Dear Tutor,

I have been tasked with the below activity for 'Voltas Air Conditioning'. The book referred to Principles of Marketing - Kotler, Armstrong, Agnihotri.

Can you suggest what the table of contents should look like, and give a brief about what content should be added under each head? This is a longish assignment.

1. Start collecting facts on the assigned brands.

2. You are expected to summarize your understanding of the concept (explain the concept briefly) and then provide your critique of the brand (approving or disapproving the company's action through dispassionate analysis).

3. Provideevidence (ads, news articles, press releases) to support your point.

TOPICS, PRE-READS & EXPECTATIONS

A. ANALYZING VALUE PROPOSITION OFFERED BY THE BRAND

(i)Read Chapters 2 & 5 of the textbook

(ii)Analyze value proposition through ads or product pages in the websites

B. CONSUMER DECISION MAKING

(i) Read Chapter 6 (B2C) or Chapter 7 (B2) on Consumer Decision making. If the brand serves both B2C & B2B markets, choose the predominant market and analyze only one markets.

(ii) What do you think are the factors that consumers of the brand would consider before choosing the brand.

C. Segmentation, Targeting & Positioning

(i) Read Chapters 9 & 10 from the text book

(ii) What are the target segments for the brand and has the company chosen the right target segment?

D. Overall conclusion and suggestions for improvement based on A, B & C above