IBS Hyderabad

Academic Year – 2019-21

ACADEMIC TASK: GROUP PROJECT

Name of the faculty member: Prof.Madhavi Garikaparthi Course Title: Marketing

Management II
Semester: 1st Max. Marks: 40 Marks
Date of Allotment: 6th July, 2019 Date of Submission: 25th August, 2019

Objectives of Topic Evaluation Expected

Academic Task Parameters outcomes
Activity
To make the students Students have to choose THREE brands For Group: This academic
able to apply the for this academic task and have to tasks focus on the
concepts studied in perform this assignment in a group. The Introduction to the selected following:
Marketing Management instructions for this task is as discussed Brands – 10 Marks.
1 class to real below. The complete group project 1.Help the
companies. report should be submitted to the course Comparative Analysis of students apply the
faculty in hard copy form (no email Brands and their Marketing theoretical concepts
This is a Group task. submission) before the deadline. Please Strategies – 20 marks to real life
note that no excuses will be entertained (i) Discussion on situations
after the DEADLINE. Marketing mix of brands – 5
marks 2. Make them
For this assignment, students should be (ii) Discussion on Value
conversant with
creation – 5 marks
familiar with: complexities of
(iii) Discussion on
(i) The concept of Marketing marketing of brands
Segmentation and Targeting –
mix. 5 marks with different
(ii) The concept of Consumer (iv) Discussion on companies.
Behaviour. Differentiation, Points-of-
(iii) The concept of Value Parity and Points-of-
Creation. Differentiation and Positioning
(iv) The concept of – 5 marks
Segmentation, Targeting
and Positioning. Creativity in Report Writing,
(v) Familiarity with their Formatting and Presentation
selected brands. – 05 marks

The students can meet the course For Individual Viva – 05

faculty post-lunch timings in case they
are facing any issue in the given
assignment.
marks
(Please write the content in
your own words and not
copy pasting from Google).
 IBS Hyderabad
Academic Year – 2019-21

URGENT: Front Page for submission of report (It is forwarded by the course Faculty to
the students. Students are requested to read the front page carefully and attach it with the
assignment as front page. No Academic task will be accepted without the front page and no
evaluation will be done if Learning Outcomes are not mentioned on it.

1. No report will be accepted after the last date of submission. Please learn to respect
deadlines. No extension will be given.

2. In case if any two reports are found similar, both will be given Zero. Copy pasting
is strictly not allowed and it calls for strict action.

a. Please avoid ‘Ctrl+C’ and ‘Ctrl+V’. We are trained to explore the plagiarism issues
and will find it very easily (remember Liam Neeson most famous dialogue in the movie
TAKEN). Customized version: “I do not know who you are, where are you from. But I
have got the skills and knowledge to find plagiarism. I will find it and I will call you.
Then I will give you (group) a Zero”.

3. Formatting of the report is of importance to the evaluator. Stick to the submission

guidelines given at the end of this document.

 1.5 Line Spacing

 Space after each paragraph
 Text – Times New Roman
 Font Size – 12
 Margins – 1 inch on both sides.
 Content – Justified

Kindly note that once your group project is over, you have to put down all the information in
the Table as mentioned below. I have plans to share your summarized Tables, related to your
select brands, with all students in the class. Technically, your last page of the assignment
should be this Table representing your efforts and learning in a Tabular form.

Have a happy learning.

TABLE: SUMMARY AND LEARNINGS FROM GROUP PROJECT

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 IBS Hyderabad
Academic Year – 2019-21

Concept/Brand Brand 1 Brand 2 Brand 3

Product Mix

Price Mix

Promotion Mix

Place Mix

Value Proposition

Segmentation
Strategy

Targeting Strategy

Points-of-Parity

Points-of-
Differentiation
Positioning
Statement

Brand USP

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