1) Report Submission on Tuesday (2 Sept 2008 by 10 am morning) 10% deducted for late submission
2) 3 Copies of reports to be submitted.
3) 15 minutes presentation (timed by clock!)
4) 15 minutes questioning
5) Stictly formal dress from head to toe
Group 1 : Mridul 1.45 pm
Group 2 : Priyanka 2: 15 pm
Group 3 : Himanshi 2: 45 pm
Group 4 : Arshia 3: 15 pm
Group 5 : Vasudhara 3:45 pm
Group 6 : Ayesha 4: 15 pm
Group 7 : Vasundha 4:45 pm
Priya Mary Mathew
Thursday, August 28, 2008
Jury 1 Requirements : 3 Sept 2008
Idea Generation
The purpose of this document is to provide you with guidelines for preparing a proposal plan. You should be aware that there is no ‘ONE WAY’ to do the plan, however, all Proposal plans have certain elements in common. While the outline provided here does not have to be followed precisely, most of the elements listed would normally be addressed in a thorough this plan. As you work on your you should be aware that planning is something of a competitive exercise. When all the plans are submitted, one or two will clearly be better than the others because the planners were more thoughtful and creative and also because more attention was paid to detail, appearance, and presentation.
What is a marketing plan?
One definition of a marketing plan states that, “A marketing plan is a written document
containing the guidelines for the business unit’s marketing programs and allocations over
the planning period.” (Lehman and Winer 2002) The marketing plan can and should be
an essential document for organizational success. A well thought out marketing plan
should:
• act as a road map.
• assist in management control and implementation of strategy.
• inform new participants of their roles in implementing the plan and reaching
objectives.
• assist in helping to obtain resources for implementation.
• stimulate thinking and better use of limited resources.
• help in the organization and assignment of responsibilities, tasks, and timing.
• help you become aware of problems, opportunities, and threats in the future
(Cohen 2001)
The marketing plan is an operational document that is created at the business level of the
organization. The plan may address a multiple year time horizon but it should be
reviewed and updated on an annual basis. Plans tend to fall into one of two categories: a
new product/service introduction plan or an annual marketing plan that addresses
products and/or services that are already in your company portfolio.
Jury 1 : Defense of your idea : Report
The format outline provided here is drawn from a variety of sources that are identified
throughout this document. The report must be spiral bound. Referencing and citations must be absolutely perfect. At additional elements,
which add to the quality of your plan, may be added at your discretion.
I. Cover Page
a. The cover page should identify the entity for which the plan is prepared,
the author(s), and the date of presentation.
b. It creates the first impression of your plan for the reader. Remember: You
never get a second chance to make a first impression.
II. Executive Summary (This should briefly summarize the plan for the reader.)
a. It is typically one to three pages but shorter is better.
b. It is usually written last.
III. Table of Contents
a. The TOC should make it easy for the reader to go directly to the sections
they are interested in.
b. Entries in the TOC should be clear with page numbers.
IV. Situation Analysis (Use an introductory paragraph to describe what you will
accomplish in this section.)
a. Market Summary (An introductory paragraph should summarize this
section. It may be all that is read.)
i. Market Description and Attributes
1. Geographic
2. Demographic
3. Psychographics
4. Behavioral
ii. Market Needs
1. What is the need you seek to fill?
2. What value are you providing?
iii. Market Trends
1. What factors are changing for the business or market?
2. What new trends have we observed that can be taken
advantage of?
iv. Market Growth
1. Is the market expanding, shrinking, or flat?
2. You should be able to cite external data here.
b. SWOT Analysis (You could describe briefly what this section is used for.)
i. Strengths
1. Internal factors that add value and describe positive
tangible and intangible attributes
ii. Weaknesses
1. Internal factors that detract from our competitive position.
iii. Opportunities
1. External factors in the market or environment from which
we can benefit.
iv. Threats
1. External factors, usually beyond our control that represent
potential (or actual) threats to the successful
implementation of your plan.
c. 5 Forces / Competition
i. Describe your major competitors in terms that most influence
revenues.
d. Product or Service Offering
i. List and describe the product(s) and/or service(s) that you offer.
ii. As you identify them, think in terms of customer needs and
benefits.
e. Critical Issues and Keys to Success
i. Identifying more than three or four priorities is usually less
effective.
ii. Draw from the SWOT analysis
f. Historical Review
i. Briefly summarize past marketing activities and resulting trends
g. Macroenvironment
i. Consider broad macro trends that may affect your success.
ii. Should consider (but not necessarily address) the following
environmental factors:
1. Demographic
2. Economic
3. Technological
4. Political/Legal
5. Social/Cultural
h. Target Markets
i. This section should address segmentation strategies.
ii. It should then discuss selection of target markets.
