Date Weightage Remarks

SDM **29th august **15

PM **30th august 20
B2B *refer note 1 20 (5 marks covered in stage 1 presentation)
SDCS 30th august 20
**Tentative
Note 1 Group1 29th Aug
Group 2 31st Aug
Group 3 5th Aug
Group 4 29th Aug
Group 5 31st Aug
Group 6 5th Aug
Group 7 29th Aug
Group 8 31st Aug
Group 9 5th Aug
Group 10 29th Aug
Group 11 31st Aug
Group 12 5th Aug
BBM Term Project- Stage II Presentation

Duration of Presentation
Weightage =20% (Stage1presentation 5% and Stage II = 15%)
Evaluation Criteria
Group will be graded on the following:
Insight
Coherence /Clarity
Professional Appearance of PPT
Depth & Level of analysis
Incorporation of Course Concepts
Following Directions (Guidelines given)
Spelling/Grammar/Creativity
Individual will be graded on the following:
Exhibiting involvement in the project
Communication skill
Professional Appearance (Does not mean one has to wear a business suit!!!)

A critical component of your marketing plan is integrating course concepts and theory. The plan is
designed to act as a laboratory for learning how to apply the courses theory to practical problems.

The marketing plans will be graded according to the following criteria: insight, coherence/clarity,
organization and professional appearance, depth and level of analysis, incorporation of course
concepts, following directions, references, spelling, grammar, and creativity.

Guideline for the project

Based on the problem identified at stage 1 presentation, you would cover the following in the
presentation:

1. Current Product/Services Situation - briefly describe the nature of the product/service in terms of
its overall value proposition. Discuss current annual sales, market share (relative to competitors),
and potential growth potential. The product section should cover such information as product
characteristics, intended uses and packaging considerations. If the product is adapted for possible
target markets, you must show the capabilities and limitations of such modifications. Be sure to
discuss the benefits to the end user, and other parties in the decision process, as this will a
prominent driver in your marketing decision-making.
3. Company Situation - discuss the company, which produces your product and its current market
situation. If the company is already in existence, give a brief history of the company in terms of its
number of employees, sales volume, recent growth patterns, and extent of B2B operations at
present. There is no need to discuss the long-term history of the company unless it is germane to
your marketing mix recommendations. The point of the section is discuss the resource availability for
future projects. (If you are planning to start a new company, you must explain how the new company
will be organized, capitalized, and discuss the start-up and development plans.)- this should be in
the context of problem identified

4. Current Market Situation - this will involve a detailed situation analysis of the overall market
conditions, relevant trends, and environmental parameters. Here be sure to include a description in
terms of relevant socio-economic data, the indicators used to determine market potential, what
segments exist in the given market and the expected demand of each, how similar products are
distributed within this industry, what media is available, and what barriers exist to entering into this
marketplace.

5. Consumer Situation - What general trends are happening within the B2B organizations? Discuss
the organizational behavior of those within the industry. How do they view and what are the current
perceptual positions of the current product offerings? Describe the needs of this community.

6. Macro-environment Situation - this section looks at the sociological, technical, economic,

environmental, and political conditions which are impacting the overall market conditions. Consider
any cultural changes which may influence your marketing efforts.

7. SWOT Analysis - Presents the SWOT analysis and the main issues the plan must address. Please
consider BOTH the company and its major competitors and conduct a SWOT for each. Describe
what competitive advantage your firm will leverage and those of your competitors. Be sure to
consider the possible "competitive responses" that are likely transpire as a result of your marketing
plan.
9. Opportunity/Threats Analysis (external factors)
B. Strengths/Weaknesses Analysis (internal factors)
C. Identification of Distinctive Competency
D. Key Issues Regarding Comparison of External Factors to Internal Factors.

10. Objectives - Defines the plans financial and marketing goals in quantitative terms. Include
here sales projections and explanations of how they were computed. Be sure to explain the
overall purpose of this project (i.e., what is the broad goal?)

A. Financial Objectives
B. Marketing Objectives (including at least one objective on your strategy for organizational
growth).
11. Marketing Strategy - Presents the marketing strategies that will be used to achieve the plans
objectives. Some of the strategy areas include:
 A. Identification of the Possible Market(s) (Segmenting Strategy)

B. Targeting Strategy - define your target market. Please take the time to develop a detailed
target market profile of the group selected.

