Guidelines to the Project report submission.

 Submission to be a word document that should not exceed 15pages, 1.5 line spacing, 12 Font,
Arial/Times New Roman. Appendix would be additional. (Negative marks if the above guidelines
are violated)
 Student to prepare a powerpoint slides of the project for presentation purpose only.
 References to be mandatorily made to all facts & figures quoted.

Objective of the Project is for the students to prepare a Marketing plan for a Brand/Product assigned to
the team. The broad areas that the marketing plan should include are:

1. Situational Analysis
a. 4Cs – Context, Company, Competitor, Customer
b. SWOT
2. Market Size of the product, Market Share of the brand, Competitors in the space.
3. Clearly defined Marketing objective*. First, you need to set the stage for what you want to
accomplish so you can decide on the marketing plan to supplement those goals. Caution: Students
usually makes the mistake of focusing on execution before they define what success looks like for
your business.
4. STP - Segmenting the Market, Targeting a suitable segment(s), Differentiation, Value Proposition
and Positioning statement for the Brand.
5. 4Ps –
a. Suitable product mix, design & strategy (includes NPI, if any)
b. Pricing strategy that is in sync with marketing objective
c. Distribution strategy (Direct vs Indirect)
d. Promotion Plan
6. Marketing Strategy to drive growth and address competition
7. Integrated communication Plan to build awareness & generate demand

Refer to Appendix section in Textbook Philip Kotler (A1-A8) for a sample marketing plan.

*Here are a few examples of Marketing objective/goals:

 Introduce new products

 Target a new customer persona
 Extend/regain market
 Build brand awareness
 Grow market shares