SDM project

Choose a Product category

Identify three brands
One MNC
One National
One Regional

For each brand study the Marketing and

selling aspects

Marketing
Identify current behaviour
Identify the marketing strategy
Study the advertisements/ secondary sources
to understand the positioning
Attributes the company is positioning

Identify what marketing trying to achieve

(map it on the generalized frmaework).

Generalized framework
Low uncertainty of
untried brands
Low
Buying beh:
differences Picking
between
brands
High
Buying beh:
differences Variety seeking
between
brands

High uncertainty of
untried brands
Buying beh:
Habit

Buying beh:
Problem solving

Selling
Study the selling activities
Discuss with the retailers (for push related
info)
Consumer schemes
Pricing/ discounts

Identify the impact of the selling activities

on the attributes the company is
promoting.
Map selling effort on matrix

Evaluation
Based on the marketing and selling
activities identify:
Gaps in achieving the marketing goals (brand
wise)
Possible areas of conflict between marketing
and selling (brand wise)

Recommendations for brands

Comparative analysis of MNC/ National/
Local brands.
Implications for marketers