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UNIVERSIDAD RICARDO PALMA

FACULTAD DE INGENIERÍA
ESCUELA PROFESIONAL DE INGENIERÍA INDUSTRIAL

TRABAJO Nº 6
SEXTA EVALUACIÓN
“DISTRIBUTION/COMMUNICATION”

CURSO: MERCADOTECNIA

DOCENTE: ING. MAIL VARGAS SANTA CRUZ

ALUMNOS:
 JAIMES SANCHEZ, FRANCO
 MENDOZA GUEVARA, ENRIQUE
 TINOCO TEJEDA, BENJAMIN

2017 - I
Nowadays for those who like plants but forget to take care and water them,

Suculentas plants will suit into their lives perfectly. No attention needed, and

they are ideal for inner spaces like living room, guest rooms, and bathroom,

inclusive. Moreover, are well-known because of its adaptability to dry household

environment.

Suculentas are pretty common used to decorate or even considered as a gift for

different celebrations. It's a fact, Suculentas have reached popularity in our city.

Y.A.R. is a new brand who has recently decided to sell these kinds of plants

due to its popularity, but has no idea how to start, regarding where to sell them

and how to distribute them.

Actually, there are many options available in the market but Y.A.R. is

completely sure not only its products would be different but also the accessibility

its customers will have to get them.


1. How would you distribute Suculentas if you were in charge of its
commercialization? Consider the whole aspects described in class (In
terms of channels designed on customer perspective, number and type of
sales intermediaries)

DESCRIPCIÓN ENFOQUE EN LA EMPRESA

 The sales force itself


TYPE OF INTERMEDIARY AVAILABLE  Form an alliance with the CASA & IDEAS
store to be distributors who buy a quantity
of products and offer them to their store
customers.

There will be an Intensive Distribution with many


NUMBER OF INTERMEDIARIES sellers, at a relatively low price compared to the
NECESSARY market and a high frequency of purchase with a
considerable variety of products.

FUNCTION AND RESPONSIBILITY OF The scope of the product conditions as well as the
EACH CHANNEL MEMBER mutual responsibilities and services with the
company are provided.
2. In terms of communication, which communication objectives would you
consider for this product? Explain.

NEED OF CATEGORY: Suculentas is a new product in the market, and what it


seeks to communicate to all its target audience is that by acquiring it will provide
an environment of nature within the home without the need of attention
(watering).

BRAND CONSCIOUSNESS: Y.A.R. Is a brand new in the market that has no


idea how to start, with respect to where to sell them and how to distribute them.
What should the brand Y.A.R. Is to penetrate the market by means of discounts
or promotions of the product Suculentas, to sell by Internet in places like
Facebook, twitter, etc., and little by little to appear in the market and to be in a
short period of time a competitive brand.

ATTITUDE AGAINST THE BRAND: Y.A.R. Is a brand that seeks to provide the
customer with the Suculentas product that has gained popularity in the market
with the sole purpose of being able to give that environment of nature inside the
home without needing to attend them without taking up much space and that
can adapt perfectly to their lives.

INTENDED PURCHASE OF THE BRAND: Customers should know how good


the brand is and have good references of people who have already purchased
the product and how good the service they provide when contacting the brand.
3. Design a specific communication, considering your objectives and
explaining the kind of message you will define.

In order to be able to make a specific communication, the content of the


message must first be performed, which will be: Y.A.R. Is a new brand in the
market, which seeks to provide its target audience with an innovative product
called Suculentas, is a plant that does not need attention and give you that
feeling of being surrounded by nature, does not take up space and can be used
as a gift For different celebrations.

Second, it will have the structure of how to say it, which will be given in an
informative way as follows: It will be announced the product offering the benefits
that this has, which is to provide a natural environment in the home, will not
occupy too much space for Be a decorative object or even give someone of
their affinity.

And finally, who should say it, and it will be done in the following way: You can
contact a popular source to make the product more striking, have a greater
push, than those who admire that character, want to have what it offers.