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Project Work
For the project work choose a product preferably from last five years.

Base Work: For the task, describe organizational background and history of the chosen
company + the company product portfolio with clearly showing how the identified product/
brand is placed within the product portfolio + about product/ brand in nutshell. (20 marks,
Submission by 27 September 2015)
Group 1- Packaging Change
Identify a product/brand (a good) whose packaging is being changed. Choose a product
category with high relevance of packaging. Analyse the following:
- What all changes have been made in the packaging? How these new changes changed
the previous packaging? (10)
- Why these changes have been made? You may have your own analysis based on
collected data even if no clear data is available. (10)
- How the change affected or impacted the sales/success or failure of the brand? There
may be availability of some sales data or news report or may talk to a few consumers,
if possible. (10)
- How the changed packaging provides/does not provide the competitive advantage?
Compare with the main competitor of the chosen brand and critically analyze. (10)

Group 2- Packaging Comparison

Identify a physical product category (a good) in which packaging is a significant or essential
part of the product. In the identified product category, choose one brand as prime brand to do
the analysis (it may be the market leader). Analyse the following:
- Compare the packaging colour of similar kind of products or brands keeping in
consideration the position of prime chosen brand, if required. Analyze the similarities
and differences. (20)
- Do the analysis regarding significance of packaging colour(s) to the products/ brands.
You may have data on colour meanings w.r.t. product. (10)
- How the packaging colour provides the competitive advantage? Compare the prime
brand with other brands and critically analyze. (10)
(This exercise can be done for variants within same brand.)

Group 3- Product Line Addition

Identify a company which has added a new product line in its product portfolio. Analyse the
following:
- What do you think that why the company has added this new product line? (10)
- How this new addition has affected the revenue or sales and total standing of the firm
in the market (change in stock prices or image or competitive advantage or more
market coverage or )? (10)
- Does this new line add value or benefit to the consumer? Why and How? (10)
- Is this new addition is consistent with the existing portfolio of the company? (10)
Dr. Anita Goyal, IIML, PM Project Work, PGP

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Group 4 & 5- Product Improvements

Identify an Indian product which is being changed over a period of time say in last 4-5 years.
Analyse the following:
- What changes are being made in the product? Are these changes made once in last 4-5
years or on the continuous basis? Track the timeline with changes. (10)
- As per your analysis or data, why these changes have been made in the product? (10)
- Do these changes give competitive advantage to the company? Compare with major
competitor. (10)
- Do these changes proved beneficial for the consumer? (10)

Group 6- Product Length Strategy

Identify a company which has added a new product within its existing product line in its
product portfolio. Analyse the following:
- Why the company has added this new product in the line? (10)
- Is this addition an upward line stretch or a downward line stretch or neutral in nature?
Justify with reason. (10)
- How this new addition has affected the revenue or sales or profits and total standing
of the firm in the market (change in stock prices or image or )? (10)
- Does this new line add value or benefit to the consumer? Why and How? (10)

Group 7 & 8- Product Design

Identify a product for which design is a very critical factor. Analyse the following:
- Why design is important for the chosen product/brand? Describe the current product
design. (10)
- Are there any changes in the design of the product in last 5 years? If yes, what are
these changes; and if there are no changes made, suggest on your own any two
changes in the design to make it competitive. (10)
- Identify the major competitor for the chosen product? Compare the designs. Are there
any advantages or disadvantages in the design of chosen product? (10)
- Do the changes as indicated in point two above (either made by the company or
suggested by you) proved / may prove beneficial for the consumer and for the
company? (10)

Group 9 & 10- New Product Marketing Strategies

Identify a new product being launched in Indian market and analyse the following:
- Analyze the degree of innovation and/or type of innovation for this new product?
How this new product differs from the existing products in the portfolio? (10)
- How this new brand is different from the existing major brands in the market?
Indicate the major differences with the close competitor. (15)
- Study the launch strategy for this new product/ brand, that is pricing, distribution and
promotion strategies. Identify innovations in launch strategy, if any. Justify that why
these changes are innovative in nature. (15)

Dr. Anita Goyal, IIML, PM Project Work, PGP

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Important dates:
- Wednesday - 16 September: identify the groups
- Sunday - 20 September: indicate the project chosen by each group. Identify and
communicate the project to be done, product category and product/ brand on which
the group will do the project.
- Project Review:
Monday - 5 October: slot in timetable will be indicated. Will be
communicated.
Final review: through email
- Submission
Submit the base work by 27 September evening (Sunday)
Submit the complete project report by 18 October evening (Sunday)
Submission will be online in doc file at email: anita.g@iiml.ac.in

Criteria for evaluation

# Component
1. Content
completeness, application of relevant theory, logic of analysis, use of
examples & evidence, conciseness, clarity (fully explained answers)
2.

3.

4.

Weight

60

Organization, presentation & appearance

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

10

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

date when accessed]

10

Group Project Review

clarity of communication
how the group handles the questions and answer them
TOTAL

Dr. Anita Goyal, IIML, PM Project Work, PGP

20
100