Marketing 2 INTEGRATED PROJECT

Directions:
The paper involves the application of the main concepts reviewed in the course, the analysis of a product category. Follow the guidelines below: Each group is assigned a product category. Preparation of Report: The report is a document of up to 8 sheets containing the results of analysis of each group. The report should answer the following specific issues:

1. Main brands: Choose 3 brands considers the most important (The criterion of choice may be, by their sales, by brand recognition, by their strategy, any other relevant) and details for each: a. Segmentation and positioning b. Product: Packaging, line extensions, brand extensions, presentations c. Price: Pricing strategies used by brand, price in various outlets d. Distribution: Presence at various points of sale, Merchandising, POP presentations, coverage e. Communication: Promotional mix, media used

2. Key findings:

a. Market size, per capita consumption b. Potential for market growth: mature market, growing, shrinking? c. International operations d. Additional comments

Presentation of results: The presentation of the results will be on sessions 13 and 14, it is essential to the reporting and support material (PowerPoint slides). The duration of the presentation will be up to 15 minutes.

Categories Examples: - Oils - Water - Rice - Drinks rehydration - Instant Coffee - Condiments - Canned fish - Bouillon cubes - Noodles - Infusions (tea, chamomile, anise) - Crackers - Evaporated milk - Margarine / butter - Soy sauce - Tuco ETC.