FUNDAMENTOS DE MARKETING
FINAL CONSIDERATIONS FINAL DELIVERY OF THE PROJECT
The final document must be coherent with everything worked on throughout the
course and the deliverables of the subject.
THE FINAL PROJECT IS NOT A COPY AND PASTE OF THE PREVIOUS DELIVERIES: IT IS
AN ACADEMIC PROJECT THAT SHOULD SHOW YOUR SKILLS AS UNIVERSITY STUDENTS.
To be clear about which sections should be included, review the document “Team
project" posted on Moodle.
It is critical that the project contains all the required sections.
Failure to include some of the sections will cause failing to pass the team project.
In those classes in which a survey has been carried out (Statistics subject), it is
expected that the analysis of the same and the conclusions drawn will be included in
the work.
The work must have a coherent structure, fluency and not be a copy-paste document
of all the deliverables.
At the level of format and style, there must be uniformity.
In addition to the sections worked on in the previous deliverables, the final project
must include the communication and distribution strategy, as explained below.
You must cite properly and include a list of references at the end of the document.
FUNDAMENTOS DE MARKETING
Part 1: Distribution strategy
o In this deliverable you must develop the distribution strategy following the
theory delivered in class:
Explain globally what the strategy would be to get the
product to the final consumer.
Explain the strategy of verticality.
o Will direct channels be used?
o Will indirect channels be used?
Short or Long channels, and justification
o Could a mix of direct and indirect channels be
used? Why?
Explain the strategy of horizontality: what strategy would
the company follow? Exclusive, selective, or intensive?
Why?
Develop a consistent list of major retailers through which
you would distribute your product. justify the choice.
Draw a sketch of your planned distribution channel.
FUNDAMENTOS DE MARKETING
Part 2: Communication strategy
o You have created a new product. Now you must develop the appropriate
strategy to inform your targets and persuade them to buy. In this part you must
develop your creativity and create an attractive, efficient and innovative
communication.
Explain globally the strategy to communicate the
product.
Specify the objectives of the communication campaign.
Analyze the possible instruments, which would be the
most appropriate for your product and type of client.
Decide the budget to assign to the advertising campaign.
Decide the creative strategy:
o Design the message by creating a slogan.
o Explain how that message is going to be
transmitted: emotional, rational stimuli, values,
fear...
Explain the broadcast strategy:
o In which media will be advertising done? Why?
o Of the selected media, in which specific vehicles?
(Magazine, TV program, web pages...) It must be
coherent with your target.
Develop two promotional actions to try to achieve
different objectives. Specify:
o Objective of the promotional action
o or type of promotion
o or who is it for?
o Incentive offered.
