PGDM End Of Course Group Project – PGDM 2020

Objectives

To apply Consumer Behaviour concepts to a real life situation

To decode Consumer Behaviour changes given the Environmental Factors
To understand how Personal Difference can affect the Consumer Attitudes
To develop a hypothesis on how Consumer Behaviour will change over the short and
medium term
To create a template for companies to develop marketing activities to engage with the new
Consumer Behaviour paradigms

Situation

Your Group is the special think tank that has been set up by Company A to understand the
way Consumer attitudes are changing [during COVID Lockdown] and how that will impact
their attitudes and consumption behavior in the mid term and long term.

Each Group is welcome to pick a Target Company [and a Target Consumer]. For example you
could be doing this project for Parle Agro which markets fruit drinks to Kids [5 to 12 years]
and Teenagers; OR for Unilever that markets Horlicks aimed at Women 28 to 35. Ideally
pick a product category [and a TG].

The project is more to get you to immerse into consumer’s life and how it is changing and
will keep changing over the next months.

Consumer segments can be seen as broadly along the following lines. Two groups may have
overlapping consumer segments. But Target Company and Target Product category should
be unique to each group :

- Kids 5 to 12 years
- Teenagers 13 to 19
- Young adults 20 to 28
- Men 28 to 35
- Women 28 to 35
- Men 36 to 45
- Women 36 to 45
- Men 45 to 55
- Women 45 to 55
- Men / Women 55+

Process :

Do secondary research on the Internet to understand the conversations happening in the

selected TGs.
Speak with at least fifteen [ideally 25] from your TG to understand their current state of
mind and what their state of mind will be one year ahead. Attempt to ask the following
questions:

- What was your behavior before the lockdown [in general and with respect to the
Target Product]
- What has been the experience during the lockdown
- What are the new things you learnt during the lockdown
- How do you think this has changed your views about buying products and services?
- What products will you want to buy immediately? What product will you buy in the
next three months?
- Imagine you go to sleep and wake up in June 2021. What do you see around you?
How is it different from Jan 2020 and May 2020 ?
- What do you think are the changes you will see in what people are buying and using?
-

Findings:

Based on your secondary research and your primary investigation, develop a blueprint for
the imaginary company you are working in. What should the company do in terms of
marketing its products or services? What could be innovation opportunities? What
behavioural interventions will be needed to stimulate demand? What products will fail to
retain their appeal?

Conclusion

What lesson can you take out of your exercise? How can you apply your learning to other
Target Companies / Target Consumer.

Norms

Each presentation should be of about 20 minutes [restrict your presentation to maximum 25

slides]; with five minutes for Q&A. At least three of the Group members will have to present
the findings to the Class. Marks will be given for the quality of the presentation and the
content of the presentation. All Groups will have to upload the presentation on EKosh
before the class. Presentation will be in random order.