1. COMPANY INFORMATION
Name of the company Trade’s name Company’s activity
PRESENT TENSE
Mermeladas de Colombia SAS Production and Marketing Direct sales of jams to fixed customers and the public in general. 2. COMPANY HISTORY PRESENT TENSE History of the company in detail Advertising Mermeladas de Colombia SAS; founded has been traditionally done? in February 2014, the result of an entrepreneurship project and with its own resources, in the course of the market study has been developed to identify the niches of the market. carrying out Marketing processes in chain Supermarket, shopping centers through tastings and product exhibition in stand of markets which have great affluence of people. What kind of advertising and what issues were addressed? Exhibitions in chain markets, POP advertising, spoken and written. there were economic problems, because of the cost of the guidelines in radio and press, the competition has advertising on television which makes it a problem for Mermeladas de Colombia SAS because they do not have enough resources to get to schedule on television, which makes it a problem for the company. What were the objectives of previous campaigns? The objectives were; publicize the product to people and places which were not impact on the launch of the product, plant the product, seek to obtain acceptance among people who have not been able to comvencer sales of comsumir Tropimix marmalade. What are the characteristics of your product or service? Tropimix jam; It is a fruit based preserve like passion fruit and pineapple, without artificial preservatives, yellow color, rich in water in the same fruit, rich in vitamins E, endulsed only with the sugar of the fruit. that's why it's said to be 100% What is the current position of your product in natural. the market? It is in a challenging position, because it is
3. THE PRODUCT OR SERVICE
second in the market by 80% and 20% is leader, first, fighting for first place with the competition that has been in the market for years. PRESENT TENSE
Description of the product or service with all its features: Mermelas Tropimix is a product in Physical (if it has) presentation of 250 grams, packaged in a bottle that after consumption is for glass for the kitchen of the homes, its yellow color comes from the combination of passion fruit and pineapple, its flavor is pleasant because it is only endued with the sugar of the fruit. Chemical characterization (if it has) Nectar is a product made up of juice and fruit pulp, these must be free of foreign matter and flavors, They have a uniform color and smell similar to that of the respective fruit. With the objective of characterizing fruit-based nectars of milky, passion fruit and pineapple. The parameters studied were: content of vitamin C, reducing sugars, titratable acidity and acceptability. Packaging (if it has) Carton box of 50 by 30 centimeters by 10 high, contains 24 jars of Tropimix jam of 250 Grams.
Benefits
Trajectory (how long was it released).
The parchita known in many countries but maracayá in others, is a fruit that contains water, fiber, abundant caloric value, vitamins of various types A, B and C among others also minerals such as potassium, phosphorus, iron, thiamine, riboflamina etc. Reduces the risk of hypertension, pineapple is excellent for this because one cup of pineapple contains one milligram of sodium and one hundred ninety-five milligrams of potassium. Marmalade Tropimix has 4 years in the
Legislation
Ifecycle
market, started as a strange product occupying 60% in the canned market, 4 years later it is a product that occupies 80% and 20% occupies the first place in large markets. The purpose of the additives is to maintain and preserve the quality of the product, to ensure safety and health, to increase or maintain nutritional value, to contribute to conservation, to improve functional properties (for example, their availability outside temperature), to promote the acceptance of consumer (enhancing flavors and colors) and facilitate the preparation of the food. However, each additive carries a risk to health, often verifiable only in the medium and long term. The risk of an additive lies mainly in its toxicity, mainly related to the amount that is added to the food and its carcinogenic or toxic effect. The additives are allowed for addition according to the regulations established for their use. In addition there are other additives whose toxicity is not completely clear, is the case of aspartame-type sweeteners, or dyes that according to studies have come to generate alterations in people. Brix degrees to which the product should be kept maximum; 68-72. Add maximum: Sorbic acid 25mg / kg weight, Benzoic acid 5mg / kg weight, LAscorbic acid 15mg / kg weight, Pectin 10%. According to the NTC standard, for jams.
6 months from the day of its preparation. 4. SWOT MATRIX (STRENGTHS, PRESENT TENSE WEAKNESSES, OPPORTUNITIES AND THREATS) Weaknesses (they are internal to the company) 1. Being a new company, its participation in the market is low. 2. Low business experience within the
sector. 3. In sales, growth is very slow because it Opportunities (they are external, what the sale is a new product in the market. opportunities are) 1. The growing demand for natural and traditional products. 2. Customers is willing to try new Strengths (they are internal ) products. 3. Strategies at the points of sale.
Threats (they are external )
5. BUDGET
It’s the money assigned to the project.
