Marketing Presentation for College Project

Objective: The objective of this assignment is to assess the student’s expertise with the application of the concepts of Motivation, Personality, Perception & Learning in marketing. Brand Name- Bajaj Auto Bikes (Please consider this brand for the project) Project description: the student is to choose a brand from a product category (Restrict the brand to one category. E.g. if you are choosing Yamaha it should be restricted to either two-wheeler OR music OR water sports. No student shall be allowed to select the same brand from a category) and study in detail the brand’s marketing program. The primary thrust is on the explicit communication of the brand (advertisement, sales promotion, personal selling, direct marketing, public relations, word-of-mouth, and event sponsorship). The student is also expected to the implicit communication like price, product, and distribution. They shall include a ½ sheet pictorial depiction of the Marketing program as the first page (immediately after the cover) Based on their understanding, they are to explain/ elucidate on the following. Instructions: The students may do good to adhere to the following • Use illustrations more than the texts (70% should be used for illustrative demonstration and rest 30% for written) • Use appropriate models & their illustrations while answering the question • Use of charts, flowcharts and table when possible as opposed to long paragraphs • Use of bullet / numbered when possible as opposed paragraph • Hand write the assignment, except for the pictorial representation of the Marketing program Section 1 (4-6 pages’ maximum) What is the motivation for the products use? (the motive being created/ stimulated by the marketer) – Use the motivational process diagram to explain the same. What needs are being satisfied by the product (use Maslow’s hierarchy) What self-concepts are involved in the usage products? Use a table to elucidate your answer What is the brand’s personality – use Aaker’s 5 types of brand personality. If the brand is depicting multiple personalities, please clarify. How would you describe a typical user of the product? Provide at least five demographic and five psychographic (lifestyle, values, beliefs, personality…) descriptions of the person Section 2 (2-3 pages’ maximum) Based on their promotions, describe how they are taking their customers through the brand perceptual process (use the perceptual process diagram 7 apply it to your brand) What semiotics are they using? Use the object/ sign/ Interpretant framework. Classify their signs/ semiotics (into icon, index, symbol) and justify your answer Section 3 (3-4 pages’ maximum) What learning objective do they have for their brand (create, change, OR sustain certain behaviour) What learning theory/ theories are being used by the marketer to develop appropriate brand knowledge and attitude? Elucidate your argument Draw a possible associative network for the brand that is in your mind.