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Project Work Guidelines

Identify a new product launched by a company preferably in last five years + launched in India. I hope
that you all will have a new product launched in India in last five years.

Base Work: Describe organizational background / history in brief of the chosen

company and describe the product. (10 marks)

Analyse the following:

1. How this new product takes its place in the existing company product portfolio? For
example, as a new product line or addition to line length or depth? (10 marks)
2. Analyze the type of innovation for this new product? (05 marks)
3. Identify two major competitors and how this new product/brand is different from
these two major competitors in the market (say in terms of product features, pricing,
positioning and/or distribution strategies)? (20 marks)
4. Study which promotional media are used at the time of product launch (media
strategy). Identify the reason(s) for the choice of the chosen media? (10 marks)
5. As per information and your analysis what worked as critical factor in the marketing
strategy towards the success or failure of the new product? (05 marks)

Important dates:
 27 October (Tuesday): Identify the groups (5 or 6 members per group) and indicate
that which group has chosen which new product
 22 November (Sunday): Submit the base work + Q1, Q2 and Q3
 05 December (Saturday): Submit Q4 and Q5
 Submission will be online in doc file through e mail - anita.g@iiml.ac.in

Criteria for evaluation

# Component Weight
1. Content
• completeness, application of relevant theory, logic of analysis, use of
examples & evidence, conciseness, clarity (fully explained answers) 60

2. Organization, presentation & appearance

• coherence [sequentially logical, paragraphs & sentences in right order, etc.]
• unity [introduction, summary, closure, conclusion] 10

3. References [with full details, in case of web references – complete URL +

date when accessed] 10

TOTAL 80

Prof. Anita Goyal, IIML, PM Project Work, PGP, 2020