V. Appendices and Supporting Information
a. References
b. Attach any and all appropriate supporting documents.
Grading in Jury 1
Your idea / plan will be scored according to the following criteria. The major sections of the plan as discussed above. Primary evaluation (80%) of these sections will be based on completeness, thoroughness, and quality of analysis and conclusions. The minor sections (Cover Page, Executive Summary, Table of Contents, Appendices and Supporting Information) will be allocated secondary evaluation (20%) grades. These sections will be evaluated primarily on completeness and thoroughness.This evaluation will be based on
the professional quality of your work. It will include appearance, spelling, grammar,
layout and all of the many minor elements that can make a good piece of work seem bad.
References
Best, R. J. (2000). Market-Based Management. Upper Saddle River, NJ, Prentice-Hall.
Cohen, W. A. (2001). The Marketing Plan. New York, John Wiley & Sons, Inc.
Kotler, P. (2000). Marketing Management. Upper Saddle River, NJ, Prentice-Hall.
Lehman, D. R. and R. S. Winer (2002). Analysis for Marketing Planning. New York,
McGraw-Hill.
Palo Alto Software (2002). Marketing Plan Pro. Palo Alto, CA, Palo Alto Software.
Further Reading
http://www.businessplans.org/Market.html
The purpose of this document is to provide you with guidelines for preparing a proposal plan. You should be aware that there is no ‘ONE WAY’ to do the plan, however, all Proposal plans have certain elements in common. While the outline provided here does not have to be followed precisely, most of the elements listed would normally be addressed in a thorough this plan. As you work on your you should be aware that planning is something of a competitive exercise. When all the plans are submitted, one or two will clearly be better than the others because the planners were more thoughtful and creative and also because more attention was paid to detail, appearance, and presentation.
What is a marketing plan?
One definition of a marketing plan states that, “A marketing plan is a written document
containing the guidelines for the business unit’s marketing programs and allocations over
the planning period.” (Lehman and Winer 2002) The marketing plan can and should be
an essential document for organizational success. A well thought out marketing plan
should:
• act as a road map.
• assist in management control and implementation of strategy.
• inform new participants of their roles in implementing the plan and reaching
objectives.
• assist in helping to obtain resources for implementation.
• stimulate thinking and better use of limited resources.
• help in the organization and assignment of responsibilities, tasks, and timing.
• help you become aware of problems, opportunities, and threats in the future
(Cohen 2001)
The marketing plan is an operational document that is created at the business level of the
organization. The plan may address a multiple year time horizon but it should be
reviewed and updated on an annual basis. Plans tend to fall into one of two categories: a
new product/service introduction plan or an annual marketing plan that addresses
products and/or services that are already in your company portfolio.
Jury 1 : Defense of your idea : Report
The format outline provided here is drawn from a variety of sources that are identified
throughout this document. The report must be spiral bound. Referencing and citations must be absolutely perfect. At additional elements,
which add to the quality of your plan, may be added at your discretion.
I. Cover Page
a. The cover page should identify the entity for which the plan is prepared,
the author(s), and the date of presentation.
b. It creates the first impression of your plan for the reader. Remember: You
never get a second chance to make a first impression.
II. Executive Summary (This should briefly summarize the plan for the reader.)
a. It is typically one to three pages but shorter is better.
b. It is usually written last.
III. Table of Contents
a. The TOC should make it easy for the reader to go directly to the sections
they are interested in.
b. Entries in the TOC should be clear with page numbers.
