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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 chosen company.
• Determine your assumption of marketing objectives, human resource objectives and financial objectives.
• Make sure that the marketing plan is suitable with the product’s target market.

II. Marketing plan guideline

1. Executive Summary (1 page)

2. Situation Analysis: Market Summary
• Market Growth (1-2 pages)
Explain market and segment growth over past periods and the forecast market and segment growth. Explain any factors affecting the market and segment growth.
• Market Trends (1-2 pages)
Explain the nature of market and segment trends that will affect the brand’s performance.
• Market Needs (1 page)
Analyze the target market’s current needs and explain how the brand can satisfy the needs.
• Market Demographics (1-2 pages)
Describe the brand’s current target market in terms of demographic, geographic, and behavior factors. SWOT Analysis (2-3 pages)
• Strengths
• Weaknesses
• Opportunities
• Threats Competition Analysis (Comparison tables, graphs, and charts are needed) (2-4 pages)
• Describe direct and indirect competitors in terms of: o Target markets served o Product attributes o Pricing o Promotion o Distribution including the distributor network o Services offered Product Offering (2-3 pages)
• Describe the company’s product for the following details: o Product Attributes o Pricing o Distribution o Promotion o Services Offered o Current product life cycle Keys to success (1 page)
• Identify the important keys to success of the brand

3. Marketing Strategy Mission (1 page) Marketing Objectives

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