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Marketing Management II: Group Assignment Guidelines

Study of 4 Ps for a Brand-Product combination

You are given a brand X. You are required to choose one specific

product of brand X and prepare a report for this brand-product

combination based on the items given below:

1. Sum-up the brand promise offered.

2. What brand elements are the most useful for differentiating brand

X from competing brands?

3. Which aspects of product differentiation are the most valuable in

setting the brand apart from its competitors?

4. How does the brand use packaging and labeling to support its

brand image and help its channel partners sell the product more

effectively?

5. What are the current pricing objectives of the brand and what

price adaptations (such as discount allowances and promotional

pricing) does the brand include?

6. How does the pricing strategy of the brand differ from its

competitors?

7. 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?8. What are the communication objectives for this brand to reach its

targeted segments?

9. What are the communication media adopted by the brand and do

these match with the brands communication objectives?

10. What are the consumer promotion and trade promotion, if any,

being offered by the brand?

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Please note that the 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 items.

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. You must ensure that your report is free of

plagiarism.

Your first report including responses based on items 1 to 6 above

should reach the instructor within 7 days from the date of the

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thsession.

The second report including responses based on items 7 to 10

above should reach the instructor latest by 10 pm on the date

preceding the 20th session.

Each report should not exceed 6 pages excluding the list of

sources, pictures, figures, tables and appendices.

The writing format to be followed is Times New Roman, 12 Points,

1.5 Line Spacing and 1 inch margin on all sides.

The reports should be submitted to the instructor by e-mail (with

a copy to vivekg@iimidr.ac.in). Attach the report in both wordand pdf formats. Mention Report 1 or Report 2 as applicable in

the subject of the email. Name the attachments appropriately as

'Section X_Group Y_Report 1/2' (e.g. Section A_Group 1_Report 1).

The hard copy of the reports should be submitted to the academic

associate Vivek Goswami (Ph: 9981595450).

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