your recommendations for future strategy so the company may take advantage of the future
trends and GROW!!...
You may have to talk to managers of various players of the industry to get the insights and
verify the data.

3. CONSUMER BEHAVIOR / BUSINESS BUYER BEHAVIOR

Analyze the behavior of consumers or business buyer (if your product is industrial). Read the
relevant chapters while analyzing.
Give recommendations after analyzing facts and figures. You may have to conduct a small
research to find the consumer insights. .

4. DEFINING VALUE (Segmentation, Targeting , Positioning)

Analyze all the possible segmentation variables and which variables the company is
currently using to segment its consumers. Give recommendations!! Please note that
segmentation is dividing and targeting is selecting. Your report should clearly mention that
how a company divides the market and which part of the market it has chosen (to serve)
Also understand the positioning of your product (from the eyes of the company and also from
the eyes of the customers) and also value proposition. You will have to conduct a small
research to find out the positioning of your product (it may be informal). Give
recommendations regarding positioning and differentiation.
Dont forget the positioning map.

5. CREATING VALUE
5.1. PRODUCT
Analyze the product, augmentations (if any), packaging, labeling, major brand strategy
decisions, product mix (width, length, consistency and so on.), where the product is in PLC
and so on.
Give your recommendations on the basis of your analysis.
5.2. PRICE
Evaluate the pricing strategy of in the light of what has been taught to you in the class
(pricing approach, product mix pricing strategy, assessing and responding to price changes)
and give recommendations. You should also see how company responds to changes in costs,
or pricing of competing products.
Try to analyze all the prices (the prices from manufacturer to distributors, to wholesalers, to
retailers, to final consumer etc.). Moreover, information about competitors pricing can also
help in coming up with recommendations. .
5.3. PLACE
Analyze the distribution channel. You should know about the distributors in details, the
number of outlets (if applicable), etc. Dont forget the concept of VMS (vertical marketing
system) and apply it.
Give your recommendations! There is always a way to improve the Place component.

6. COMMUNICATING VALUE
6.1. PROMOTIONS (IMC)
Analyze the communications platform the company is currently using. Following are the
common communication platforms.

ADVERTISING

SALES
PROMOTION
Print and
Contests,
broadcast ads
games
sweepstakes,
lotteries
Packaging outer
Premiums and
gifts
Packaging inserts
Sampling
Brochures and
booklets
Posters and
leaflets
Directories
Reprint of ads
Billboards
Display signs
Point of purchase
displays
Audiovisual
material
Symbols and
logos
videotapes

Fairs and trade

shows
exhibits
Demonstrations
Coupons
Rebates
Low-interest
financing
Entertainment
Trade-in
allowance
Community
programs
Tie-ins

PUBLIC
RELATIONS
Press kits

PERSONAL
DIRECT
SELLING MARKETING
Sales
Catalogs
presentations

Speeches

Sales meetings

Mailings

Seminars

Incentive
programs
Samples

Telemarketing

Annual reports
Charitable
donations
Sponsorships
Publications
Community
relations
Lobbying

Fairs and trade

shows

Electronic
shopping
TV shopping
Fax mail
E-mail
Voice mail

Identity media
Company
magazine
events

Also include STAGES in DEVELOPING EFFECTIVE COMMUNICATIONS

What are the other communication platforms that the company may use and take advantage
of? What else must be done to make sure that that the communication platform is integrated?
How the media habits of the target audience is changing? What % of expenditure is being
allocated to various promotional tools?
What should be the ideal promotional mix for the company (this is going to be your
recommendation and there should be solid reasons / assumptions behind the proposed
promotional mix. Not every organization has to use SOCIAL MEDIA but analyze if your
company needs to invest in it.

TIPS TO GET A GRADE IN THE TERM PROJECT!

Start working on the report from today! This report can not be completed in 2 weeks.
It requires at least 7 to 8 weeks.

Read the relevant chapters / note before interviewing the company personnel and
writing the report.
4

Give as many figures as you can. Dont forget to mention source of the figures in the
footnote. No one will just give you the figures. You will have to find out a way to get
them / understand them.

Recommendations should be based on realistic assumptions. Remember, I will ask

you the reason for your recommendations!!!!

Attach visiting card of the person who provides you the information. Make sure that
this person has a vast marketing knowledge (there is no point of meeting a finance
manager for this report)

Dont try to get the report from some other students, and write your name on it.

All the best and please feel free to contact me for any clarification that you may need
regarding this term report.