PROJECT OUTLINE

Current Performance Analysis

PART 1: In this section, for the companies assigned to you by your instructor; you have to find out details for the following: Company Profile (History, Mission, Vision) Product Portfolio (Current products/services offered by the company) Currently which growth strategy is the company practicing (Ansoffs product market growth matrix and Porters Generic Forces) The customers perceived value/ benefits? Currently, what is the company doing to build profitable relationship with their customers? Note: Working on the above mentioned points, will help you better understand the situation today of the relevant companies assigned to you. Rest of the report requires you to work on Re-launching the brand with better/revised marketing strategies including building brand equity PART 2: (SWOT Analysis) In order to make effective marketing decisions, SWOT Analysis of the company is a requirement. Carry out a detailed SWOT Analysis regarding the Strengths, Weaknesses, Opportunities and Threats. Using Brainstorming method will be a better option.

Re-developing Marketing Strategies and Building Brand Equity

PART 3: (Re-developing the Ansoffs product market growth matrix) Based on the opportunities and strengths that the company currently has, what are the improvements that it can make in its Marketing Strategies? And give justification for your selection. For this, focus on Ansoffs Matrix PART 4: (Porters Generic Forces) In this section, decide what are the improvements required in the strategies that allow the business to compete most effectively. For this, consider Porters Generic Forces. Also discuss the link of these strategies that you have chosen with Porters Five Forces

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PROJECT OUTLINE PART 5: (Brand Value) Branding poses challenging decisions to the marketer. In this step, you will have to make important brand strategy decisions. In this section, you have to build brand equity for the customers. For that purpose: How can you improve the various touchpoints that customers come across with before, during and after the purchase of the product? How do you intend to measure the brand equity for the company assigned to you? What brand strategies will you suggest the company? (If any)

REPORT WRITING Please follow the guidelines for report submission: Report Format: Page limit: 15-20 pages Font Size and Style: 12 (body), 14 (sub-heading) and 16 (main heading); Times New Roman Line Spacing 1.5 Insert page numbers Give numbers to tables/figures/charts etc Avoid plagiarism. Marks will be deducted. In case of any factual information, please give reference in () Report Structure: Acknowledgement Table of contents Executive Summary Report Body (as per the project outline) Conclusion References Appendices ------------------------------------------------

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