C. Positioning Strategy
D. Marketing Research Strategy
E. Product Strategy
F. Service/Customer Service Strategy
G. Price Strategy
H. Distribution Strategy
I. Promotion Strategies
i. Personal Selling/Sales Strategy
ii. Advertising Strategy
iii. Sales Promotion Strategy
iv. Publicity/Public Relations Strategy
v. Internet Marketing Strategy
vi. Direct Marketing Strategy

12.. Action Programs - For the strategies outlined in the previous section, identify what will be done,
when it will be done, who will do it, and how much it will cost. How should this plan be implemented?
Describe the "day-to-day" tactics of achieving the overall strategy. Detail is important.

13. Projected Profit and Loss Statement - Forecasts the plans expected financial outcomes. This
section will include a marketing budget on the basis of the total expenditures for the first year.
Explain how the marketing budget will be allocated amongst the marketing mix elements. It will also
compute the likely impact of your recommendations on the overall financial performance of the
organization. Be prepared to defend these allocations.
14. Controls - Indicates how the plan will be monitored (controlled) to ensure that you are on
target. Here include the standards that you will employ and how you will monitor performance
against these standards, and how corrective action will be taken if necessary. Specify contingency
plans.

15. Conclusion - Here include a brief statement of your major conclusions plus what you have
learned from theproject. Also what you would do differently were you to prepare another marketing
plan for a B2B marketplace.

16. Appendix - The place to put the reference list, extra exhibits, budgets, goals, contingency plans,
projected profit and loss statement, additional information, etc.
 15 minutes

12%

3%
(To understand how CSR and sustainability may or may not be linked, consider this example
A company sponsoring a football match or a cultural event may be billed as CSR but when it comes to sustainable
development no change happens to the community in relation to the Sustainable Development Goals ( SDG)
Whereas, if the company builds sports training facility and also sponsors participation in various national events, the
community may benefit from having its talent rewarded and ultimately a sports culture may develop in the area.)

The interview is expected to be of 30 MINUTES DURATION OR MORE and recorded with the permission of the interviewee.

Dos
1. Start by enquiring about the person, his/her background, why they are in sustainability/ CSR, roles and responsibilities
2. Discuss about the company- its sustainability/ CSR approach
3. Ask about the regulations around CSR/ sustainability and its impact on operations
4. Explore role played by national policies of the government ( e.g. Swach Bharat); local bureaucrats ( district magistrates, IAS
officers)
5. Ask what role is played by local politicians in relation to company investment in CSR/ sustainability
6. What is their view about the Sustainable Development Goals
7. *What is their view about Corporate Social Responsibility ( CSR) and the government regulation making CSR mandatory
8. *What are the key challenges in achieving sustainable development through CSR/ sustainability- at the policy/ strategy
level?
9. *What are the issues at the operational level i.e. while implementing such programs- what challenges are faced by
managers - from within the organization, from the community?
10. How do they view different awards given by organizatins like CII/FICCI/ Assocham and similar organizations or
Governments
11. What lessons are learnt in doing CSR/ sustainability projects ?
12. What are the top three things that companies need to do to make their CSR project really sustainable and beneficial to
the community ?

These are indicative questions. Feel free to add your own.

Remember, the objective is to get the managers view of CSR/ sustainability.

The * marked questions are particularly IMPORTANT- make sure they are asked and answered.

DO NOT FORGET to get (actual/scanned) copies of visiting cards.

After the interview, write a summary of the interview and include your opinion/ learning. The report should be minimum 5
pages long. Please make sure that roll numbers of students are mentioned.
Group Roll No Nature of Company
Product/Operation

1 306-316 FMCG Himalaya Healthcare

2 317-325 CD Eureka Forbes
3 326-335 FMCG Pidilite Industries
4 336-346 CD Micromax Informatics
5 347-356 Digital Netflix
6 357-365 FMCG Godrej Consumer Products
7 366-376 CD Fedders Lloyd

1. Distribution Strategy
2. Channel pricing
3. Frequency of service (FMCG)
4. Sales Organization Structure
5. Number of Dealers/ Distributers/ Distributing Agencies (National/ Orissa/ Bhubaneswar)
6. Impact of GST

Report:
1500 words on above focus areas. TNR 12 for text, 14 for subheads, 16 bold for heading.
Group members name, roll number, section and group on frontpage.
Bhubaneswar)
The group work (20%) will include the following broad components:

a. Project identification
b. Defining scope of work
c. Work breakdown structure (WBS)
d. Assignment of resources and cost
e. Inputting into MS Project software and developing project plan
f. Project progress monitoring and reporting output at regular intervals
h. Project presentation
i. Project report submission (soft copy)
Note: The project should have at least 20 activities. A live project for group work will be desirable.