Capstone Project

Designing and implementing a new offering

Title
Insert your title here

Students’ first and last names

1.
2.
3.
4.
5.

A project submitted in partial fulfillment of the requirements of the third semester of the
Grand École Program (PGE) at IESEG School of Management
Introduction/Overview
a. Company’s background/context (~400 words)

Please insert your text here

b. Business problem/opportunity (~300 words)

Please insert your text here

c. How you will solve the problem: The proposed solution (~300 words)

Please insert your text here

General Frame (Marketing Management)
Please discuss here general state of the company in which your project is embedded.

a. Company’s Mission, Vision and Values (~200 words)

Please insert your text here

b. SWOT (result of the analysis of the environment: Macro/micro, analysis of

competitors…) (~120 words)

Please insert your text here

Reminder: the final offer should be in line with the firm’s strategy highlighted above.
Consumer Insights (Econometrics and Data Analysis)

In this section, your objective is to justify your new offer thanks to a detailed analysis of the
dataset. You will explain who might be interested (or not) by the offer or which product might
be attractive for customers thanks to descriptive statistics (preliminary analysis). In a second
step, you will validate or reject the existence of a link between variables (inferential
statistics). Then you will construct a model to predict the most interesting quantitative
variable given your problematic (model building).
Remark: you are allowed to display in this part the most important SPSS charts. All your
detailed analysis should be made available in Appendix 1.
(~2000 words, excluding all graphical representations):
a. Preliminary analysis (600 words)
(1) Given your objective, describe the most important variables. For each of them, provide
the most salient information (descriptive statistics, confidence intervals charts...).
(2) Analyze the apparent link between the most important variables. You can display the
most relevant charts (typically no more than four).
(3) Deduce from this first step hypotheses that might deliver important information to the
company.

Please insert your text here

b. Inferential statistics (600 words)

(1) Thanks to relevant statistical tests (at least 3 different ones), conclude about
hypotheses listed in the previous part.
(2) Explain why each test is relevant for the project, the meaning of the outcome and
practical consequences of those results for the project.

You will display only relevant SPSS tables (typically one per test). Detailed tables will
appear in Appendix 1)

Please insert your text here

c. Model Building (800 words)

(1) Construct a multiple linear model to predict the most interesting quantitative variable.
(2) You will provide a detailed explanation of your methodology: rejected variables,
outliers, changes in the model...
(3) You will not forget to check assumptions and interpret the final model.

You will display here only the most important SPSS tables and plots (typically the final model
and LINE plots). Detailed tables will appear in Appendix 1.

Please insert your text here

Reminder: your report should be based in the analysis of relationships between variables,
and not in descriptive analysis of single variables (“one at a time”).

Example: your analysis should say something useful for your project development. You are
expected to describe the sample with sentences such as: “we discovered four main categories
of behaviour. The first group (comprised of 20% of the total population) is mainly composed
of men between 20 and 40 years old who are massive users of games, and for whom speed of
delivery is important. Their family size is limited, and they mainly select retailers thanks to
ads”. It really helps you to identify interesting targets. Importantly, you are not supposed to
draw basic analysis such as: “50% of the sample is made of men. The mean age is 32”. It
might be true, but there is no managerial value on that.
Strategic Marketing (Marketing Management)
Based on your previous findings, develop a new offering that responds to the demand of the
brand you work for. Here you will expose your decisions regarding the marketing strategy and
the marketing mix and justify them.

a. Segmentation, targeting, Positioning (~600words)

(1) Briefly describe potential market segments using buyer characteristics; which target
market is the most attractive? Please justify your answer.
(2) Develop a first idea for your offer
(3) Write a positioning statement
Reminder: the final offer should be in line with the firm’s strategy highlighted above.

Please insert your text here

b. 4P’s: Product, Price, Place, Promotion (~1200words)

Please use the content developed at S4, S5, S6 and S7 of the Marketing Management
course on the respective boxes below.

(1) Develop your product and branding decisions and justify

(2) Develop and justify your price strategy and your price In
(3) Develop & justify your decisions about the place (supply chain? place?)
(4) Develop & justify your promotion strategy

Please insert your text here

Maximizing profit through pricing (Imperfectly
Competitive Markets)
Complete an economic analysis of the competitive environment, relate your price discrimination
strategy with the concept of price elasticity of demand, and discuss how long-term profits can be
ensured by imposing entry barriers or (continuous) product differentiation.

This section should contain (~1200 words) in total.

a. Competitive environment (600 words):

(1) Which is the geographical/product market you are entering/creating?
(2) Is your offer B2B or B2C?
(3) Who are your main competitors? Are there many competitors or only a few?
(4) Is there any dominant firm in the market?
(5) Provide economic figures concerning the existing firms in the market (e.g. revenue
trends, profit margins, etc.).
(6) Do your competitors seem to have market power?
(7) How do your product characteristics relate to the other products in the market?
(8) Are there substantial barriers to entry in the market? If there are barriers to entry, can
you overcome these barriers?
(9) Based on your discussion of the competitive environment: does your offer relate to
monopoly, oligopoly, monopolistic competition or perfect competition? Explain in
detail which conditions are satisfied and which not for each market form.

