UNIVERSIDAD NACIONAL DE SAN ANTONIO ABAD DEL CUSCO FACULTAD DE COMUNICACIÓN SOCIAL E IDIOMAS
CIENCIAS DE LA COMUNICACIÓN
PROYECTO DE MARKETING “KISSATEN LOUNGE CAFÉ”
CURSO:
PROYECTOS DE PUBLICIDAD Y MARKETING
DOCENTE:
LIDA CUARESMA SÁNCHEZ
ALUMNOS:
DAVID OSORIO MAQQUE CLAUDIA LOAYZA LUCERO ERIC CUTIPA CÓRDOVA CUSCO 2012 1
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SUMARIO I. DIAGNOSTICO 1. ORGANIZACION 1.1 DESCRIPCION DEL MERCADO 1.2 ANÁLISIS FODA 1.3 DESCRIPCION DEL PRODUCTO 1.4 DISTRIBUCION 2. MERCADOS 2.1 SEGMENTO META 2.2 COMPETIDORES 2.3PROVEEDORES 3. MEDIOS DE COMUNICACIÓN II. ESTRATEGIA DE MARKETING 1. MISION 2. VISION 3. OBJETIVOS DE MARKETING 4. OBJETIVOS FINANCIEROS 4.1 PROYECCIONES FINANCIERAS 4.2 INVESTIGACIONES DE MERCADO 4.3 ESTRATEGIAS 4.4 MEZCLA DE MARKETING 5. CALENDARIO DE APLICACIONES
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PROYECTO DE PUBLICIDAD Y MARKETING DE “KISSATEN LOUNGE CAFÉ”
I.
DIAGNÓSTICO:
1. ORGANIZACIÓN: Kissaten Lounge Café está ubicado en Av. El Sol numero 920-A. Todo nació por la iniciativa de la familia Castelo, que tenía gran experiencia en el ámbito de los restaurantes y se vio concretada la opción de tener algo propio en junio del 2010, pues Enrique Castelo junto a su esposa Carla Kawamura se contactaron con Julio Gálvez, quien daba en traspaso un Lounge-Bar. La razón por la cual Julio Gálvez renuncio al proyecto del Lounge-Bar fue porque en el periodo de marzo-2010 la Av. Sol se encontraba en reparaciones de la calzada peatonal y la afluencia de clientes era baja. Cuando la pareja de esposos inauguraron Kissaten, la avenida ya estaba en condiciones óptimas para la transitabilidad y esto permitió que se atienda desde las 8am hasta las 12pm y de 3pm a 12 am favoreciendo mucho a la organización.
La misión del Kissaten Lounge Café es la siguiente: "Somos una empresa que se preocupa por brindar productos de calidad y estilo propio e
higiene, a bajos precios y de atención rápida, a todos los estratos
socioeconómicos, preferentemente estudiantil y jóvenes; nuestros productos fabricados bajo el mayor compromiso con la calidad y la mejora continua, aumentan el valor para nuestros accionistas, colaboradores, proveedores y clientes, a través de una gestión basada en la confianza y pensada a largo plazo".
La visión del Kissaten Lounge Café es la siguiente:
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también nos preparamos para enfrentar los cambios y retos del mercado local y extranjero. ”
ANÁLISIS SITUACIONAL:
Recursos Materiales: Kissaten Lounge-Café posee:
Local de aproximadamente 16 metros cuadrados.
Cuenta con 5 meses y 4 asientos cada una.
Un televisor LCD de 30 pulgadas.
Una mini barra de copas y tragos
Variedad de menajería
Unidad de bebidas
(4 tipos de pisco, 3 tipos de vino, 4tipos de
whiskey, 5 tipos de ron, 2 tipos de vodka, 2 tequilas, entre otros.
Recursos financieros:
El local demanda una inversión de 6 mil dólares. La caja chica tiene 300 soles para cubrir los imprevistos.
