Independent Project Proposal
Independent Project Proposal
Topic:
Developing an Alternative and Cost Effective Model for Measuring Price Sensitivity
Background of Students:
• Avishek Chaudhuri, a Mechanical Engineer from IIT Kharagpur, has worked with The Associated Cement Companies Ltd. for two years as an Assistant Manager Maintenance. Currently, a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with Lafarge Aluminates on business potential estimation through market research and survey.
• Debaditya Gangulee is an engineer in Information and Multimedia Technology (B. Tech) from Kalyani University, West Bengal. Currently a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with ICICI Prudential LIC Ltd. on market penetration strategy in the high net income segment.
• Saugat Tripathy is a Computer Science Engineer from Delhi College of Engineering, and has worked Sapient Corporation for one year as an associate of technology. Currently, a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with Star India Pvt. Limited on the feasibility of a separate channel / channel extension for rural India.
Area of Project:
• The project deals specifically with Pricing and hence, is under the Marketing Area.
Term in which project is credited:
• Term 5
Project Guide:
• Prof. Arvind Sahay
Introduction
Pricing is one of the most important variables in the entire marketing mix of any company. But it is rarely given the importance that it deserves. Most companies follow cost-plus pricing or competitive pricing techniques to price their products. These methods are not oriented to customer demands or the value that the customer may derive from the product. Hence, more often than not the product is either over-priced or under-priced. Reversing a
Topic:
Developing an Alternative and Cost Effective Model for Measuring Price Sensitivity
Background of Students:
• Avishek Chaudhuri, a Mechanical Engineer from IIT Kharagpur, has worked with The Associated Cement Companies Ltd. for two years as an Assistant Manager Maintenance. Currently, a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with Lafarge Aluminates on business potential estimation through market research and survey.
• Debaditya Gangulee is an engineer in Information and Multimedia Technology (B. Tech) from Kalyani University, West Bengal. Currently a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with ICICI Prudential LIC Ltd. on market penetration strategy in the high net income segment.
• Saugat Tripathy is a Computer Science Engineer from Delhi College of Engineering, and has worked Sapient Corporation for one year as an associate of technology. Currently, a second year student of the Post Graduate Program, 2004-2006 at IIM Ahmedabad, he did his summer internship with Star India Pvt. Limited on the feasibility of a separate channel / channel extension for rural India.
Area of Project:
• The project deals specifically with Pricing and hence, is under the Marketing Area.
Term in which project is credited:
• Term 5
Project Guide:
• Prof. Arvind Sahay
Introduction
Pricing is one of the most important variables in the entire marketing mix of any company. But it is rarely given the importance that it deserves. Most companies follow cost-plus pricing or competitive pricing techniques to price their products. These methods are not oriented to customer demands or the value that the customer may derive from the product. Hence, more often than not the product is either over-priced or under-priced. Reversing a