PART 1: (--- Assignment 1- 5th December)

The PRODUCT has been assigned to you by your instructor. For now, you need to do the
following:

Products Name and Colour Schemes for Packaging (NO FURTHER DETAILS)
Which Marketing Strategies do you intend to follow from the Product/Market
Expansion Grid and WHY- explain in detail, steps you intend to take in order to
implement the chosen strategy.
The customers perceived value/ benefits regarding the product? (Consult book)
Competitors Analysis (For now, in MARKET)
How will you build profitable relationship with your customers?
PART 2: (Assignment 2: Date will be announced after MIDS)
Customer Driven Marketing StrategySegmentation and Target Marketing
The most important part for an organization is to decide:

Which customer to serve?

How will they serve the customers?

This step is extremely important and you need to be very careful when choosing
Segmentation and Targeting strategy. For this purpose, do as follows:
Segment the consumer markets on the bases of segmentation variablesyou may
use a combination of 2 or more variables. (Keep in mind, you will have to give a
justification for selection of variables)
While segmenting the consumer markets, make sure you fulfil the
requirements for effective segmentation (Measurable, Accessible, Substantial,
Differentiable and Actionable)
Next step is to select the target market segments. You have to select the
segment/segments which seem most attractive for your product. Here, you need to
decide which Market Targeting Strategy is most appropriate for your company.
(Justify)
Customer Driven Marketing Strategy--- Differentiation and Positioning
Choose a differentiation and positioning strategy. For that purpose, do as follows:
Identify possible value differences and competitive advantages based on 5
factors discussed in class
Choosing the right competitive advantage and promote the right difference
Finally, selecting an overall positioning strategy (types of value propositions
which one will you choose and why?)
After choosing the value proposition, you need to design a value
proposition for the company / In case you plan to use the existing, then
which type of Value Proposition is it?
1

REPORT WRITING
Please follow the guidelines for report submission:
Report Format:
For Round 1: 10-15 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.
Please provide reference in () in case of any factual information provided.
Report Structure:

Acknowledgement
Table of contents
Executive Summary
Report Body (as per the project outline)
Conclusion
References
Appendices