INSTITIUTE OF MANAGEMENT SCIENCES, LAHORE

Term Project for Marketing Management

The Project
Select a product/service o !our o"# c$oice a#d develop a %ar&eti#' pla# or o#e !ear as
per t$e outli#e 'ive# (elo")
Guidelines
*roduct/service selected or t$e pro+ect %ust (e approved (! t$e i#structor)
Na%es o t$e product/service %ust (e su(%itted or i#structor,s approval i# class
sessio# -)
T$e %ar&eti#' pla# s$ould (e realistic &eepi#' i# vie" stre#'t$s .i#cludi#'
resources/ a#d "ea&#esses o t$e or'a#i0atio#)
It s$ould also (e ac$ieva(le i# t$e ace o co%petitive a#d e#viro#%e#tal actors)
T$e pla# s$ould (e i#ter#all! co#siste#t i)e) all %ar&eti#' activities a#d ele%e#ts o
t$e %ar&eti#' %i1 %ust co#tri(ute to t$e ac$ieve%e#t o %ar&eti#' 'oals a#d %ust
support t$e i#te#ded a#d u#iied diere#tiatio# a#d positio#i#' strate'!)
A detailed actio# pla# %ust (e developed or all &e! strate'ies)
Weightage of Course Component
T$is course co%po#e#t carries 234 "ei'$ta'e i# t$e overall course co#te#t)
Deadline for Submission
Co%pleted ter% pro+ects %ust (e su(%itted or evaluatio# at t$e start o class 56)
Outline of the Marketing Plan
5) E1ecutive Su%%ar!7
A (rie su%%ar! o t$e %ai# 'oals a#d reco%%e#datio#s o t$e pla# or
%a#a'e%e#t revie")
2) Ta(le o Co#te#ts
8) Situatio# A#al!sis
9rie Histor! o Or'a#i0atio# a#d selected (ra#d)
E#viro#%e#tal Sca##i#'7 *EST A#al!sis
Mar&et A#al!sis
Ho" lar'e is t$e %ar&et or t$e product i# :uestio#;
Is it 'ro"i#', s$ri#&i#', or static;
<$at is t$e %ar&et s$are o t$e product;
<$at are t$e %a+or actors i#lue#ci#' t$e level o de%a#d o t$is product;
Ca# t$e %ar&et (e (ro&e# do"# i#to se'%e#ts; I so "$at are t$e %ost useul
(ases or se'%e#tatio#;
At "$at sta'e i# t$e product lie c!cle is t$e %ar&et;
Is de%a#d co#siste#t over ti%e or does it luctuate i# respo#se to ra#do% or
c!clical actors;
Co%petitors A#al!sis
<$o are t$e co%petitors servi#' t$is %ar&et;
<$at are t$eir stre#'t$s a#d "ea&#esses;
<$at is t$e (asis o co%petitio#; .price, :ualit!, eco#o%!, service, deliver!,
real o perceived diere#tiatio#, etc)/
Ho" lo#' $as eac$ co%petitor (ee# active i# t$e %ar&et;
<$ere is t$e co%petitio# vul#era(le;
<$at is t$e curre#t a#d pro+ected %ar&et s$are o t$e co%petitors;
A#al!0e t$e stre#'t$ o curre#t a#d pote#tial co%petitio# t$rou'$ *orter,s
Five Forces Model)
S<OT A#al!sis
Stre#'t$s = <ea&#esses7 Or'a#i0atio# Histor!, >alue C$ai# A#al!sis, S<OT
c$ec&list)
Opportu#ities = T$reats7 *EST A#al!sis, Mar&et A#al!sis, Co%petitors
A#al!sis)
8) A#al!0e 9u!er 9e$avior
<$o i#itiates t$e (u!i#' process;
<$at eve#ts or actors sti%ulate t$e #eed to purc$ase;
<$at criteria are used to evaluate alter#ative products;
<$at criteria are %ost i%porta#t a#d "ill t$e! c$a#'e over ti%e;
<$o %a&es t$e i#al (u!i#' decisio#;
<$o i%ple%e#ts t$e actual purc$ase tra#sactio#;
<$o uses t$e product o#ce t$e purc$ase $as (ee# %ade;
Ho" t$e product is used, evaluated a#d discarded;
?) Esta(lis$ Mar&eti#' Goals to (e Met;
.Goals are usuall! set i# ter%s o sales, reve#ue, proits, %ar&et s$are, 'eo'rap$ical
covera'e, #e" product.s/ i#troductio#, product = (ra#d i%a'e, etc)/
3) Revie" o Mar&et Se'%e#tatio# Strate'!
