UNIVERSIDAD

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Courses: Product Design and Development Professor: Estuardo Lu
Marketing Management

FINAL TEAM WORK

Your group should develop a draft LAUNCHING PLAN of a new product OR RE-LAUNCHING
of an existing product or service with some significant innovation. This semester the category
is going be Cereals. Each team is going to represent one Key competitor of the category
(Nestle, Alicorp, Kellog´s, Molitalia, Quaker-Pepsi Co. and Gloria )

For this, you will have to identify the idea of an innovative product and the company that
would develop it (company that already exists or new company). With this, you should
analyze and diagnose among all the situation of the same in order to determine the problem
or level of attractiveness of the market opportunity for the product and propose
recommendations with objectives and strategies (depending on the corresponding course) to
improve the situation of the proposed brand and to be validated through market research

The team should meet periodically to discuss with the rest of the members what you are
proposing for the plan, so that you can articulate the parties well and an integrated plan is
achieved and also made that everyone knows the complete plan and can verify the
coherence in everything they pose. The team will be wrong in only dividing the items of the
work individually, not meeting and not discussing the solution or proposal among all team
members.

In other to generate a winning concept your team should hire the market research services
from a Consumer Psychology specialist that is offering his consulting services. For this purpose
each team should define the product idea for the project and fill the market research brief
template to require a market research study in order have key information of your target
(product usages, consumer habits, attitudes and insights).

Before choosing the market research services each team should require at least two
different market research proposals with quotation in commitment. Teams should
evaluate and negotiate with the market research specialist and select one of them as
your partner for the development of the project.

The work includes the analysis and diagnosis of the situation to determine the level of
attractiveness (strategic assessment) and the definition of objectives, strategies and
recommendations for having a successful launching for the product (strategic formulation
and tactical programs) and its validation through market research (qualitative and
quantitative).

Learning Objective

This assignment seeks that the participants develop an essential capacity that every
Professional in Marketing must master, which is, to be able to articulate and integrate the
research resources, the concepts and the strategies learned in a Marketing plan for the
launch of a product.
TENTATIVE INDEX

* EXECUTIVE SUMMARY (Only in 2 pages – is synthesis of the problem, the findings,

conclusions and recommendations. It summarizes the main approaches and proposals
recommended for the product. It isn't an introduction, not the antecedents, neither a
preface.) May use the example of a brief or format for a launching recommendation.

1. ANALYSIS AND STRATEGIC DIAGNOSTIC (Where am I?)

1.1. Analysis of the Mission, Vision and Values and/or Business Principles. (gianella)
1.2. Buyers and Consumers Market Analysis
1.2.1.Level or % Penetration of the Category
1.2.2.Market Size - Historical Evolution
1.2.3.Existing Segmentation
1.2.4.Growth Rate of the Total Market and by Segment
1.2.5.Unsatisfied Needs and Trends
1.2.6.Purchasing Habits:
1.2.6.1. Frequency and quantity of purchase
1.2.6.2. Reasons for product purchase
1.2.6.3. Decision makers and influencers of the purchase
1.2.6.4. Moments of Use
1.2.6.5. Frequency and volume of consumption
1.2.7.Purchasing Attitudes:
1.2.7.1. Brand Awareness
1.2.7.2. Perception of Brand Image
1.2.7.3. Brand Preferences
1.2.7.4. Reasons of use and non-use of the Brands
1.2.7.5. Valuation of Attributes
1.2.8.Distribution or Commercialization Channels
1.2.8.1. Main points of purchase
1.2.8.2. Typical Commercial Structure of the Market
1.2.8.3. Resale Prices and Commercialization Margins
1.2.9.Others

EXTERNAL ANALYSIS

NOELIA

1.3. Global Environment Analysis – The Competitive Advantages of Nations

1.4. National Environment Analysis - Macro Environment - SEPTE.

1.5. Competitive Environment of the Sector Analysis - Micro Environment – 5

Forces
1.5.1. Power of Suppliers
1.5.2. Power of Customers Buyers
1.5.3. Entry of New Potential Competitors
1.5.3.1. Entry and Exit Barriers
1.5.4. Competition of Substitutes

SARA
1.5.5. Current Direct Competitors Analysis
1.5.5.1. Strengths, Weaknesses
1.5.5.2. Current and Future Strategies
1.5.5.3. Rivalry Level and Competitive Position
1.5.5.4. Competitors Positioning
1.5.5.5. Coverage or Distribution
JUNTAR EL TRABAJO AL FINAL E INDICE