6. CONSUMER/TARGET AUDIENCE
1. Manufacturing is easy to prepare. 2. It is a market niche. 3. The Tropimix marmalade is a 100% natural product and has a high nutritional content. 4. Product of massive and permanent consumption. 1. The competition between strong brands positioned and with fixed clients. 2. Aggressive advertising between competitions. 3. Increase of raw material for production. PRESENT TENSE The money assigned to the project is $ 280,000,000, own contributions and bank financing. PRESENT TENSE
Describe the three types of consumers:
End consumer: The person who Person or organization that makes consumes the product, but doesn’t effective use of a certain product or service and that entails the supply of a decide on the purchase. good. These are the consumers advertisers target in their mass media advertising campaigns. Real consumer or objective: The person who makes the purchase The "REAL" client is the one for which you have worked (he has not worked with decision. you), for many years. That is the loyal customer, he makes the orders to you, there is confidence he does not look for another supplier but you.
Potential Consumer: The person who has a provisional contact with the The potential client is one of the product or who will be the consumer in fundamental aspects that is always taken into account in any economic entity, the future. because in them lies the opportunity for growth and development. The potential client is any person who can become a buyer (the one who buys a product), user (the one who uses a service) or consumer (the one who consumes a product or service), since it presents a series of qualities that they do it prone, either by needs (real or fictitious), because they have the right profile, because they have the economic resources or other factors. Describe the profiles
Demographic profile
Geographic profile
Psychographic profile
Result of image so that it is a profile demográficowww.scribd.com A demographic profile is a set of estimators, tables and graphical representations that succinctly summarize the state of a population (or population structure: characteristics of its members and spatial distribution for the moment evaluated) and the processes of growth or decrease. Geographical segmentation refers to the division of the market taking into account the geographical differences between one place and another, when distributing the products or services. Geographic segmentation helps to collect and analyze information according to the physical location of the people. Result of image so that it is a Profile psicográficoes.slideshare.net Transcript of consumer's psychographic profile. It is an attribute which serves to segment the market and divides the buyers into different groups based on their social class, lifestyle or personality characteristics. Values Personality
7. COMPETITION/POSITIONING
Consumer Lifestyle Activities. PRESENT TENSE
Describe the type of competition your product or service has:
Direct
The right competition of Marmalade Tropimix; brands like La Constancia, San Jorge etc.
Hint
Products such as milk, butter, cheese, etc.
Main Competition
We observe that there is a leading brand in Colombia that is fruity, because for many years it has created a strong brand with a lot of remembrance in Colombian families, but they do not have jam of arazá what represents for our company a competitive advantage, the only national company This product is offered by a company from Caquetá called MUKATRI, but it is not a well-known brand, so far it is starting to offer its products in large areas such as Carulla and Carrefour.
8. PROJECT OBJECTIVES
PRESENT TENSE
Describe the goal to be achieved in your Consolidate Mermeladas de Colombia project. SAS, with its flagship product as the number one regional and national level, to provide employment and development to the communities, with the purchase of raw materials and the generation of employment. Locate the company as one of the 5 producers of the country of canning on a large scale and with the hygiene guidelines required by law. 9. MARKET RESEARCH
PRESENT TENSE
Explain the market research you have made in A segmentation was performed as your project: which are the latest changes of follows: Demographic Segmentation: consumers and the target public? Men and Women Buyers between 5 years and older. Consumers men and women of all ages of strata 1, 2, 3, 4, 5 and 6 Geographical Segmentation: Initially
10. SCHEDULE
covering in the city of Villavicencio (Meta), with a market size of 600,000 people, with a warm climate that does not exceed 32 °. Psychographic segmentation: High class, medium high, medium and low average, people who like healthy, natural and good tasting products. Segmentation Use / consumption: Usually in Colombian homes they buy jam once a month, but in Villavicencio they usually buy weekly, however they can buy additional but of different flavors, being their frequency of daily use in breakfasts, ounces or food , the most frequent places of purchase are shops and small neighborhood supermarkets and as a second option the chain stores. Every day the markets are changing, they have new tastes, new diseases are born that make preserves are forbidden by doctors, children who previously consumed jams now no longer do so because their parents no longer have the money to include this product in the family basket. PRESENT TENSE
Include the distribution channels for the products of your project:
Direct
With the popularization of the internet and the settlement of electronic commerce, distribution channels have undergone the logical changes for adapting to new technologies and digitalization. This has caused the approach between manufacturers and consumers, blurring the participation of the different distributing agents, but traditional channels continue to exist and work. Own or direct channel: The company itself Tropimix Marmalades of Colombia SAS manufacturer is responsible for getting your product to the final customer without intermediaries. Therefore, it does not delegate storage, transport or customer service processes. For example,
the HP product company is responsible for the distribution of its own products. Because the transport companies in many cases are not ready if not to transport and deliver but at the time of leaving high the good name of the company that owns the product they are carrying do not know what it is, in other situations delivered in poor condition the product or let it hurt because they do not care if not their goal is to deliver and already. In other situations, the non-fulfillment of delivery can be presented on time, causing inconvenience to customers, leaving the good name of the company wrong.
Indirect
Indirect channel A distribution channel is usually indirect, because there are intermediaries between the supplier and the user or final consumer. The size of the distribution channels is measured by the number of intermediaries that form the path that the product travels, as transport companies, private individuals that exege this work of freight transport.