IV. Situation Analysis (Use an introductory paragraph to describe what you will
accomplish in this section.)
a. Market Summary (An introductory paragraph should summarize this
section. It may be all that is read.)
i. Market Description and Attributes
1. Geographic
2. Demographic
3. Psychographics
4. Behavioral
ii. Market Needs
1. What is the need you seek to fill?
2. What value are you providing?
iii. Market Trends
1. What factors are changing for the business or market?
2. What new trends have we observed that can be taken
advantage of?
iv. Market Growth
1. Is the market expanding, shrinking, or flat?
2. You should be able to cite external data here.
b. SWOT Analysis (You could describe briefly what this section is used for.)
i. Strengths
1. Internal factors that add value and describe positive
tangible and intangible attributes
ii. Weaknesses
1. Internal factors that detract from our competitive position.
iii. Opportunities
1. External factors in the market or environment from which
we can benefit.
iv. Threats
1. External factors, usually beyond our control that represent
potential (or actual) threats to the successful
implementation of your plan.
c. 5 Forces / Competition
i. Describe your major competitors in terms that most influence
revenues.
d. Product or Service Offering
i. List and describe the product(s) and/or service(s) that you offer.
ii. As you identify them, think in terms of customer needs and
benefits.
e. Critical Issues and Keys to Success
i. Identifying more than three or four priorities is usually less
effective.
ii. Draw from the SWOT analysis
f. Historical Review
i. Briefly summarize past marketing activities and resulting trends
g. Macroenvironment
i. Consider broad macro trends that may affect your success.
ii. Should consider (but not necessarily address) the following
environmental factors:
1. Demographic
2. Economic
3. Technological
4. Political/Legal
5. Social/Cultural
h. Target Markets
i. This section should address segmentation strategies.
ii. It should then discuss selection of target markets.
V. Appendices and Supporting Information
a. References
b. Attach any and all appropriate supporting documents.
Grading in Jury 1
Your idea / plan will be scored according to the following criteria. The major sections of the plan as discussed above. Primary evaluation (80%) of these sections will be based on completeness, thoroughness, and quality of analysis and conclusions. The minor sections (Cover Page, Executive Summary, Table of Contents, Appendices and Supporting Information) will be allocated secondary evaluation (20%) grades. These sections will be evaluated primarily on completeness and thoroughness.This evaluation will be based on
the professional quality of your work. It will include appearance, spelling, grammar,
layout and all of the many minor elements that can make a good piece of work seem bad.
References
Best, R. J. (2000). Market-Based Management. Upper Saddle River, NJ, Prentice-Hall.
Cohen, W. A. (2001). The Marketing Plan. New York, John Wiley & Sons, Inc.
Kotler, P. (2000). Marketing Management. Upper Saddle River, NJ, Prentice-Hall.
Lehman, D. R. and R. S. Winer (2002). Analysis for Marketing Planning. New York,
McGraw-Hill.
Palo Alto Software (2002). Marketing Plan Pro. Palo Alto, CA, Palo Alto Software.
Further Reading
http://www.businessplans.org/Market.html
Tuesday, August 26, 2008
Excellent Website to be UPDATE ....always
Please check out
http://www.economist.com/.
Kalyani, our Librarian, does an excellent job updating faculty on various issues. This particular site talks of India and the world's Economy, PEST, Demographics....all sorts of data for MACRO ENVIRONMENT analysis is available.
You must read this every day....all your life.
LOL,
Priya MM
http://www.economist.com/.
Kalyani, our Librarian, does an excellent job updating faculty on various issues. This particular site talks of India and the world's Economy, PEST, Demographics....all sorts of data for MACRO ENVIRONMENT analysis is available.
You must read this every day....all your life.
LOL,
Priya MM
Wednesday, August 20, 2008
Week 3 BL 2008
Dear All,
The Ideas were good....
It will be productive and effective if you work on -
1) STP + 4Ps as per your product/ service.
2)USP
3) How you are different from your competitors ?
Rest we need to work harder.
Enjoy...
All the best.!!
Anuradha
The Ideas were good....
It will be productive and effective if you work on -
1) STP + 4Ps as per your product/ service.
2)USP
3) How you are different from your competitors ?
Rest we need to work harder.
Enjoy...
All the best.!!
Anuradha
Monday, August 18, 2008
Your Marketing Lecture (KJ)
Sorry folks, bad news, the lecture on Wednesday 20 Aug is of TWO hours, not one, hence 2:30-4:30 pm. The subject - Segmentation, Targeting and Positioning. We will also touch upon Need Gaps and Perceptual maps. Now, in order to get the most out of the class:
1) Be on time (i.e. 2:28 pm, not 2:35 pm)!
