Brand Management [MKT - 4213]

Group Project: Branding the New

Work Phases:

Phase 1: Select any industry for which you have reasonable know-how and you are
confident to find the required competition data [Different groups different Industry make
sure this one with CR/personal network]

Phase 2: Carry out initial TG and Competitor analysis with their strategic positions
Phase 3: Conduct perceptual map and spot a gap for positioning the Brand
Phase 4: Choose & establish the Salience/Category Structure, the POP & POD
Phase 5: Choose & design the Brand elements and develop the value
Phase 6: Devise MarCom plan and Choose the medias to reach consumers & position
Phase 7: Promote your brand by formulating the Social Media marketing plan & carry
out real-life activation & engagement for 2 weeks from now [Try to get closer to your
TG, likes, share, buzz everything counts] You need to mail me the links of the brand
pages so that I can see the progress of each group.

Desired Contents [but not limited to]:

The project report should contain the usual element/parts required to explain the above mentioned
work-phases. Try to be realistic and creative
The presentation slide should contain summary of the project report highlighting your Social
Media promotion effectiveness

Deliverables: (For All Groups)

Hard Copy: Printed Project Report & Slide Handout [Max 2 slides per page]
Soft Copy: Mailing the project report [DOC/DOCX] alongside the presentation
Slide. || Remember NO pendrive copy is acceptable under any circumstance.

Group Presentation:
It is expected to be a public presentation, so prepare professionally
1 group at 1 go where each member will be assessed separately
Each group will have 12 minutes & if you exceed limit; youll have penalty

Deadline: Deliverables (Both Soft & Hard Copy): November 20, 2016.
Soft copy should be mailed to assignments4sma@gmail.com
(Subject Line must specify course no/assignment no/group name) Eg. MKT 4213_ Project/Delta)
If you still have any confusion, you are welcomed to contact me. But do not leave your task
undone with the excuse of improper understanding /confusion.
Consider all the associated risks very carefully and prepare necessary backup plans to overcome.
Course Instructor: S. M. Arifuzzaman
Associate Professor