Recursos Humanos: o
Carla Kawamura (8am a 3pm)
o
Enrique Castelo (3pm a 12pm)
*Los dueños realizan la atención al público
1.1 DESCRIPCIÓN DEL MERCADO El consumidor promedio de Kissaten es de clase media baja a alta, es decir
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Todos los consumidores consumidores son residentes de la ciudad de Cusco y, dada la poca difusión que tiene el negocio entre el público, gran parte de los consumidores habituales son amigos de los dueños del local.
1.2 ANÁLISIS ANÁLISIS FODA: Fortalezas:
Excelente ubicación: Centro de la ciudad.
Constante publicidad en un medio de aceptación local.
Productos conocidos por la calidad y sabor de estos (pisco sur, lasaña, sushi, etc)
Trato personalizado
Música selecta ya que se tienen programas actualizados de música en internet.
Se está introduciendo un producto innovador en el mercado: Sushi Rolles y se tienen los insumos adecuados y la experiencia de la Señora Carla Kawamura (co-dueña del local) que tiene vasta experiencia en la preparación de estos platos pues es de origen Japonés.
Oportunidades:
Ampliación del local y expansión del mercado.
Locales alrededor como Atika y Don Diablo, centros de diversión nocturna donde antes de asistir los clientes de estos locales pueden consumir en Kissaten Lounge Café.
Implementar delivery ampliando así el modo de distribución
Acceso a publicidad mediante el noticiero del dueño del local.
Debilidades:
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Nuevas inversiones que constituyan la competencia
El flujo de turistas baje por cuestiones climáticas o por percepciones generales de la ciudad.
Que haya incremento de Lounge-Cafés en Cusco y no haya exclusividad en la categoría.
El local está sujeto cualquier robo.
La Avenida El Sol puede estar sujeto a reparaciones y cierres de la calzada por periodos de tiempo.
1.3 DESCRIPCIÓN DEL PRODUCTO: Kissaten abre sus puertas al público a partir de las 8am a 12 pm y en la tarde desde las 15:00 horas a 12am. El trato en nuestro local es personalizado, en nuestra carta existe recomendaciones o sugerencias para la elección de nuestros productos. A continuación, se muestra la carta de productos que ofrece Kissaten Lounge Café:
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A continuación, se muestran las recetas de dos de los productos que se ofrecen en Kissaten Lounge Café:
PISCO SOUR Esta es la receta clásica para la preparación de un Pisco Sour. La única diferencia consiste en que sustituimos el almíbar comercial por un almíbar casero.
Ingredientes: Para hacer el almíbar:
1/2 taza de azúcar
3 cucharadas de agua
Para la bebida:
7 1/2 oz (225 ml) Pisco
1 clara de huevo
2 1/2 oz (75 ml) de jugo de limón
Hielo
Para servir: - Amargo de Angostura Preparación del almíbar de azúcar
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licuadora y añada la cantidad de hielo suficiente hasta duplicar el volumen del líquido. Licuar a velocidad máxima por 30 segundos aproximadamente hasta desintegrar totalmente el hielo. Añadir una clara de huevo y licuar nuevamente a velocidad máxima por 1minuto. Verter todo en una jarra y servirlo inmediatamente, tradicionalmente se añade una gota de Amargo de Angostura en la mitad de la espuma en cada vaso. La mezcla básica es de 3 partes de Pisco por 1 parte de jugo de limón y 1 parte de almíbar: puede usar estas mismas proporciones para multiplicar la receta cuantas veces desee.
LASAÑA Ingredientes
1 libra de carne molida de res
1 huevo, batido
2-1/2 tazas de queso mozzarella parcialmente descremado y de baja humedad KRAFT Low-Moisture Part-Skim Mozzarella Cheese, cantidad dividida
1 envase (15 oz) de queso ricotta al natural parcialmente descremado POLLY-O Natural Part Skim Ricotta Cheese
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1. Precalienta el horno a 350º F (175º C). Mezcla la ricota con 11/4 taza del queso mozzarella, 1/4 taza del queso parmesano, el perejil y el huevo, hasta que estén bien mezclados.
