Project: Marketing plan

This is a group project; each group with 4 members. Your group must have one member at least
from another section. Please feel free to make your group with members from each of the four
sections.

You should identify a new product or service (either an existing product or service with new features
added or a completely new product or service). In case of any duplication of the choice of product,
groups will be allotted the product category on first cum first basis. CRs will handle the allotment.

Provide a brand name to your product. Avoid using brand names existing in markets worldwide.

Submit group details and product details by Oct 22, 2023. CRs will coordinate an Excel sheet.

Part A - Interview of a consumer from your target segment:

Select your target consumer segment and create a consumer persona. Explain your product or
service to your customer - product description. And collect customer opinion about your product –
likely usage and importance of the product, value proposition this product might offer, and the role
of product in improving quality of life and the natural environment. You should also explore her/his
perceptions about the product/service, reasons/motivation for liking or not liking the
product/service (e.g. whether lifestyle and consumption culture are the reasons) and expectations
from the product/service.

The groups will submit a video recorded presentation for 15 minutes duration (please do not exceed
the time limit) recorded at your convenient time, upload on YouTube and submit the link. CRs will
coordinate an Excel sheet. The video recorded presentation may or may not be aided by PPT. The
videos should show the group members speaking. The text content in the video should be easy to
read. The groups should narrate a story about the consumer segment / persona rather than simply
answering pointers written above.

This will be assessed for timeliness, structure, storyline, comprehensiveness, and innovation.

Complete consumer interview by Oct 30 and submission is due by Nov 2, 4:00AM.

Part B - Interview of an industry professionals:

This project includes an interview of a sales and marketing professional who has minimum 10 years
of experience related to the product you have chosen. You will conduct her/his interview based on
the questions given below (which is not an exhaustive list and you may add your questions, you
should choose minimum 6 out of 11 question sets given below) and a few follow-up questions that
you write accordingly. The purpose of these questions is to collect information on 4Ps of marketing
(i.e. product, price, place and promotion) that you shall use to delineate go-to-market strategy for
your new product/service and subsequently, in social media campaign. Interviews should be
recorded (either audio or video or notes) and transcripts should be submitted to me.

Questions for interview:

1. Which industry do you work in? What products did you handled in last 10 or more years? Let’s talk
about a product you handled longest. What are your consumer segments?
2. What is vision or philosophy of your company? How do you connect yourself with this vision or
philosophy? How do you connect your personality with this vision or philosophy? How do you
connect your job routine with this vision or philosophy?

3. How did you segment your market 8 years ago? How do you segment your market now? Why did
it change, or why didn’t? Why do your customers buy your product/service? When is customer not
the king or queen or prince or princess?

4. Do you operate in a growth market or mature market? What are the market rules in your
industry/ market at operational level? What are the changes do you notice in your industry and
market over the last 10 or more years? how did this impact your job roles?

5. What are the changes do you notice in your consumers over the last 10 or more years? If you
notice changes in your customer segments, or in customers over span of 10 years, what are the
changes and what’s driving the change? If no, what’s driving no change?

6. On what criteria was your product / service different from competitors’ 8 years ago? What are the
criteria now? Why did it change, or why didn’t? What are the changes do you notice in your product/
service over the last 10 or more years? Why did it change or why didn’t? Have you been a part of
product / service development projects in your company, in any capacity? If yes, what is your
experience?

7. How does your customer interact with you? What are the touchpoints? How do you manage their
experience? How do advertisements in your industry change over time? How do you manage
consumer experience through advertising?

8. What is your experience with pricing of products in your company? How does industry dynamics
affect prices? How does consumers’ increasing bargaining power affect prices?

9. What is your interaction with other people in marketing department – brand manager, social
media manager, territory manager, and so on? What are the points of discussion? What is your
interaction with other people in your company – operations manager, purchase manager and so on?
What are the points of discussion?

10. How do consumers buy now? Where do they buy now? How is the tussle between online and
offline buying happening in your industry? Why is omnichannel presence the talk of business?

11. What is your daily routine? What is your weekly routine? What is your monthly routine? What is
your annual routine? What changes do you notice in each of these routines in last 10 years? What
are your targets? How does your employer measure your performance and incentivize you? How
have you evolved as a professional and as a human? What are your failure stories?

This interview should be complete by November 1 and a very detailed transcript (questions, follow-
up questions and their answers) along with name and contact details of the professional should be
submitted by November 5, 4:00AM. AIS link will be created for this. This will be assessed for
timeliness, comprehensiveness, and detailing.
Part C - Social media campaign:

Based on inputs from the two interviews, you will make a social media campaign and launch it. We
have an approved budget of INR 4,000 for the campaign for a group of 4. Please save payment
receipts as PDF when you make the payment for the campaign on FB/Instagram and website and
reimbursement will be made against the receipt. Following steps should be followed for the
campaign:

1. Explore Meta ads library, Google ads, YouTube Leaderboard

(https://www.facebook.com/help/259468828226154, https://www.storegrowers.com/google-ads-
competitors/, https://www.foreplay.co/post/spy-on-google-youtube-ads). HypeAuditor,
Answerthepublic, Google keyword planner, Google trends, Google suggest, Ubersuggest,
Wordstream. Complete this by Oct 30.

