CB Project Format

Consumer Behavior Report on:
(Name of the Company)
by:
Students’ names
Registration ID’s &
Contact No’s
(Date)
Submitted as mandatory requirement for the course “Principles of Marketing” in the Program,
Bachelor of Business Administration
Header: Name of the Company
Table of Contents
Executive Summary........................................................................................................................3
Company Description.....................................................................................................................4
STP..............................................................................................................................................5-6
Organization Research Program.....................................................................................................7
CSR................................................................................................................................................8
Marketing Mix..........................................................................................................................9- 10
Branding..................................................................................................................................11-12
Product Mix............................................................................................................................13- 14
SWOT Analysis.......................................................................................................................15-17
Conclusion & Recommendations..................................................................................................18
Note: The page numbers given above are only for demonstration; they should not be
taken as recommended length of a section/part.
Marketing Plan for XXX Page 2 of 13

Executive Summary/Brief History

The Executive Summary summarizes the report, highlighting the salient points in a one page
write-up of not more than 100-150 words. It is a continuous write-up with no paragraph breaks or
headings.

Company Description
The company description should highlight the history and evolution of the company, as well as
provide data about its age, size and geographic scope and operations.

Segmentation Targeting & Positioning

Brief about STP of the company by visiting the company and ask info about the STP. A detailed
profile of the targeted customer groups and the segmentation approach/basis used by the company
(e.g. geo-demographics, life styles etc.).

Organization Research Program

Organization research for their new and modified product. Particular emphasis must be placed on
the new and current products launched by the company.

Corporate social Responsibility
This part gives a complete description of the company’s CSR program with breadth and depth.
Importance of maintaining the environment through CSR

Marketing Mix
A detailed profile of the MM regarding product, price , place & promotion used by the company

Branding : the essence of the business

What are the Factors Behind the following:
Consumer Behavior/Attitude
Change in Consumer Perception
regarding the brand of the company.

Product Mix
Detail about the different
Product width
Product line
Product depth and
Product length of their brand

SWOT Analysis
The SWOT analysis is an effective short-hand summary of the situation analysis. The acronym is
used to describe an organization’s internal Strengths and Weaknesses and its external
Opportunities and Threats. This analysis provides a solid foundation as a springboard to identify
subsequent actions in the marketing plan. The SWOT analysis can be effectively presented in a
tabular format followed by a text discussion that elaborates on the information in the table.
An analysis to identify internal strengths and weaknesses usually includes the following areas in
an organization:
When analyzing: Consider:
Management experience level, management style, size

Offerings uniqueness, quality, price,
Marketing type and scope of marketing plan
Personnel quality and experience of workforce
Finance sales revenues
Manufacturing quality and dependability of suppliers
R&D plans for continual product improvement, R & D budget
An analysis to identify external opportunities and threats usually includes the following factors:
When analyzing these factors: Consider:
Consumer/Social size and stability of market

Competitive number and size of competitors
Technological the effect of technology on any facet of the business
Economic current and projected economic situation of market
Legal/Regulatory the effect of legal and regulatory factors on any facet of the
business

Conclusion & Recommendations

Overall impression about the company based on an analysis of its Marketing Program and
managerial issues regarding consumer behavior with suggestions to improve weaknesses and/or
overcome threats.

FORMATTING & WRITING INSTRUCTIONS:
1. Report must be typed in Times New Roman
2. Font size is 12 for the text, 16 for main headings, 14 for Sub-headings, and 12 for Side-
headings
3. Line spacing = 2.0
4. Keep the text left-aligned
5. Please do not quote verbatim from websites or any other source; apply paraphrasing (use
your own words/expression).

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Consumer Behavior Report on:

(Name of the Company)

Marketing Plan for XXX Page 2 of 13

Executive Summary/Brief History

Marketing Plan for XXX Page 3 of 13

Marketing Plan for XXX Page 4 of 13

Segmentation Targeting & Positioning

Marketing Plan for XXX Page 5 of 13

Organization Research Program

Marketing Plan for XXX Page 6 of 13

Corporate social Responsibility

Marketing Plan for XXX Page 7 of 13

Marketing Plan for XXX Page 8 of 13

Branding : the essence of the business

Change in Consumer Perception

regarding the brand of the company.

Marketing Plan for XXX Page 9 of 13

Detail about the different

Product depth and

Product length of their brand

Marketing Plan for XXX Page 10 of 13

When analyzing: Consider:

Management experience level, management style, size

When analyzing these factors: Consider:

Consumer/Social size and stability of market

Marketing Plan for XXX Page 11 of 13

Conclusion & Recommendations

Marketing Plan for XXX Page 12 of 13

FORMATTING & WRITING INSTRUCTIONS:

1. Report must be typed in Times New Roman

3. Line spacing = 2.0

4. Keep the text left-aligned

your own words/expression).

Marketing Plan for XXX Page 13 of 13

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