JUAN
1.5.5.6. Penetration in Households or Customers
Básicamente, las cuatro empresas intentan presentar envases
cómodos y pequeños para cargar y transportar, en el caso de los
productos enfocados a niños las envolturas son mas llamativas y
practicas, en los productos que se enfocan mas en hogares se
enfocan en resaltar las cualidades del producto y el precio de
adquisición.
Los rangos de precios de los productos de MOLITALIA varian desde
los 0.60 centavos hasta los 30 soles.
1.5.5.7. Packaging and Presentation Size
1.5.5.8. Product Types
1.5.5.9. Average Prices by Point of Sale
1.5.5.10. Positioning Comparative Analysis
COSTA
 1.5.5.11. Products and Presentation Comparative Analysis
BIBLIOGRAFIA Y FORMATO

INTERNAL ANALYSIS

1.6. Analysis and Implications of the Results Obtained in previous years

1.6.1. Turnover
1.6.2. Volumes
1.6.3. Market Share
1.6.4. Coverage or Distribution
1.6.5. Brand Awareness and Brand Recall
1.6.6. Current Positioning
1.6.7. Penetration in Households or Customers
1.6.8. Average Prices by Point of Sale
1.6.9. Product Portfolio Analysis
1.6.9.1. BCG Matrix
YARELIS
1.7. Resources Analysis
1.7.1. Cash
1.7.2. Receivables
1.7.3. Inventories
 1.7.4. Plant and Equipment
1.7.5. Own Infrastructure
1.7.6. Brands and Patents
1.7.7. Own Processes
1.7.8. Brand Image and Purchase Intention
1.7.9. Others Intangible Assets

1.8. Capabilities and Skills Analysis

1.8.1. In Inbound Logistics
1.8.2. In Research and Development
1.8.3. In Production or Operations
1.8.4. In Marketing
1.8.5. In Sales
1.8.6. In Outbound Logistics or Distribution
1.8.7. In After-sales Service
Se consideran los servicios post-venta que son importantes para la
experiencia del cliente con la marca. En el caso de Don Vittorio, cuenta
con espacios en plataformas web en el los que los consumidores
encuentran respuestas a sus dudas y se comparten contenidos
referentes a la marca, como recetas y publicidad
1.8.8. In Negotiations and Customer Relations
Con el propósito de convertirnos en la empresa de consumo masivo más respetada
y valorada de Latinoamérica, debemos mantener y fortalecer en el tiempo el respeto
que nos hemos ganado en nuestros grupos de interés. Debemos ser capaces de
generar valor compartido que garantice el buen desempeño y viabilidad de la
Compañía en el largo plazo, potenciando nuestro modelo de negocios y
considerando los efectos económicos, sociales y medioambientales que genera
nuestra cadena de valor en nuestros grupos de interés. El soporte que nos otorga
nuestra cultura interna, basada en el respeto a las personas, conducta honesta y
compromiso con la Compañía, administrar los recursos con sobriedad, eiciencia y
pasión por el trabajo bien hecho, es fundamental para implementar nuestra
estrategia de Sostenibilidad.
1.8.9. In Finance
1.8.10. In Human Resources
1.8.11. In Information Technology
1.8.12. In Supplying

STRATEGIC DIAGNOSTIC (3 personas) LUCIA, VIERA, GIANELA

1.9. SWOT Analysis and Definition of the Business Key Factors

1.9.1 SWOT and its implications
1.9.2 EFE and EFI Matrix
1.9.1. I-E Matrix of Market Attractiveness versus Competitive Position
1.9.2. Conclusions of the Market Attractiveness Analysis

1.10. Present Situation Diagnostic

1.10.1. Main Opportunities and Threats

1.11. Future Situation Forecast (pronóstico de la situación futura)(numérico)

1.11.1. Projections and Premises of the Market(premisas y proyecciones del
Mercado)
1.12. Cross SWOT Analysis – Strategic Options (Not required)
2. STRATEGIC FORMULATION – OBJECTIVES AND STRATEGIES (Where and How do
you want to go in the long term? What should I do?)

