COURSE PRINCIPLES OF MARKETING

LEVEL, QUAL POST GRAD, MA MARKETING, MA HRM

INSTITUTE INSTITUTE OF ADMINISTRATIVE SCIENCES, UNIVERSITY OF THE PUNJAB
ASSESSOR GOUHAR PIRZADA
ASSIGNMENT TITLE : MARKETING STRATEGY FOR FAILED PRODUCTS
SCENARIO: YOU ARE WORKING FOR A DOMESTIC R&D FIRM, CURRENTLY STUDYING THE FAILURE STORIES OF LOCAL PRODUCTS IN
THE MARKET OF L AHORE . YOU HAVE BEEN ASKED BY YOUR MANAGER TO THOROUGHLY STUDY THE PAST AND CURRENT PRACTICES
OF THE BUSINESS , YOU ARE REQUIRED TO WRITE A RESEARCH REPORT SHOWING HOW CAN THE COMPANY ADOPT NEW
CONTEMPORARY MARKETING PRACTICES TO DEVELOP ITSELF AS A BRAND AGAIN . CONDUCT A PRIMARY AND SECONDARY
RESEARCH ALONG WITH MARKET ANALYSIS AND PRESENT RECOMMENDED INFORMATION FROM THE RESEARCH . THIS WILL BE
PRESENTED IN THE FORM OF A REPORT AND PRESENTATION.

– P LAN, ORGANIZE AND CONDUCT :

 CREATE GROUPS OF MEMBERS BETWEEN 4 -5 PERSONNEL
 ASSIGN ONE FOCAL PERSON FOR COMMUNICATION
 IDENTIFY A FAILED PRODUCT AND GET IT APPROVED FROM ASSESSOR
 LAUNCH THE PRODUCT WITH A NEW MARKETING PLAN IN LAHORE
 CONDUCT PRIMARY AND SECONDARY RESEARCH
 USE 3 PRIMARY AND 3 SECONDARY RESEARCH TECHNIQUES
 USE 4 – 5 THEORETICAL MARKETING FRAMEWORKS
 DESIGN AND PRESENT THE LOGO, TAG LINE / SLOGAN
 CREATE A TV COMMERCIAL ADVERTISEMENT BASED ON YOUR NEW MARKETING PLAN
 PRESENT YOU RESEARCH FINDINGS TO SUPPORT YOUR PLAN
 E ACH GROUP MEMBER MUST PRESENT 1 FRAMEWORK WITH THE REMAINING PORTION OF THEIR CONTRIBUTIONS
 DIVISION OF WORK MUST BE SUBMITTED IN REPORT

 IDENTIFY PRODUCT AND ORGANIZATION:

 IDENTIFY A PRODUCT FROM THE DOMESTIC MARKET ORGANIZATION WHICH PREVIOUSLY FAILED (DIDN’T PERFORM
WELL ) IN L AHORE
 GIVE A BRIEF INTRODUCTION ABOUT CHOSEN ORGANIZATION AND ITS PRODUCT AND EXPLAIN THE REASONS FOR
ITS FAILURE

 PREPARE MARKETING PLAN WITH THE FOLLOWING CONTENT .:

 CONDUCT A MARKETING AUDIT AND IDENTIFY THE MARKETING PLAN OBJECTIVES AND STRATEGY
 ENVIRONMENT ANALYSIS OF THE CURRENT MARKET STRUCTURE & COMPETITORS
 USE THREE PRIMARY AND THREE SECONDARY RESEARCH TECHNIQUES FOR YOUR FINDINGS
 IDENTIFY YOUR MARKET SEGMENTATION, TARGETING, POSITIONING AND DIFFERENTIATION
 IDENTIFY AND EXPLAIN THE RECOMMENDED ELEMENTS OF MARKETING MIX
 IDENTIFY AND APPLY ANY OTHER 4 – 5 FRAMEWORKS
 HOW PRODUCTS ARE DEVELOPED AT YOUR COMPANY TO CREATE AND SUSTAIN A COMPETITIVE ADVANTAGE

 PRESENTATION :
 SUBMIT YOUR FINDINGS IN A MARKET RESEARCH REPORT
 PRESENT THE FINDINGS IN FORMAL PRESENTATION
 PRESENT YOUR 45-60 SECONDS TV COMMERCIAL ADVERTISEMENT (TO BE MADE WITH MOBILE PHONE )
 PRESENT ANY CHANGES TO PRODUCT PACKAGING
 TIME MANAGEMENT MUST BE STRICTLY FOLLOWED (20 MINUTES FOR EACH GROUP)
 PRESENTATION OF PRODUCTS , DESIGNS / MODELS CAN BE DISPLAYED ALONG WITH THE PRESENTATION
NOTICE FOR PRIMARY AND SECONDARY MARKET RESEARCH :
USE THREE PRIMARY RESEARCH FROM THE FOLLOWING

 OBSERVATION & EXPERIENCE

 SURVEY METHODS ( 100 QUESTIONNAIRES )
 INTERVIEW ( TOTAL 3, INCLUDING AT LEAST ONE FROM THE ORGANIZATION )
 FOCUS GROUPS

USE THREE SECONDARY RESEARCH FROM THE FOLLOWING

 PUBLIC SOURCES ( GOVERNMENT DEPARTMENTS, PUBLIC LIBRARIES)

 ONLINE RESOURCES
 ACADEMIC THEORIES , CONCEPTS , FRAMEWORKS
 PUBLISHED OR NOT PUBLISHED JOURNALS
 PUBLISHED OR NOT PUBLISHED ARTICLES
 PUBLISHED OR NOT PUBLISHED CASE STUDIES
 COMPANY DATA , REPORTS , DOCUMENTS

PROVIDE MAXIMUM EVIDENCES AND SOURCES OF YOUR WORK :

 REPORT
 INTERVIEW RECORDINGS
 100 – 150 QUESTIONNAIRES
 PICTORIAL EVIDENCE OF OBSERVATION, INTERVIEWS , VISITS
 BUSINESS CARDS OF PEOPLE INTERVIEWED
 PRESENTATION
 TV COMMERCIAL ADVERTISEMENT

GUIDANCE FOR RESEARCH REPORT WRITING :

 USE RECOGNIZED BUSINESS FORMATS FOR PRESENTING THE WORK

 USE APPROPRIATE SOFTWARE IN PRODUCING THE WORK
 USE 11 POINT ARIAL OR TREBUCHET SCRIPT WITH 1.5 LINE SPACING
 INCLUDE PAGE OF ACKNOWLEDGEMENTS , EXECUTIVE SUMMARY AT BEGINNING OF REPORT
 GIVE REFERENCES , BIBLIOGRAPHY AT THE END OF REPORT

THIS TASK IS CONSIDERED AS THE FINAL MAJOR PROJECT AND ASSESSMENTS WILL BE DONE ON INDIVIDUAL PERFORMANCES
WORK WITH YOUR HEART , MIND AND SOUL TO GIVE YOUR BEST !!
GOOD LUCK !!