MAN302 MARKETING MANAGEMENT
PROJECT OUTLINE
The purpose of this project is to transfer theoretical knowledge into practice and to
understand the 4P marketing strategies for a selected product/service, as well as to develop
practical recommendations.
1. Analysis of the product/service based on three levels:
- Core product
- Actual product
- Augmented product
2. Product classification
- Consumer products (convenience, shopping, specialty, unsought)
- Industrial products (raw materials, equipment, services)
3. Analysis of product attributes:
- Brand (positioning, naming, sponsorship, brand development strategies)
- Packaging, labeling, logo
- Support services
4. Product Life Cycle (PLC) stage
- Identification of the stage
- Strategies applied to maintain the product in that stage
5. Pricing analysis:
- Cost-based, value-based pricing, etc.
- Demand elasticity
- Market structure
- Factors affecting price
- Pricing strategy for entering a new market
- Existing price adaptation strategies
6. Analysis of distribution strategies:
- Marketing channels used (traditional / digital)
- Distribution type (intensive, selective, exclusive)
- Channel structure
- Possible channel conflicts
7. Analysis of preferred marketing communication practices:
- Advertising, sales promotion, direct marketing, etc.
8. Survey application (minimum 40 respondents)
A survey will be conducted with customers who use the selected product, and the following
will be measured:
- Satisfaction with core, actual, and augmented product features
- Price perception and price elasticity of demand
- Opinions on distribution and product accessibility
- Attitudes toward marketing communication strategies
- Brand trust, positioning, loyalty, and behavioral intention
The measurement items used and the results obtained should be clearly presented,
supported with graphs, tables, and figures.
Final requirement:
Based on the analyses and survey results, concrete improvement recommendations for the
business should be provided.
Presentation:
Presentation: 20 minutes
Q&A: 5 minutes
Good luck!
Niray Tunçel