2.1. Definition or Redefinition of the Mission and Vision of the Company (only if the
diagnostic show that a mission or vision redefinition is require)

2.2. Target Market or Objective Segment

2.2.1. New segmentation proposed (if it is applicable)
2.2.2. Primary Target and their unsatisfied needs or problems
2.2.3. Secondary Target

2.3. Product Demand

2.3.1. Total Market, Ceiling Market, Potential Market Size estimations
2.3.2. Objective Market and Target Market estimations

2.4. General Business Objectives

2.4.1. Financial Objectives
2.4.1.1. Turnover Target
2.4.2. Commercial Objectives
2.4.3. Sales Forecast in Value and Volume (units)
¿What would be the possible demand and your market share?
2.4.4. Target Market Share

2.5. Generic Long Term Strategy for the Business

2.5.1. Differentiation, Cost Leadership or Niche
2.5.2. Competitive Position or Leadership Strategy
2.5.3. Grow Strategies (only the options that fit with the diagnostic)
2.5.3.1. Market Penetration
2.5.3.2. Market Development
2.5.3.3. Product Development
2.5.3.4. Diversification
2.5.3.5. Integration
2.5.4. Other Strategies (only for relaunching or if the diagnostic show their need)
2.5.4.1. Maintenance
2.5.4.2. Defense
2.5.4.3. Reinforcement
2.5.4.4. Restructuring
2.5.4.5. Retirement
 2.6. Value Proposition and Positioning Strategy
2.6.1. Value Proposition Elements (Differential and Input)
2.6.1.1. Value Proposition canvas and customer segment fit
2.6.1.2. Key Attributes or Reason to Buy
2.6.1.3. Customer Segment Empathy Map
2.6.1.4. Is there any Insight in the Target Market?
2.6.1.5. ERIC Matrix application for the improvement of elements of the Value
Proposition

2.6.2. Current Positioning (if the product already exist)

2.6.2.1. Positioning Statement
2.6.2.2. Slogan

2.6.3. Proposal of Positioning Concept for the Future

2.6.3.1. Present and Future Map of Positioning versus the Competence
2.6.3.2. Target Segment or Objective Public
2.6.3.3. Key Benefit (type of key benefits and Brand leadership)
2.6.3.4. Support or Reason to Believe
2.6.3.5. Statement of Future Positioning
2.6.3.6. New Slogan or Promise of Sell

2.6.4. Concept Test

2.6.4.1. Concept Test Design
2.6.4.1.1. Acceptance Level
2.6.4.1.2. Liked atributtes
2.6.4.1.3. Credibility
2.6.4.1.4. Newness
2.6.4.1.5. Purchase and
2.6.4.1.6. Repurchase Intention
2.6.4.2. Concept Test Results
2.6.4.3. Product Tests Design

3. OPERATIONAL PLAN TACTICS AND OPERATIONAL OBJECTIVES (How to deal with

the short term?)

3.1. Specific Objectives

3.1.1. Turnover
3.1.2. Volumes
3.1.3. Market Share
3.1.4. Brand Awareness
3.1.5. Positioning
3.1.6. Coverage or Distribution
3.1.7. Penetration in Households or Customers
3.1.8. Intensity or Purchase Frequency
3.1.9. Others

3.2. Marketing Mix Strategies and Tactics

3.2.1. Product
3.2.1.1. Product Competitive Strategy Statement
3.2.1.1.1. Valued Attributes by the Consumer
3.2.1.2. Definition of the Key Elements of the Product Dimensions
3.2.1.2.1. Houses of Quality Diagram
3.2.1.2.2. Physical and Chemical Characteristics
3.2.1.2.2.1. Product National Norm and Specifications
3.2.1.2.2.2. Service Protocol (if applicable for the case)
 3.2.1.2.3. Packaging Types and Size of Presentations
3.2.1.2.4. Types of Product or Line Extensions
3.2.1.2.5. Brands and Sub Brands and Reasons for Brand name choice
3.2.1.2.6. Brand Identity components
3.2.1.2.7. Complementary Services
3.2.1.2.8. Warranty
3.2.1.2.9. For Services, Interaction Processes Analysis
3.2.1.2.10. Others

