GROUP ASSIGNMENT Product Proposal (20%)

Objectives 1. To encourage students to the apply consumer behaviour studies with real scenarios 2. To allow students to explore consumer behaviour studies in-depth

Requirements 1) 5-8 persons per group 2) Form a marketing team for a beauty and health company which is required to design a brand new and innovative hair care product line to penetrate the market of young, urban working adults. 3) Prepare a proposal and present it to the board of directors to approve the product line.

Be creative!

Content Structure of Proposal 1. Background on product Name Features Benefits

2. Demographic analysis Target audience Segmentation

3. Internal factors that influence consumer decision making towards product Needs and motivation Personality and Self-concept Perception Learning and involvement Attitudes

4. Brief recommendations of promotional activities for the product line.

Breakdown of Assessment 1. Research 2. Conceptualization 3. Application 4. Teamwork & Professionalism 5% 5% 5% 5%

Total marks

20%

Format Group presentation and report.-(The report and the presentation should be copied in a CD, and attached together with the hard copy submitted).

Report must be typed neatly using Arial Font size 11 with 1.5 spacing, and a minimum length of 10 pages. All pages must be numbered except table of contents.

Please designate a cover page using Arial font size 24. The arrangement should be such as the following:

ASSIGNMENT Product Proposal- (Title of Product)

DIBS 2012 Consumer Behaviour

Lecturer Student Name /ID

: Vimala Venugopal : XXXXXXXXX XXXXXXXXX

Date of Submission : XX May 2011 Marks : /20

Presentation Date to be confirmed later.

Submission of report 26 November 2007