2. Create your website (on https://unicornplatform.com/ using

https://blog.hubspot.com/marketing/free-website-builders OR any other platform you feel suitable
e.g. Wix) (Pay for the website as per your understanding) and make IG account for the campaign.
Complete this by Nov 5 and share IG link and website address. CRs will coordinate an Excel sheet.

3. Prepare 8 distinct creatives for 4Ps (poster and video combined, your assessment is not
dependent upon the count or video, choose whichever is appropriate) using free content creator
websites (e.g. canva, adobe, visme) - follow the PPT on customer strategy. Complete this by Nov 8.

4. Make a 4-weeks schedule for the campaign to decide when to post what creative. Start designing
campaign on Facebook Ads Manager (https://www.facebook.com/business/tools/ads-manager).
Follow the steps taught in MPIT sessions and customer strategy PPT on AIS. Select either awareness
or engagement as campaign objective (and no other objective). Select lifetime budget in campaign
budget section and enter the amount (apply techniques to reduce your budget in case suggested
budget is higher). Pay for the campaign (ability to optimize budget to run for additional weeks will be
rewarded for marks but utilize the full budget of INR 4000 in website and campaign combined). AND
link your Instagram account and website to FB campaign and Google analytics
(https://support.google.com/sites/answer/97459?hl=en). Complete this by Nov 8 and launch
campaign by Nov 10.

5. Monitor the campaign on a weekly basis and analyze and use the analysis to make changes in the
creatives weekly. Run A/B testing too. Complete this by Dec 10.

6. Analyze the campaign holistically at the end using interpretations of all of the KPIs, link the
interpretations with GTM strategy (to close the loop). Include this in the final deck along with go-to-
market (GTM) strategy as explained in Part D on page 4 of this document and submit by Dec 15.

This will be assessed for timeliness, structure, comprehensiveness, and creativity, and budget
optimization. Don’t worry if your campaign fails, your assessment is not based on whether you
succeeded in the campaign. Your efforts to design and improve campaign performance will be
evaluated.

To create and run Instagram campaign -

1. https://www.youtube.com/watch?v=17pkjhCzkoQ

2. https://adespresso.com/guides/instagram-ads/creating-managing-ads/
To link Meta ads with Google analytics -

1. https://help.hootsuite.com/hc/en-us/articles/7828095314971-Connect-a-Google-Analytics-
account#configure-your-google-analytics-account-0-0

2. https://hevodata.com/learn/google-analytics-facebook-ads/

3. https://windsor.ai/how-do-you-tag-facebook-ads-for-google-analytics/

4. https://www.monsterinsights.com/how-to-easily-track-your-facebook-users-in-google-analytics/

To build URL parameter for Google Analytics: https://www.youtube.com/watch?v=3jtkqVcXPJk

To track the campaign on Google Analytics -

1. https://www.youtube.com/watch?v=x-pMJf2TdOw

2. https://www.youtube.com/watch?v=D7DCPT1XoMA

3. https://cobblehilldigital.com/articles/tracking-facebook-amp-instagram-ads-in-google-analytics

Ways to reduce campaign budget:

1. https://www.searchenginejournal.com/facebook-ads/how-to-set-budget/#close

2. https://blog.hootsuite.com/lower-cost-facebook-ads/

3. https://www.wordstream.com/blog/ws/2017/11/16/facebook-ad-costs

4. https://integrately.com/blog/minimum-budget-for-facebook-ads

5. https://www.godelta.com/blog/how-to-run-facebook-advertising-on-a-small-budget
Part D - Go-to-market strategy

A deck should include these deliverables for your product to enter the Indian market:

1. Conduct an opportunity assessment (i.e. to discuss total addressable market, market growth and
competition landscape among others)

2. Propose a Go-to-Market strategy for your product while focusing on:

a. Customer strategy (CJM, acquisition, conversion and retention)

b. Product strategy (i.e. NPD, cannibalization, PLC, branding) and pricing strategy (i.e. costing,
margins, rationale of strategy)

c. Channel strategy (i.e. supply chain, sales force, conflicts) and promotion strategy (i.e. content
strategy, communication channels, budget, KPIs)

d. How do 4Ps affect each other? Show five interactions.

General instructions for the PPT:

1. Please use the following format for the presentation:

a. Executive Summary - Mandatory and should not exceed 5 slides.

b. Body - Do not exceed 20 slides for the main body of the deck (excluding executive summary,
appendix, title and thank you slides). Use your own judgment to decide the number of slides for
each deliverable.

c. Appendix - Appendix should not exceed 70 slides.

2. To keep the content readable, do not go below a font size of 10. Preferably, use 12 or above. Slide
headers & content use font type - Georgia and Arial respectively.

3. Please make assumptions wherever required. Also state them clearly in the footer section. Also,
explain in footer section what you are unable to include in the slides and needs to better explain the
content on slides. Please note, content in footer should be related to the respective slide only.

4. In case of quoting data from external sources, please mention references in the footer. Use
American Psychological Association (APA) style referencing.

Assessment: Projects will be assessed for timeliness, structure, completeness, comprehensiveness,

records, structure, information collected and utilized, depth of analysis and detailing, and creativity.

Deadlines:

Submit deliverables 1, 2a and 2b: November 30, 4:00AM IST.

Submit comprehensive deck: December 15; 4:00AM IST.