PROJECT GUIDELINES - IMC

Objectives:
To help analyze a brands current market situation from the point of
promotion and develop communication strategy.
The task:
Choose a brand in an Indian consumer market and define the product
category.
Collect as much data as possible about the brand & its positioning, benefits,
market performance (sales/ market shares), brand image and awareness,
communication expenditures over the years and with respect to competitors
from the published sources company website/ secondary sources/ market
information databases (marketline/ datamonitor/ GMID/ WARC) in the
online library of the institute.
Try to find its previous campaigns and analyze them.
Try to understand the consumers/ key target audiences behavior. Their
familiarity and favorability based on past researches available, if any, from
secondary published sources/ by collecting primary data using a few
qualitative interviews/ other qualitative methods.
Develop communication objectives for the next round of advertising
campaign for the brand (specify the period of the campaign i.e. for next year/
next quarter)
Develop a communication strategy (creative brief) very clearly specifying and
substantiating each element of creative brief as discussed in the class. Also,
detail and substantiate your decisions with regard to source and appeals.
Design a campaign idea and a set of executions (copy/ dummy art/ script/
storyboards, etc.)
(Note: The communication strategy & executions as mentioned above should focus on future
campaign based on analysis of past/ current data. Thus, it is a Speculative campaign planning for a
specific brand. )

The team:
The project is required to be done in a group of not more than 6 (same groups
as formed for case assignments)
Submission Schedule:
The project Reports and supporting work should be submitted through
Blackboard interface. If submission files are heavier, submit them to the
course teaching assistant.
Submission of:
o Group name, members, category and brand selected by middle of
November 08.
o Situation analysis report and Creative brief/ communication strategy
by November 15.
o Creative executions by November 20.
All submissions by groups through Virtual Classroom. Class Co-co can
facilitate the process.