INTERNATIONAL MARKETING

ACTIVITY 1 (10%) - UNIT 5

DELIVERY DATE: 02/01/2023

● Individual Activity
● Length: 5-10 pages
● Delivery: PDF document

Briefing of the new product (good, service, etc.) and business idea to develop
(specify the country).

1. Description of the product, categorization and needs it covers / benefits for the consumer.

2. Justification of the Idea of the product or service to be developed (market opportunity).

3. Description of the activity (sector in which it operates, characteristics, type of activity...).

4. Definition of the target audience (demographic, geographic, psychographic and behavioral

data).

5. Assessment of utility and value to the potential consumer. Define the uses and benefits
that the new product/service brings to the consumer.

6. Define the differential characteristics of the new product or service offered and justify
why (they must be related to the business opportunity). They can be technical aspects
(ingredients, packaging,...), unmet needs, technological aspects, new services,
improvements to current services, new flavors...

7. Define through which product attributes it will be communicated and how are the aspects
that position the launch (packaging, label, brand...).

8. Make a CONCEPTUAL POSITIONING MAP with the main competitors and the product or
service to be launched. Choose on both the X and Y axes the variables that you consider
most appropriate. They can even be 4 variables.