POM Term Report Format

1. Title Page
a. Title ‘Brand Name - Term Report – Principles of Marketing’
b. Instructor Name: Dr. Nida Aslam Khan
c. Your Section #
d. Your Group # and Members Names and ERP IDs
e. Date of Submission: 7th December 2018
2. Brief Introduction to Brand (1-2 paragraphs in your own words – NO COPY PASTING and DO NOT
give introduction of the company – it may be mentioned but no details required)
a. When was the Brand launched in Pakistan and why? (e.g. Omore was launched in 2009
because Engro Foods was successful with a milk brand and wanted to expand into milk
products and the competitor Unilever was enjoying market leadership of ice cream with
its brand Walls)
b. How has the Brand evolved over the years in Pakistan according to your research and
understanding? (e.g. Omore’s brand portfolio has expanded to now include cups, cones,
sticks, bricks and tubs with a variety of flavors)
3. Kiryana Stores visited (table form preferred – 1 page maximum)
a. Names of 10 stores visited in Karachi
b. Specific location of each store
c. Describe each store’s retail environment, ambiance and layout
d. Insert images in Appendix (part 9)
4. Product (1-2 paragraphs)
a. Define the category it belongs to (e.g. Ice Cream belongs to Dessert Category)
b. SKUs (e.g. 30gms packet or 50gms pouch etc.)
5. Placement (2-3 paragraphs)
a. Of Brand itself in store
b. Of Brand compared to 2-3 top competitors
6. Price (table preferred with some explanation, 1 page maximum)
a. Of Brand itself, SKU wise
b. Of Brand compared to 2-3 top competitors
7. Promotion (1-2 paragraphs)
a. General merchandising in the shop (banners, posters etc.)
b. Merchandising content of your Brand (banners, posters, shelf etc.) – any special
promotions?
8. Interview of the shopkeeper regarding (4-5 paragraphs, include quotations of shopkeeper)
a. Most running brand in your category
b. Position of your brand in the category and why?
c. Any new entrant in the category and its performance?
 d. Response to any new campaign of the brand (interest/sales and to what extent?)
e. Trade discounts and allowances received from brand and its competitors
f. Who is delivering the brand to the retailer and what is the level of distribution?
9. Appendix: Images of 10 Kiryana Stores and your Brand in some of the stores
10. References, if any (website links, etc.)