<$at is t$e curre#t strate'!, a''re'atio# or se'%e#tatio#;
<$at is t$e se'%e#tatio# strate'! o co%petitors;
Is t$e (asis or %ar&et se'%e#tatio# appropriate;
Ca# "e ide#ti! #e" se'%e#ts t$at ca# (e served;
Ca# si'#iica#t adva#ta'es (e 'ai#ed (! co%(i#i#' or su(dividi#' %ar&et
se'%e#ts;
6) Revie" o @iere#tiatio# = *ositio#i#' Strate'!
<$at it t$e curre#t diere#tiatio# = positio#i#' strate'!;
<$at is t$e diere#tiatio# a#d positio#i#' strate'! o co%petitors;
Is our positio#i#' (ased upo# stro#', avora(le a#d u#i:ue associatio#s;
@o "e #eed to c$a#'e our diere#tiatio# = positio#i#' strate'!;
6) *roduct Strate'!
Are t$e curre#t product eatures suita(le or ac$ievi#' t$e desired diere#tiatio#
= positio#i#';
<$at are t$e product strate'ies o co%petitors i# ter%s o product = service
:ualit!, eatures, si0es, varia#ts, pac&a'i#', a#d #e" product develop%e#t;
S$ould #e" product eatures (e developed or #e" product varia#ts i#troduced
i#to t$e %ar&et;
I #e" product varia#ts are to (e i#troduced, s$ould #e" product varia#ts (e
tar'eted to #e" se'%e#ts;
@o "e #eed to i%prove or redesi'# t$e product a#d/or its pac&a'i#';
Ne" product.s/ develop%e#t a#d lau#c$ pla#
Ho" ca# "e i%prove t$e :ualit! o services oered to t$e custo%ers .i#cludi#'
reduci#' lead ti%es, i%provi#' product availa(ilit!, stre#'t$e#i#' "arra#t! a#d
i%provi#' t$e :ualit! o ater sales services, etc)/;
A) *rici#' Strate'!
<$at is t$e prici#' o(+ective .survival, %a1i%i0e proits, %a1i%i0e reve#ue,
%a1i%i0e sales 'ro"t$ etc)/;
List price, price discou#ts a#d allo"a#ces
<$at are t$e prici#' strate'ies o co%petitors,7 list price, price discou#ts,
allo"a#ces, dealers, %ar'i#s, etc)
I a#! price i#creases are #ecessar!, "$at s$ould (e t$e ti%i#', %et$od a#d rate o
i#crease;
@oes prici#' strate'! support i#te#ded positio#i#';
Mar'i#s to dealers, "$olesalers a#d retailers
-) @istri(utio# Strate'!
<$at are t$e curre#t distri(utio# c$a##els;
<$at are distri(utio# strate'ies o co%petitors,7 #u%(er o c$a##els used,
c$a##el desi'#, ter%s "it$ dealers/distri(utors, uture distri(utio# pla#s, etc)
S$ould "e develop #e" distri(utio# c$a##els to e1pa#d t$e %ar&et or reac$ #e"
se'%e#ts selected a(ove;
<$at are t$e curre#t ter%s "it$ dealers/distri(utors; @o "e #eed to c$a#'e
e1isti#' ter%s i# order to ac$ieve our %ar&eti#' o(+ectives;
Are t$e curre#t a#d i#te#ded distri(utio# c$a##els co%pati(le "it$ t$e positio#i#'
strate'!;
B) Co%%u#icatio# Strate'!
Esta(lis$ co%%u#icatio# o(+ectives .a"are#ess, &#o"led'e, li&i#', preere#ces,
co#victio#, purc$ase, etc)/
<$at are t$e co%%u#icatio# strate'ies o co%petitors7 c$a##els used, %essa'e
co#ve!ed, (ud'et, etc);
<$at %essa'e do "e "a#t to co#ve! to t$e tar'et audie#ce;
<$at is t$e suita(le pro%otio#al %i1
*la# %a+or advertisi#' a#d pro%otio#al activities i#cludi#' o(+ectives, ti%i#' a#d
ve#ue o eac$ activit!)