2) Throw your mobile phones into the nearest dustbin BEFORE entering class; and
3) Get a copy of my Ppt handouts. In order to do this - go to Yahoo Briefcase, sign in with username and password and you will see a folder called "Mktg". Inside that you will see a file for FD3. Download it. When printing it, give the instruction to "Print Handouts - 3 to a page". There are 21 slides, hence 7 pages. Please don't save them as individual slides, that will be 21 pages, which means a whole lot of innocent trees will need to be slaughtered unnecessarily!
See you Wednesday. KJ
1) Be on time (i.e. 2:28 pm, not 2:35 pm)!
2) Throw your mobile phones into the nearest dustbin BEFORE entering class; and
3) Get a copy of my Ppt handouts. In order to do this - go to Yahoo Briefcase, sign in with username
See you Wednesday. KJ
Welcome
Dear Class participants,
Welcome to the bottomline project, I believe this will add immensely to your bottomline of learning and wealth. We have to understand the meaning of bottomline in elaborate manner. Bottomline not only refers to the profits but its now triple bottomline , i.e People, profit and planet.
Thus in this brand launch project you have to take care of all the stakeholders of the organization. Hence its the golden opportunity to show your acumen in front of world. I hope you will give your best, as you always give and this time your work will be showcased too, to the industry.
I have added few documents on the PAF intranet for your references. Check that and feel free to ask any queries.
Rahul
Welcome to the bottomline project, I believe this will add immensely to your bottomline of learning and wealth. We have to understand the meaning of bottomline in elaborate manner. Bottomline not only refers to the profits but its now triple bottomline , i.e People, profit and planet.
Thus in this brand launch project you have to take care of all the stakeholders of the organization. Hence its the golden opportunity to show your acumen in front of world. I hope you will give your best, as you always give and this time your work will be showcased too, to the industry.
I have added few documents on the PAF intranet for your references. Check that and feel free to ask any queries.
Rahul
"Structure" your thinking! Idea Projection.
http://www.mplans.com/sample_marketing_plans/Accounting_Firm_Marketing_Plan/Marketing_Mix_fc.cfm
This site will help you “structure” your defence. Read it . Use the “headings” under PLAN OUTLINE to think and give structure to your findings.
http://wiki.services.openoffice.org/wiki/Strategic_Marketing_Plan
The above site is a short and sweet “cut” to understand it all! It gives readymade format to start with. It’s a little complicated, but is understandable if given time.
This site will help you “structure” your defence. Read it . Use the “headings” under PLAN OUTLINE to think and give structure to your findings.
http://wiki.services.openoffice.org/wiki/Strategic_Marketing_Plan
The above site is a short and sweet “cut” to understand it all! It gives readymade format to start with. It’s a little complicated, but is understandable if given time.
Week 3 KJ Class and Ppt
Dear All,
On 20 Aug 2008 we shall have a lecture by KJ (Mr Kurien Joseph) on STP from 2.30 to 3.30 pm. Thereafter each group will give a presentation defending your theme.
Defenc has to answer:
Who is demanding that offer? (target customer, opportunity in market, disstasfaction in market)
How many of them? (market size)
Is it feasible / profitable to produce this product/ ? (costing and pricing - approximation)
All your answers must be supported bt evidences (secondary sources of facts).
All the best,
Priya MM
On 20 Aug 2008 we shall have a lecture by KJ (Mr Kurien Joseph) on STP from 2.30 to 3.30 pm. Thereafter each group will give a presentation defending your theme.
Defenc has to answer:
Who is demanding that offer? (target customer, opportunity in market, disstasfaction in market)
How many of them? (market size)
Is it feasible / profitable to produce this product/ ? (costing and pricing - approximation)
All your answers must be supported bt evidences (secondary sources of facts).
All the best,
Priya MM
Welcome to Bottomline 2008
Bottomline 2008 is THE event for Fashion Marketing students to display their knowledge, skills and attitude! Never before has there been anything like this in the education sector of India. Thanks to Dr Tarun Panwar! The brainwave of two years has finally taken a shape. Thanks to all the team memebers - Kurien Sir, Rahul, Anjuna, Anuradha and all others in the course team.
Here is the platform for all you students (FMG 2007-09) to pen down your comments, questions, doubts, clarifications. This forum is shared by all teachers and students related to you.
So are ready to rock the Bottomline!!!
All the very Best!
PMM
Here is the platform for all you students (FMG 2007-09) to pen down your comments, questions, doubts, clarifications. This forum is shared by all teachers and students related to you.
So are ready to rock the Bottomline!!!
All the very Best!
PMM
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