Project Guidelines: Thats It 2.13!

Subject: Marketing Strategy

Event Designed and Mentoring By Prof.Manmeet.Barve Page 1 of 8


DURATION OF THE PROJECT: 5 Jan 2013 23 Jan 2013
Thats It 2.13!
Archaeologies of the Future

IMPORTANT INSTRUCTIONS:
1. Any discussion about the project / product is prohibited outside the
class.
2. Missing of other lectures / days would lead to negative marking in my
subject.
3. Any discussion / thoughts sharing regarding the project/ product have
to be done with the allocated SUBJECT FACULTY / THEIR TEAM only.
IF ANY TEAM MEMBER FAILS TO FOLLOW THE ABOVE THREE INSTRUCTIONS,
THERE TEAM PARTICIPATION IN THE EVENT WOULD BE CAN CANCELLED.

PROJECT LEARNING FROM Thats It 2.13!
Theory is useful, absolutely necessary and totally useless if you don't put it into practice. It's
important to read as many articles and tutorials as you can find, and you'll never run out, there
are literally thousands of articles. In order for you to get anything out of them though, you have
to try them. Physically put into practice what you read, dreamed.
Getting into the habit of practicing to be creative sometimes takes time. Most people think
creativity should come naturally, that it should be spontaneous. When they try it they can't
understand why things aren't flowing effortlessly. A great many things hinge on your thinking
and the ability to do it freely. Stress and fatigue can contribute but your subconscious is a
driving factor.
Research continues to prove that creative thinking and problem solving skills are enhanced by
the challenging fun, play, learn and brain teasing activities give to the brain. And if you're
seeking expansion of your 'outside the box' thinking skills, this project of prototype product or
service will teach to best way of marketing plan (How to prepare and Use)
Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
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From the time you were tiny you are told to behave a certain way, don't do this, don't do that.
Most of these things are meant for your safety and well-being but as you get older you are
pushed into conforming to what the 'norm' is. As an adult, you are so constricted sometimes
that you begin to feel self-conscious about nearly everything. It makes being spontaneous
almost impossible. You've damped down your subconscious until it doesn't have a voice
anymore.
This is a way of making and pushing towards A CUSTOMER DRIVING MARKET!
LEARNING FROM THIS YEARS THEME: Thats It 2.13 Archaeologies of the Future
WHAT IS FUTURE MANAGEMENT?
The future cannot be foreseen exactly. On the other hand, practically all of your decisions
depend on the quality of your future knowledge. Future management offers a realistic and
professional way to deal with this problem that, at first sight, appears paradox.
Future management is the bridge between strategic management on the one side and futures
research on the other side. It describes the totality of all systems, processes, methods and tools
for the early recognition and analysis of future developments and their inclusion in strategies.
Future management closes the comprehension gap between frequently abstract, nebulous and
non-committal futures research and trend research on the one side and the practical
requirements of managers in companies on the other side. Future management helps to
systematically analyze the future of society, the economy, technology, politics and the
biosphere, to identify future markets within it, develop future strategies and build up future
competence.
Future management makes it easier, and in many cases possible at all, to use the results of
futures research as a resource for orientation and inspiration. We are not talking about
managing something literally in the future, but peoples current thoughts, assumptions, ideas,
convictions, beliefs, hopes and fears.
OBJECTIVE OF FUTURE MANAGEMENT
The objective of future management is to assist people and organizations in seeing more of the
future and future markets. In a business context in particular, you want to see more of the
future than your competitors.
o How will our market, work and life environments change in the next five to ten years?
o How should we prepare ourselves for possible surprises and developments in the
future?
o Which threats and opportunities for new markets, products, strategies, processes und
structures will develop out of these changes?
o What does our company need to look like in the next five to ten years in the sense of a
strategic vision?
o How should we design our strategy to realize the strategic vision?


Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
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BENEFITS OF FUTURE MANAGEMENT
A better competitive position: Future management provides knowledge on future
developments and therefore offers a time advantage over your competitors concerning the
development and implementation of strategies, products, processes and systems.
Safeguarding your future: Market changes, which are recognized too late or incorrectly
assessed, can quickly threaten your existence. Those who recognize possible dangerous
developments at an early stage can prepare for them with contingency strategies earlier and
therefore more easily.
Increased earnings: Future management identifies a large quantity of high quality future
markets and future opportunities and thus expands your scope to develop and exploit income
potential.
Cost savings: If you and your employees have a clear strategic vision of the desired future of
your company, the amount of coordination and conflict as a result of differences in direction is
significantly reduced. You can manage your company more easily. The increased efficiency and
effectiveness can be measured in relative cost reductions.
Improvements in strategic decisions: The more substantiated and robust your assumptions
on future environmental developments, the better the quality of your strategic decisions.
Improvements in motivation and confidence: The certainty of having comprehensively and
soundly answered the key questions on the future improves your employees motivation and
their trust in the future of your company.











Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
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PROCESS DOCUMENTATION
Project Charter (PC) , Gantt Chart , Brain Storming : Document to keep your team on
track with objective of the project and signature document makes the team realize their
responsibility
Marketing Plan: Most important document that gives idea that all team member are on
page for understanding the needs of target segment. It also gives the project sponsor an
idea of the direction in which the project team is moving and helps to correct direction
wherever required. 100 % quality execution should be the goal.
Project Close Up : Report Submitted at the end of the project

Document Submission


Date of Submission
Project Initiation : ( Marketing Department )

Part 1 : 1 Page ( Each )
Project Charter


Part 2 : Project Planning & Controlling ( 1 Page )
Gantt Chart Diagram : With task, subtask, assigned team responsibility ,
start and end date with duration on each Subtask

Part 3 : Segmentation


13 Jan 2013

( Soft Copy
And
Hard Copy )


Part 2 : Marketing Pre - Plan Documentation
( Template Given)
Min : 10 Page , Max : 12 Pages


17 Jan 2013

( Soft Copy
And
Hard Copy )

Project Execution : ( Go To - Market Execution )
( All details given below in the Document )

Part 4 :
BTL Activation : 10.30 am 11.30 pm
Outdoor : 1 Hour 30 mins ( All Time Evaluation )


Event Time : 12.00 pm 7.00 pm
Per TEAM : 35 Mins Only

Product Introduction : 3 mins ( FAB Explanation )
Indoor ( ATL ) : 7 mins ( Explanation Per team )
Powerpoint : Marketing Plan : 15 mins
Q & A Session : 10 mins
Brand Ambassador ( Details Given Below )


23 or 25 Jan 2013
( Event Day )

Project Closure :

Part 5 : 1 Page : Project Close Out Report

27 Jan 2012
(Hard Copy only )

Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
Event Designed and Mentoring By Prof.Manmeet.Barve Page 5 of 8


GUIDELINES TO DOCUMENTATION
Team must make project file and should updated. The project file is to be submitted by
the Team leader on the project closure day.
Template for each of the schedule documentation would be given for reference.
To follow same rules (Word 2010) as given in last semester.
Go-to-market plan should be realistic and practical
The Team leader should see to it that the team works as per Gantt chart schedule and in
case of slack or delay the important steps to be taken.
Soft copy or / and print out should be submitted on time or scheduled date.
GUIDELINES FOR MARKETING PLAN: POWERPOINT PRESENTATION
(Presentation: Simple Presentation Using Microsoft Office 2010 Templates)
Date for submission: 24 Jan 2013 (Event Day)
Content for the presentation: (15 Mins Per Team )
A. Value Selection & Creation :
1. Proper Introduction of the product or service allocated to your team
2. Description of constraints / Scenario Given ( Given in Product
3. Basis , Core , Expected and Augmented benefit of your product
4. Need Analysis or Need / Want of the product for the customer / consumer
5. Segmentation selected with reasoning
6. Positioning statement ( For the Consumer Mind )
7. Positioning Impact On Consumer Mind
8. Value Proposition
B. Value Delivery :
1. Markets targeted / selected with reasons
2. Distribution and channel plan with reasons
3. Any other alternative distribution plan
C. Value Communication :
o One Promotional Plan / scheme For Customer
o Sales pitch ( 1 Min )
D. Price To Capture Value
o Pricing plan ( With Reason )



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GUIDELINES FOR ATL AND BTL ACTIVATION

Thats It 2.13 Event : Submission


Dates

Outdoor Activity
( From 10.30 pm 11.30 pm )


Day Of Event :23 or 24 Jan 2013

1 Full Length- Video Ad
( English / Hindi Length :
Min: 25 Sec and Maxi: 35 Sec)
( Starting Of the Presentation )

2 Short Edited Length- Video Ad
( English / Hindi Length :
Min : 12 Sec and Max : 20 Sec )
( Starting Of the Presentation )


Day Of Event : 23 or 24 Jan 2013

1 Radio Ad
( English / Hindi Length :
Min : 30 Sec and Max : 45 Sec )
( Starting Of the Presentation )


Day Of Event : 23 or 24 Jan 2013


2 Prints Ads ( Soft Copy Jpeg Format )
( Starting Of the Presentation )


Day Of Event : 23 or 24 Jan 2013
Submission: On the Day if the Event
Submission Quantity Language used
TV / Video Advertising 2 English / Hindi
( Read Guidelines )
Radio Broadcasting
Media
1 English / Hindi
( Read Guidelines )
Print Ad 2 Only English
Outdoor Activity Read Guidelines Only English

* BUDGET: The broadcasting Media budget should not exceed Rs.600 /- Per Team.





Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
Event Designed and Mentoring By Prof.Manmeet.Barve Page 7 of 8

BROADCASTING / VIDEO ADVERTISING: LIGHTS, CAMERA, ACTION
VIDEO SCREENING: Would happen on the project closure day or THATS IT 2.13 Event day.