@evelop detailed advertisi#' pla# i#cludi#' %edia selectio#, sc$edule a#d
re:ue#c! o ads)
@evelop co%%u#icatio# (ud'et
5C) Mar&eti#' 9ud'et
E1pe#diture o# all pla##ed %ar&eti#' activities
55) Sales Forecasts
@etailed sales orecasts i#cludi#' :uarterl! a#d %o#t$l! sales, sales or eac$
product varia#t, area "ise sales, etc)
Co%pariso# o sales orecasts "it$ previous !ear,s sales)

SWOT Checklist
Potential internal strengths
Potential internal weaknesses
Ma#! product li#es;
O(solete, #arro" product li#es;
9road %ar&et covera'e;
Risi#' %a#uacturi#' costs;
Ma#uacturi#' co%pete#ce;
@ecli#e i# R=@ i##ovatio#s;
Good %ar&eti#' s&ills;
*oor %ar&eti#' s&ills;
Good %aterials %a#a'e%e#t s!ste%s;
*oor %aterials %a#a'e%e#t s!ste%s;
R=@ s&ills a#d leaders$ip;
Loss o custo%er 'ood "ill;
I#or%atio# s!ste% co%pete#cies
I#ade:uate i#or%atio# s!ste%s;
Hu%a# resource co%pete#cies;
I#ade:uate $u%a# resources;
9ra#d #a%e reputatio#;
Loss o (ra#d #a%e capital;
*ortolio %a#a'e%e#t s&ills;
Gro"t$ "it$out directio#;
Cost o diere#tiatio# adva#ta'e;
9ad portolio %a#a'e%e#t;
Ne"Dve#ture %a#a'e%e#t e1pertise;
Loss o corporate directio#;
Appropriate %a#a'e%e#t st!le;
I#i'$ti#' a%o#' divisio#s;
Appropriate or'a#i0atio#al structure;
Loss o corporate co#trol;
Appropriate co#trol s!ste%s;
I#appropriate or'a#i0atio#al structure a#d co#trol s!ste%s;
A(ilit! to %a#a'e strate'ic c$a#'e;
Hi'$ co#lict a#d politics;
<ellDdeveloped corporate strate'!;
*oor i#a#cial %a#a'e%e#t;
Good i#a#cial %a#a'e%e#t;
Ot$ers;
Ot$ers;


Potential enironmental opportunities
Potential enironmental threats
E1pa#d core (usi#ess.es/;
Attac&s o# core (usi#ess.es/;
E1ploit #e" %ar&et se'%e#ts;
I#creases i# do%estic co%petitio#;
<ide# #e" %ar&et se'%e#ts;
I#creases i# orei'# co%petitio#;
E1te#d cost or diere#tiatio# adva#ta'e;
C$a#'e i# co#su%er taste;
@iversi! i#to #e" 'ro"t$ (usi#esses;
Fall i# (arriers to e#tr!;
E1pa#d i#to orei'# %ar&ets;
Rise i# #e" or su(stitute products;
Appl! R=@ s&ills i# #e" areas;
I#crease i# i#dustr! rivalr!;
E#ter #e" related (usi#esses;
Ne" or%s o i#dustr! co%petitio#;
>erticall! i#te'rate or"ard;
*ote#tial or ta&eover;
>erticall! i#te'rate (ac&"ard;
E1iste#ce or corporate raiders;
E#lar'e corporate portolio;
I#crease i# re'io#al co%petitio#;
Overco%e (arriers to e#tr!;
C$a#'es i# de%o'rap$ic actors;
Reduce rivalr! a%o#' co%petitors;
C$a#'es i# eco#o%ic actors;
Ma&e proita(le #e" ac:uisitio#s;
@o"#tur# i# eco#o%!;
Appl! (ra#d #a%e capital i# #e" areas;
Risi#' la(or costs;
See& ast %ar&et 'ro"t$;
Slo"er %ar&et 'ro"t$;
Ot$ers;
Ot$ers;