Addis Abba University
College of Business and Economics-School of Commerce
Principles of Marketing Management –Project
Department of Marketing Management
Dear Students,
This assignment requires you to select one of the four key marketing strategies
employed by a business organization of your choice. You will conduct a detailed
analysis of the chosen strategy and examine how the company practices and
applies it within their marketing mix.
The four strategies to choose from are:
Product Strategy (Product Mix and Portfolio Analysis)
Pricing Strategy
Distribution Strategy
Promotion Strategy
General Instructions:
Choose One Strategy: You must select only one of the four strategies
(Product, Pricing, Distribution, and Promotion). Once you've chosen the
strategy, focus deeply on how it is implemented within the selected
company.
Company Selection: While the company can be hypothetical, your
analysis should be based on real-world data, trends, or similar companies
in the same industry.
Teamwork: Organize yourselves into groups of 4-5 members. Each team
will work together to complete the assignment.
Report Specifications: The final report must be between 25-35 pages in
Times New Roman, font size 12, and 1.5 line spacing.
Deadline: The report is to be submitted one week before the final
examination.
Project I: Product Strategy (Product Mix & Portfolio Analysis)
The objective of this project is to analyze the product strategy of a hypothetical
company, focusing on its product mix and portfolio management.
Key Focus Areas
1. Product Mix and Categories:
Page 1
Define the company’s product mix and identify the different product
lines and categories they offer.
Are the products categorized by customer needs or features?
How does the company tailor its offerings to different market
segments?
2. Product Portfolio Analysis:
Analyze the company’s product portfolio using tools like the BCG
Matrix (Stars, Cash Cows, Question Marks, and Dogs). Where do the
company’s products fall within this matrix?
What are the profitability and growth potential of the company's
products? How does the product portfolio impact the overall business
strategy?
3. Product Life Cycle:
For key products, determine where they stand in the Product Life
Cycle (Introduction, Growth, Maturity, and Decline).
How does the company manage the life cycle of its products and
adopt strategies to extend the life of products in the decline phase?
4. Product Differentiation & Innovation:
How does the company differentiate its products from competitors?
Discuss aspects like design, quality, and unique features.
What is the company’s approach to product innovation—incremental
changes or radical innovation?
5. Branding and Positioning:
How does the company use branding to position its products?
Discuss the branding strategies the company uses (e.g., individual
branding, umbrella branding, or brand extensions).
6. Packaging Strategy:
What is the company’s approach to product packaging? Analyze the
aesthetic appeal, functionality, and protectiveness of the packaging.
How does it enhance the customer experience?
How does packaging contribute to the product’s positioning in the
market? Does the packaging reflect the brand’s image and
communicate key product attributes (e.g., eco-friendly materials,
premium design)?
Does the packaging offer convenience to the customer, such as being
easy to open or store?
7. Labeling Strategy:
Analyze the labeling strategy for the company’s products. What kind
of information is provided on the labels (e.g., product ingredients,
nutritional information, usage instructions)?
How does labeling affect consumer perceptions and purchasing
decisions? Does the labeling comply with legal requirements (e.g.,
safety warnings, certifications)?
How does labeling differentiate the product from competitors or
communicate value propositions (e.g., eco-labels, organic certification,
or luxury design)?
Page 2
8. Recommendations:
Provide strategic recommendations to improve or expand the
company’s product mix, packaging, and labeling to maintain or
achieve competitive advantage.
Project II: Pricing Strategy
The Objective of this project is to examine the pricing strategies used by a
hypothetical company, including the factors considered when setting prices and
the specific pricing strategy employed.
Key Focus Areas:
1. Pricing Strategy Overview:
What are the objectives of the company’s pricing strategy (e.g.,
market penetration, premium pricing, competitive pricing)?
What pricing strategies does the company employ? (e.g., skimming,
penetration, value-based pricing, psychological pricing)
2. Factors Affecting Pricing Decisions:
Discuss the internal and external factors that influence the company's
pricing decisions (e.g., production costs, competitor pricing, customer
perceptions, and economic conditions).
How does the company incorporate cost structure, competition, and
market demand into its pricing decisions?
3. Price Setting Process:
Describe the steps the company follows when setting the price for a
new product or service.
