[MUSIC] Hi, let me now introduce you to the third assessment of this marketing plan course. And this one is going to be about the marketing mix, probably the most important part of the marketing plan, usually the longest. And so, we've been through two previous assessments. The first one was the analysis, very important to know well the situation of the market and to find where are we, so define the situation that we have in the market. Second one was defining the marketing strategy. Absolutely essential, because that's where we need the objectives, that we're going to try and achieve here, and especially because in the marketing strategy definition, we need to find a target segment and the positioning. And the rest of the marketing plan is going to be basically implementation, so second part of the second assessment, it probably is one of the most important things. So once we have clear the objectives, the target segment, and the position, now is the moment where we try to implement them. And basically we try and reach those objectives by defining marketing actions. And as you know well, we define this as the marketing mix and sometimes this is also called the four piece. So what is what we're going to talk about here? You're going to define your product strategy, carefully. Thinking about levels of product, thinking about the target segment that you want to reach, and providing a definition of your product strategy, and branding strategy for your marketing plan. Second thing that you're going to do here, pricing strategy. You're going to define your price, and you are going to justify your pricing strategy. How come? Well, basically you need to identify criteria for pricing, for defining your pricing strategy. You will review our lessons in pricing, and probably you will find clear criteria on how to price your product. Next one is going to be the distribution channel. So we decide how are we going to get to the final consumer, to the final customer. And once again, review carefully what we have been discussing here, and basically try and identify what could be the best distribution channel for your product. Direct or indirect and give, once again justification for the type of channel that you're proposing. And the last stage is the one that really's going to be, probably making the difference, it is communication. And that is basically what you define what is going to be the target for your communication campaign, what is going to be the budget, and what are going to be basically communication tools that should be used in your marketing plan. Four of them relevant, absolutely crucial in the marketing plan, and so that's why I recommend you that you carefully think about it. Carefully consider the different criteria that we've been discussing here and propose a marketing mix that is consistent and coherent with the analysis and the marketing strategy that you've done before. Let me remind you once again that those of you doing the case, case, should follow the information that you're given in the case and propose your product strategy, pricing, distribution channel and communication. And those of you pursuing your own project, your own business, remember to identify your progress strategy, pricing strategy, distribution channel and communication and also please provide us with first paragraph introducing your product. And explaining any circumstances that should be known and understood before writing the rest of the marketing mix document. Once again, thank you for being with us. Hope you enjoy the exercise and I hope you learn a lot. Thank you very much. [MUSIC].