Marketing Management II Assignment

Study of 4 Ps for a Brand-Product combination

Learning Objective
• To understand the strategic role of a brand in terms of how markets are segmented, and segments are
targeted by positioning brands specifically for them.
• To understand how brands are positioned using the 4Ps of Marketing, the brand elements and brand
association.

Choose a brand X and prepare a report for this brand-product combination based on the guidelines given below:

1) What is the key value proposition the brand offers?

2) What are the brand elements?
3) What are the various consumer segments in the market? Which segment does the brand target?
4) Which aspects of product differentiation are the most valuable in setting the brand apart from its
competitors?
5) How does the brand use packaging and labeling to support its brand image and help its channel partners
sell the product more effectively?
6) What are the current pricing practices of the brand and what price adaptations (such as discount
allowances and promotional pricing) does the brand include?
7) How does the pricing strategy of the brand differ from its competitors?
8) 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?
9) What are the communication objectives of this brand?
10) What are the communication media adopted by the brand and do these match with the brand’s
communication objectives?
11) What are the consumer promotion and trade promotion, if any, being offered by the brand?

Please note that 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 guidelines.
• 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.
• The length of the report should be approximately 12-15 pages including the references. The writing
format to be followed is Times New Roman, 12 Points, 1.5 Line Spacing.
• The reports should be submitted to the instructor by e-mail as a word and pdf document with subject
of the e-mail mentioning report by the group number and section as applicable.
• The hard copy of the report should also be submitted to the instructor.

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