VIDEO LENGTH: Min: 25 Sec and Maxi: 35 Sec (Negative Marks For Extra Time)

1 Full Length- Video Ad
(English / Hindi Length: Min: 25 Sec and Maxi: 35 Sec)
(Starting Of the Presentation)

2 Short Edited Length- Video Ad (Edit From Full Length Video )
(English / Hindi Length: Min: 12 Sec and Max : 20 Sec )
(Starting Of the Presentation)

LANGUAGE OF COMMUNICATION: English / Hindi
(Only 1 If TV is English then Radio has to be Hindi, if Radio is Hindi then TV is English)

The parameters of evaluation are content, idea, appeal used (message content), quality
parameters and idea execution.
Positioning of all ATL / BTL activities has to be consistent
Read about the Go-to Market Plan properly and discuss with your Team
Define ideas that address the segment , theme and appeal been used
Deliver your key messages early in the video, because users may not watch the full
length. Play rates drop off significantly after time is over
Be clear about what your business offers and your message, since the video may be your
important communication with a target segment.
Prepare a simple storyboard having Positioning, Target Segment and Value proposition
Video content should be entertaining, informational and relevant to what your business
offers. You only have a captive audience if they choose to continue watching your ad,
and viewers can drop off at any time. Users are more likely to view most of the content if
the video has an entertaining storyline and if they are able to learn about your product's
features through the video.
Select the location you want to film
An video ad can be anything : People, Character, Words, Cartoons, Audio
Some important Checklist: Lights, Clothes, Background, Make-Up.
Camera angle: General footage from the cliff top; Close-ups of people.
Make sure the audio is clear and easily understood: Dubbing after preparing the video is
can be the best practices and less tedious.
Video ads allow you to use both sight and sound to communicate with your consumers,
so make sure that the voices and sound tracks you use complement your overall
message. If you're using a soundtrack, the music should not drown out any voices.
Consider use of props, humour, art work ...be creative. Its Your Movie (Ad )!
Use Tripod: Nothing says amateur more than a shaky, handheld camera. Tripods allow
smooth and controlled level shooting, especially when tilting up and down or panning
right to left.
Edit the video with you product name, product logo, Physical Product.
Please Do NOT use Brand Ambassador/ Icon in the video Ad
IMPORTANT: The initiation 10 sec clip (Still Clip) should mention Team number,
Team Member Names, College Logo and Address , Product , Product Name.
Content that is considered inappropriate includes, but is not limited to :
o Offensive, lewd or obscene images, language or nudity
o Hate speech
o Acts that are inherently dangerous to perform, even for skilled experts
o Acts depicting violence or the infliction of bodily harm
Project Guidelines: Thats It 2.13! Subject: Marketing Strategy
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RADIO BROADCASTING MEDIA

AUDIO SCREENING: Would happen on the project closure day or THATS IT 2.13 Event
day.
VIDEO LENGTH : Min 30 Sec and Maxi : 45 Sec
LANGUAGE OF COMMUNICATION : English / Hindi ( Only 1 If TV is English then
Radio has to be Hindi, if Radio is Hindi then TV is English )
FOLLOW THE SAME GUIDELINES AS ABOVE TAKING INTO CONSIDERATION THE
AUDIO MODE OF MESSAGE COMMUNICATION


PRINT ADVERTISING (2 PRINT ADS)

PRINT SCREENING: Would happen on the project closure day or THATS IT 2.13 Event day.
Print Ad 1 : Informative Print Ad ( Size : A4 Sheet ) Show Case Format : jpg & Hard copy
Print Ad 2 : Persuasive Print Ad ( Size : A4 Sheet ) Show Case Format : jpg & Hard copy
Read Theory of Informative and Persuasive Advertising
GUIDELINES FOR OUTDOOR ACTIVITY / ADVERTISING
NO ONE ALLOWED STICKING / COLOURING ANYTHING ON THE COLLEGE WALLS
/ COLOUMS / STAIRS.
WRITING THE ROAD : With Limestone / Erasable Paints only allowed
PLEASE USE INNOVATIVE WAYS / ALTERNATIVES TO PRESENT YOUR OUTDOOR
ADVERTISTING.
AREA OF OUTDOOR EXECUTION :
Main vehicle parking to any college area ( Internal & External).
Every banners / pop-ups / tents/ standee / poster should mention the team
number
No use of flex banner only handmade banners or pop-up should be used. Yes, standee
borrowed from friend or relative is fine.
Handmade BANNERS / POP-UPs / TENTS/ STANDEE / POSTER would be appreciated.
The budget for outdoor activity should not exceed Rs.600 / - Per Team.
Teaser campaign can start on 19 Jan 2013
GUIDELINES FOR OUTDOOR BRAND AMBASSADOR
Only One Member of the team should be dressed as a brand Ambassador given to
the each team.
The brand ambassador cannot be used in Video / Print / Outdoor activities.
The dress for brand ambassador should be made at home and not brought from a
rental shop.
The brand ambassador would be interviewed by the evaluation team on brand
association with the given product or service.
The more brand ambassador personifies the personality given, the better.