What pricing models or frameworks (e.g., cost-plus pricing, dynamic
pricing) does the company use to set its prices?
4. Pricing Adjustments and Discounts:
Does the company offer any discounts, promotions, or seasonal
pricing?
How do these adjustments influence the overall pricing strategy?
Analyze the impact of price elasticity on the company’s pricing
decisions.
How sensitive is demand to changes in price?
5. Competitive Pricing:
How does the company compare its prices with competitors?
Is the company a price leader or a price follower in its market?
Discuss the company’s approach to price wars, price matching, and
differentiated pricing.
6. Recommendations:
Page 3
Provide recommendations for improving or adjusting the pricing
strategy, considering market trends, competition, or customer
preferences.
Project III: Distribution Strategy
The objective of this project is to analyze the distribution strategy of a
hypothetical company, including how the company selects and manages
distribution channels to reach its target customers.
Key Focus Areas:
1. Distribution Channel Design:
Identify and describe the distribution channels used by the
company (e.g., direct sales, retail partners, online channels,
wholesalers).
Does the company use exclusive distribution, selective
distribution, or intensive distribution? Explain the reasons for the
chosen approach.
2. Channel Partners and Relationships:
Who are the key distribution partners for the company?
How does the company manage relationships with retailers,
wholesalers, or distributors?
How does the company ensure channel harmony and avoid conflicts
between different intermediaries?
3. Logistics and Supply Chain Management:
Discuss the company’s approach to supply chain management and
logistics.
How does the company ensure timely delivery and product
availability?
What technologies or systems (e.g., inventory management, demand
forecasting) are used to manage distribution efficiently?
4. Distribution Coverage and Reach:
What geographic regions or markets does the company cover with its
distribution network?
How does the company adjust its distribution strategy for different
markets or customer segments?
5. E-commerce and Omnichannel Distribution:
Page 4
If applicable, analyze the company’s approach to e-commerce and
Omnichannel distribution.
How does the company integrate online and offline channels to
provide a seamless customer experience?
6. Recommendations:
Provide recommendations for improving or expanding the
distribution strategy, such as new channels, better supply chain
management, or enhanced online presence.
Project IV: Promotion Strategy
The objective of this project is to examine the promotion strategy of a
hypothetical company, including the promotional mix elements used and how the
company integrates them to achieve its marketing objectives.
Key Focus Areas:
1. Integrated Marketing Communications (IMC):
How does the company use IMC to communicate its message
consistently across different channels?
Discuss the role of advertising, public relations, sales promotions, and
personal selling in the company’s strategy.
2. Advertising Strategy:
Analyze the company’s advertising campaigns.
What media channels are used (TV, radio, and social media, print)?
How does the company tailor its message to the target audience?
How effective are the advertising campaigns in achieving brand
awareness or driving sales?
3. Sales Promotions:
What types of sales promotions does the company offer (e.g.,
discounts, loyalty programs, contests, coupons)?
How do these promotions encourage customer engagement and drive
purchases?
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4. Public Relations and Media Outreach:
How does the company utilize public relations strategies to build
brand image and manage its reputation?
Does the company engage in event sponsorships, press releases, or
media partnerships?
5. Digital and Social Media Marketing:
How does the company leverage digital marketing (e.g., social media,
content marketing, SEO, email campaigns)? Discuss the platforms
used and the effectiveness of online promotions.
How does the company engage with social media influencers, brand
ambassadors, or user-generated content?
6. Promotion Mix and Effectiveness:
What promotion mix elements does the company prioritize (e.g.,
advertising, public relations, and sales promotions)?
How does the company integrate these elements to create a unified
message?
Assess the effectiveness of the promotion strategy. Are the
promotional efforts resulting in increased customer acquisition, brand
loyalty, or market share?
7. Recommendations:
Provide recommendations for improving the promotion strategy,
considering new trends in digital marketing, evolving customer
preferences, or changes in the competitive landscape.
Grading Rubric
S.N Criteria Marks
1. Introduction and Overview of the Chosen 5%
Strategy
2. Analysis of Key Issues (Detailed Analysis) 10%
3. Recommendations 3%
4. Conclusion 2%
5. Written Report 15%
6. Presentation 5%
Page 6
Good Luck!!!
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