Please insert your text here

b. Erecting barriers to entry (~200 words):

(1) Which barriers to entry could be installed such that competitors cannot copy your
innovation?
(2) Once your new offer is installed, is further product differentiation still possible to
avoid other firms copy your innovation?

Please insert your text here

c. Price discrimination (~400 words):

(1) List your proposed segmentation profiles (see above: Consumer Insights in
Econometrics & Data Analysis).
(2) In general, market segmentation increases profits when the implementation
goes well. For your new offering, are the conditions for market segmentation
satisfied? The two conditions to successfully segment the market are:
- the price sensitivity of consumers should differ considerably between the
segments
- buyers must be unable to transfer the product easily from one segment to
another
(3) Make a ranking of the selected market segments in terms of the price
sensitivity of the consumer groups.
 (4) Explain the relationship between market power and the price sensitivity of
consumer groups.
(5) Make a ranking of the selected market segments in terms of the proposed
selling price.
(6) Discuss whether profits can/will be higher by applying market segmentation
for your new offering.

Please insert your text here

Legal protection for the communication about the new
offering (Trademark law)
Based on your previous finding, create one or several signs (brand names, logos, jingles…)
that will be legally protected and allow the company to safely communicate and build a good
image around the new offering.

Besides filling in the section below, you are also required to add two appendices.
One of them is related to the registration form for your trademark (either the EU or the FR
form). These forms are available on IOL. They are in pdf, so please merge them in your final
report pdf format. This will be Appendix 2.
The other is a compendium of the screenshots of your rights prior Internet searches. This will
be Appendix 3.
Finally, you have the possibility to upload on IOL (instructions there) a multimedia file if you
want to register a multimedia trademark.

This section should contain (~1200 words) in total

a. Define the goods and services for which you will register your trademark considering
your project. Please fill up the appropriate trademark registration form accordingly.
(~200words)

Please note that for questions a., b., and c., you are required to fill in a registration form.
Registrations forms for an EU or an FR trademark are available on IOL (if you would need
other national registration forms for other countries you could make a fake one based on the
provided forms) They are in pdf, so please merge them in your final report pdf format as
Appendix 2.

Please insert your text here

b. Define the territories in which you will register your trademark considering your
project. Identify the type(s) of trademark needed and the costs related. Please justify
your answer. Please fill up the appropriate trademark registration form accordingly.
(~150words)

Please note that for this question you are also referred to the trademark registration form
mentioned in the previous question.

Please insert your text here

c. Define the sign for which your trademark will be protected. Please provide a valid
representation and justify of it. Please fill up the appropriate trademark registration
form accordingly. (~100words)
Please note that for this question you are also referred to the trademark registration form
mentioned in the previous question. In addition, if you want to register a multimedia
trademark then you will need to upload a separate audio or video file. Please name it “TL
Trademark” and upload it on IOL in the same space as the rest of your report (instructions
on IOL).

Please insert your text here

d. Check the intrinsic validity of your trademark. Please justify your answer.
(~250words)

Please insert your text here

e. Check the availability of your trademark. Please justify your answer and show
the results of your prior rights researches. (~500words)

In addition to your answer below, you are also requested to make an Appendix 3 including
the screen shots showing the results of your prior rights research on the Internet

Please insert your text here

How the offer financially contributes to the firm?
(Fundamentals of Financial Accounting)
Set up financial statements for the firm and indicate how your proposed concept can
contribute to the financial results of the company.

For this, please upload on ieseg on line a separate Excel file (instructions on IOL). In this
Excel file, you need to bring
(i) a Tabular analysis and
(ii) the required financial statements.

KIND REMINDER: IN THE TABULAR ANALYSIS, YOU MUST EXPLAIN THE

TRANSACTION IN A CELL JUST NEXT TO THE TRANSACTION.
General Conclusion
(~1000 words)
a) In sum, how will your offer help the company to strive?

Please insert your text here

b) How will this project contribute to your career? In addition, how was your
overall experience?

Please insert your text here

c) How do you rate the integration between the different disciplines involved in
the project?

Please insert your text here

a)
References (APA Style)
General rule:

Author’s surname, initial(s). (Date of publication). Title of the publication. Journal (for
academic articles) or Location and Publisher (for books). Retrieved from: URL

Example:

Xu, L., Mehta, R., & Dahl, D. W. (2021). EXPRESS: Leveraging Creativity in Charity
Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior.
Journal of Marketing. Retrieved from: https://doi.org/10.1177/00222429211037587
Appendix 1. SPSS output for Consumer Insights
(Econometrics and Data Analysis)
Appendix 2. Trademark registration form, EU or FR
(Trademark Law)
Appendix 3. Screenshots of prior rights research on the
Internet (Trademark Law)