3.2.2. Launching or Relaunching Strategy

3.2.2.1. Launching Method

3.2.3. Promotion or Communication

3.2.3.1. Communications objectives
3.2.3.2. Advertising and Media Mix
3.2.3.2.1. Creative of Copy Strategy (not required)
3.2.3.2.2. Media mix Strategy
3.2.3.3. Sales Promotions
3.2.3.3.1. Activities to promote the new product adoption
3.2.3.3.2. Activities for product trail and sampling
3.2.3.3.3. Activities to generate customer loyalty and retention
3.2.3.4. Public Relations
3.2.3.4.1. Stakeholders mapping
3.2.3.4.2. Activities and events to generate WOM and Brand image
3.2.3.5. Direct Marketing (if it is applicable)
3.2.3.6. Personal Sales (not Required)

3.2.3. Prices
3.2.3.1. Price Strategy
3.2.3.2. Competitive Pricing Policy
3.2.3.3. Pricing
3.2.3.3.1. Valuation and Price Sensitivity
3.2.3.4. Cost Structure and Profitability
3.2.3.5. Price Tactics
3.2.3.6. Price List and Price Structure to the Channel
3.2.3.6.1. Margins and Discounts by Channel and Point of Sale
3.2.3.6.2. Payment and Credit Conditions
3.2.3.7. Break-Even Analysis (if it is applicable)

3.2.4. Place (Not required)

3.2.4.1. System Sales and Distribution Chain
3.2.4.2. Distribution Channels: Functions and Profile of Points of Sale
3.2.4.3. Coverage Level or Intensity
3.2.4.4. Organization of Sales Force
3.2.4.5. Sales Force Requirements and Qualifications
3.2.4.6. Selection of Distribution Channels
3.2.4.7. Location of Stores and Market Coverage by Channel Type
3.2.4.8. Frequency of Visit by Channel Type
3.2.4.9. Policy of Changes or Return
3.2.4.10. Systems or ECR Processes
3.2.4.11. Visibility and Merchandising by Channel Type
3.2.4.11.1. Location Inside in the Key Points of Sale
3.2.4.11.2. Support Elements in Points of Sale
 3.2.4.11.3. Definition of Category Tree
3.2.4.11.4. Planograma of Exhibition for Points of Sale
3.2.4.11.5. Advertising Material for Points of Sale
3.2.4.12. Others

4. CONTINGENCY PLANS (Not required)

4.1. Low Probability Scenarios
4.2. Action Plans for Areas

5. BUDGET (Not required)

5.1. Financial Aspects
5.2. Sales Budget
5.3. Marketing Budget

6. EVALUATION AND CONTROL (Not required)

6.1. Budget
6.2. Profitability
6.3. Strategic
6.4. Operational
6.5. Key Indicators

BIBLIGRAFIC REFERENCES (Must use APA format)

ANEXS

Can include:
o Any other information that complements your analysis:
o Brief for a market research request
o Market research consulting services comparision and selection
o Market research report with:
 Secondary Information findings
 Research design and measurement instruments.
 Reports of the results of your primary research.
o Information of packaging and packing process.

Additional guidelines

If require made the assumptions that you believe are appropriate to clarify for the support of
your final recommendations. For the internal environment analysis, in case the product is new,
you can consider it as the startup entrepreneurship project of your team or you might suppose
that it is going to be launch by a well know organization or corporation. (Don't need to include
investment, costs or profits for budget purposes).

Include only the following headings marked in yellow or in green in your Final Project (green
parts can be developed together with the support of your Consumer Psychology specialist).
Depending if you have collected public information or have the access to the information.
Final Presentation
The plans are presented written in the UEvirtual (in word and ppt) or in a USB (with all the
sustents or attachments investigated) and orally (with ppt or similar) in English in a Board
session chaired by the course teachers and an additional team of students of the courses.
And also printed with one copy of the written Word document.

Each team will have a maximum of 40 minutes to present their proposal and 10 minutes to
answer the questions. The presentation will be done in the last week class as indicates the
syllabus

 Plans must be concise, clear with high level of analysis and synthesis. This include:
- High quality Executive Summary
- Clear definition of the opportunities and of the problems in the Diagnostic
- Clear definition of the objectives
- Effectiveness in the recommended strategies and tactics
- Coherency and creativity of the all the ideas of the strategy
 High impact oral presentation would receive extra grades.

 Qualification criteria:
First Draft Report 20%
Final Report
Oral team presentation 25%
Written report 30%
Individual Oral presentation and contribution to the 25%
team (Professor´s and team members evaluations)