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2b Format of Marketing Plan

This document outlines the requirements and guidelines for a group project on designing a one-year marketing plan for a brand of a selected company in India. Students must form groups of 5 members to complete a written marketing plan report not exceeding 12 pages. The report must include an executive summary, situation analysis, marketing strategies and mix, financial projections, implementation plan, and references. Students will also present their marketing plan within 20 minutes followed by 10 minutes of Q&A. The project accounts for 120 marks and evaluations will be based on the written report, presentation, research design, data collection, and peer/group evaluations.

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Manthan Kulkarni
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73 views3 pages

2b Format of Marketing Plan

This document outlines the requirements and guidelines for a group project on designing a one-year marketing plan for a brand of a selected company in India. Students must form groups of 5 members to complete a written marketing plan report not exceeding 12 pages. The report must include an executive summary, situation analysis, marketing strategies and mix, financial projections, implementation plan, and references. Students will also present their marketing plan within 20 minutes followed by 10 minutes of Q&A. The project accounts for 120 marks and evaluations will be based on the written report, presentation, research design, data collection, and peer/group evaluations.

Uploaded by

Manthan Kulkarni
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Group project Report & Presentation

Project on Designing a Marketing Plan


I. Project Brief
Each team needs to select any company and its brand in India. Students are required to follow below instructions: Recommend appropriate one-year marketing plan of one brand of the particular company. Determine your assumption of marketing ob ecti!es" and financial ob ecti!es. #ake sure that the marketing plan is suitable with the product$s target market.

II. Marketing plan guideline


1. Executive Su ar! %& page'

". Situation #nal!sis$ Market Summary #arket (rowth %&-) pages' E*plain market and segment growth o!er past periods and the forecast market and segment growth. E*plain any factors affecting the market and segment growth. #arket +rends %&-) pages' E*plain the nature of market and segment trends that will affect the brand$s performance. #arket ,eeds %& page' -naly.e the target market$s current needs and e*plain how the brand can satisfy the needs. #arket Demographics %&-) pages' Describe the brand$s current target market in terms of demographic" geographic" and beha!ior factors. SWOT Analysis %)-/ pages' Strengths 0eaknesses 1pportunities +hreats Competition Analysis %2omparison tables" graphs" and charts are needed' %)-3 pages' Describe direct and indirect competitors in terms of: o +arget markets ser!ed o 4roduct attributes o 4ricing o 4romotion o Distribution including the distributor network o Ser!ices offered Product Offering %)-/ pages' Describe the company$s product for the following details: o 4roduct -ttributes o 4ricing o Distribution o 4romotion o Ser!ices 1ffered o 2urrent product life cycle Keys to success %& page'

Identify the important keys to success of the brand

%. Marketing Strateg! Mission %& page' Marketing Objectives %& page' Specify the marketing ob ecti!es for the coming year in terms of o market share o customers %number5percentage growth' o le!el of brand5company awareness o product trials inancial Objectives %& page' Specify the financial ob ecti!es for the coming year in terms of o Sales growth o by !olume and growth percentage o by segments o 4rofitability growth o Ratios %use common financial ratios and other metrics associated with marketing in the industry' Target Market %& page' +arget market: identify current target market. If you ha!e plan to change target market" identify your ob ecti!e and details of your plan. Positioning %2omparison graph is needed' %& page' Describe current market positioning of the brand. If you ha!e plan to change market positioning" identify ob ecti!es and details of your plan. Marketing Strategies %&-) pages' E*plain your marketing strategy to accomplish the ob ecti!es as you set in details. Marketing Mi! %/-3 pages' E*plain in details regarding the suggested marketing mi* %product" price" place" and promotion' to accomplish the ob ecti!es o 4roduct: identify your plan related to e*isting products or new products by specifying features5attributes offered" category of product" branding strategy" packaging" and labeling. o 4ricing: identify pricing strategy for the e*isting 5 new products. It should indicate factors influencing pricing strategy such as costs" competition" customer e*pectation" and economic situation. o Distribution: identify distribution plan for the product %s' in details including ob ecti!e of the plan" type of channels. o 4romotion: describe how the product will be promoted. Integrated marketing communication consists of si* ma or areas 6 ad!ertising" sales promotion" public relations and personal selling" direct marketing and e!ent marketing 6 though not all may be used. +imetables for promotion are important since certain types of promotions %#ost information in this section can be shown in tables and graphs.' Specify promotional ob ecti!es and cost for each I#2 tool planning to use. o Include e*tra / 4s in case of Ser!ice 4roduct &. 'inancials (Tables, graphs, and charts are required) %)-/ pages' Past Trend and uture Projections Sales and Market S(are ). *ontrols %&-) pages' "mplementation -n implementation chart %on monthly basis' of your action plan must be prepared Contingency Planning

+++++++++++++++++++++++++++++++++++++++++++

'or at and content consideration


1. #ppendices

Support information" graphs" and pictures can be placed under appendices to a!oid pro!iding too much information in the main part of the marketing plan. +hey can be classified into different appendices according to their rele!ance or type of the information. ". References +o a!oid plagiarism" all sources of information need to be properly cited in this part.

III. ,(e Project and -ocu ents$


Each group is required to strictly follow the following requirements:

Do not e*ceed 78 pages %e*cluding -ppendi* section'. +he additional pages will be automatically disregarded. 9se only :-rial; style with the font si.e <&)" &.7 line spacing" gutter of 8.=7;" left and right margins of &; %ensuring space on the left margin for binding'. 4ro!ide citations when secondary information or data are used. >ailure to cite the source of information will result in &? deduction from total pro ect scores. 2aution should be made to check the spelling and grammar of your report as marks are reser!ed for it.

I.. ,ea /s Responsi0ilities


Students are required to form a group of @ %more members in the group are not acceptable'. +he team assignment is to formulate one-year comprehensi!e marketing plan co!ering period of #pril1 "21% 3 Marc(1 "21&. #eet the submission deadlines regardless of reasons.

.. Mark #llocations
+his group semester pro ect is going to be a part of your internal marks in the semester performance. +he specific mark allocations are stated below: Particulars 4ro ect 4aper %0ritten Report' Research Design A Data 2ollection 4resentation 4eer #ember E!aluation 4eer (roup E!aluation ,otal 4 /8? )8? /8? &8? &8? 1224 Marks /8 )8 /8 &8 &8 122

arks

.I. Project Presentation$


-ll teams are required to be prepared at the time of presentation the date and time will be announced in ad!ance by the faculty. Since the pro ect is the group$s effort" the presentation does require all group members$ participation. >ailure to be present and participate in the presentation regardless of reasons" will result in the team members$ presentation marks be deducted to :8;. Each team is required to use :4ower4oint; software in their presentation and to finish the presentation within )8 minutes time followed by &8 minutes B A -. -s appointment would be arranged only at the time of presentation date !ia chit system 6 hence no group will get time to know when their term is going to come. Prof. .ikra Parek(1 >aculty" #arketing -pplications and 4ractices prof.!ikramparekhCgmail.com

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