MARKETING ASSIGNMENT

You have to identify a New Product of your choice. Prepare a 3,500-4,200-word fully integrated
and final Marketing Plan. Throughout the course you will be submitting different components of the
Marketing plan. Incorporate an executive summary and table of contents for the written marketing
plan. Prepare and deliver a 15 minute, professional, group presentation (Team of 5 each) that
highlights the key elements of the completed marketing plan.
All submitted Marketing Plans should strive for these basic attributes:
1. Creativity
2. Thorough, practical and realistic
3. Integrated
4. Strategic and tactical, and a guide on which to base decisions
5. Plain English and clear thinking, that clarifies and distills the marketing problem
6. Tied to the organizations mission and business objectives, strategies, and tactics

The outline below describes the critical elements and a suggested organization for the Marketing
Plan Project.

Project Outline
1. Background Information of the Company
a. Name
b. Geographic Location
c. Objectives/Resources (Financial and Staffing)
d. Product Mix
- Single Product
- Product Line
- Several Product Lines
2. Mission Statement
a. Companys Basic Values and Philosophy
b. Corporate Vision
3. New Product Description
4. Situational Analysis
a. Historical Background of the Industry
b. Scope of the Market
c. SWOT Analysis
- Strengths (Internal)
- Weaknesses (Internal)
- Opportunities (External)
- Threats (External)

DR. LOKESH JINDAL

MARKETING ASSIGNMENT
5. Market Research
a. Consumer Analysis
- Demographics
- Psychographics
- Behaviours (e.g. purchase of use habits)
- Geographical Considerations
b. Industrial Analysis, if applicable
6. Competitive Analysis
a. Identification of Competitors
b. Competitors Strategies
7. Target Market
a. Primary and Secondary Market
b. Market Segmentation
c. Niche Market
8. Marketing Objectives and Strategies
a. Product
- Type (e.g. good, service, idea etc.)
- Features (How will it be different from the competition)
- Stage of Product Life Cycle
- Identification (Brand Name, Label and Packaging)
- Adoptive Process
- Regulations regarding your Product
- Sample of product
b. Place
- Channels of Distribution (Manufacturer, Wholesaler, Retailer)
- Product Location Availability
- Physical Distribution/Location of Facilities/modes of Transportation
c. Pricing
- Policy (Above, Below or with the market)
- Elasticity of Demand
- Skimming or penetration Strategy for Introducing New Product
- Cost (to Produce)
- Break-even Point
- Markup
- Suggested Selling Price
- Sales Prices, Discounts, Coupons, Credit Terms
- Price and Quality Relationship (Customers Perception)

DR. LOKESH JINDAL

MARKETING ASSIGNMENT
d. Promotion
- Personal Selling
Profile of the Sales Force
Number of Salespeople
Selling Techniques
Compensation System for Salespeople
- Advertising
Media Mix (e.g. Television, Magazines, Outdoor, Direct mail, Radio, Web
Page etc.)
Media Schedule (e.g. Frequency and Reach)
Slogan and Message
- Sales Promotion Activities
- Public Relations
- Samples (Display ad, video of TV ad, audio of Radio Ad, Web Page etc.)
9. Budget
10. Control
- Feedback mechanism to monitor Progress
- Evaluation Process

Note:
1. The Written Report will be graded on Content, Thoroughness, Organisation and
Creativity and is worth 15 marks
2. The Presentation will be graded on Content, Organisation, Presentation Skills
Effectiveness of Visual Aids, Enthusiasm and Creativity and is worth 10 marks.
3. Each Member of the Group will have Individual Accountability on the project.

DR. LOKESH JINDAL