2. Vierte la salsa para espaguetis sobre la carne molida en la sartén. Vierte el agua en el frasco de salsa vacío, agita bien. Vierte en la sartén; revuelve hasta que esté bien mezclada. (Esto rendirá alrededor de 5 tazas de salsa.) Al usar agua para "limpiar" el frasco, te asegurarás de usar hasta la última gota de la deliciosa salsa.
3. Coloca 1 taza de la salsa de carne en el fondo de una fuente para horno de 13x9 pulgadas (33x23 cm). (De esta manera la pasta no se pegará al fondo).
4. Haz una capa con 3 hojas de lasaña, 1/3 de la mezcla de ricota y 1 taza de la salsa de carne. Repite las capas 2 veces más. Completa con las 3 hojas de lasaña restantes y la salsa. Nuestra mezcla de salsa y agua te permite usar la tradicional pasta de lasaña sin tener que cocinarla previamente, ahorrándote así de 15 a 20 minutos en la preparación de este plato.
5. Espolvorea con el resto del queso mozzarella y el resto del queso parmesano. Tapa bien con papel de aluminio engrasado. Hornea durante 45 minutos o hasta que esté bien cocida. Rocía el papel de aluminio con aceite rociador antiadherente antes de cubrir la lasaña. Será más fácil de sacar, sin quedarse pegado al queso.
6. Retira el aluminio y hornea 15 minutos más o hasta que burbujee. Deja reposar 15 minutos antes de cortar, para que te sea más fácil servir.
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2. MERCADOS: 2.1 SEGMENTO META: Los principales consumidores son de clase media baja a alta, es decir personas con un ingreso mensual de 500.00 o más (basados en los niveles de consumo por persona en estos niveles de ingreso, el costo promedio por plato es de 4 hacia arriba en las bebidas alcohólicas y por plato de entrada 5.00 soles. Se realizó una encuesta a los potenciales clientes de Kissaten Lounge Café, cuyo universo fue de 50 individuos. De los resultados de esta encuesta podemos sacer las siguientes conclusiones:
El 73% de nuestros encuestados encuestados gustan de tomar café.
El 50% toma café acompañado de amigos.
La mitad de los encuestados acompañan el café con pan/ sándwiches.
El 12% conoce nuestro local, en su mayoría por el medio publicitario.
Tienen una edad que oscila entre los 18 y 45 años.
Un 23% desea que la atención sea rápida y sean servidos desde que hacen su pedido, mientras que el restante exige amabilidad, respeto y carisma.
Entre los factores de decisión que más influyen en nuestros consumidores, en
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De acuerdo al estudio de mercado no identificamos establecimientos que ofrecieran el mismo tipo de concepto (producto y servicio). Pudimos observar que nuestra competencia más cercana las conforman cafeterías ubicadas alrededor nuestro y que tienen conocimiento del público por los años de establecimiento. Entre las principales se encuentran:
Don Esteban y Don Pancho Café Gourmet: está ubicado en la Av. El Sol 765-A. Este café está abierto desde 2003, y tiene entre sus clientes, además de los turistas, a diversos hoteles e instituciones de la ciudad, entre las que destacan la Municipalidad del Cusco, entre otros. Sus precios son relativamente altos, y la calidad que ofrece en sus servicios es óptima.
Amaia Cofee: está ubicado en la Av. El Sol 816. Se especializa en desayunos, café y bebidas. Los precios son similares a los de Kissaten. Los dueños de este café mantienen una rivalidad directa con los dueños de Kissaten, por lo que la competencia entre ambos negocios es constante.
Carmina Pasteleria y café: se ubica en Av. El Sol 787. Se especializa en postres, tortas y lácteos. Sus precios son altos, en relación con otras pastelerías de la zona, es alto.
Café heladería Davorino. Se ubica en la Av. El sol 526. Ofrece variedades de cafés y helados. Sus precios son similares a los de Kissaten, y tiene mucha cercanía con el público juvenil.
La Cabaña Resto Bar: Esta ubicado en Av. El Sol 876. Se especializa en
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Lechuzas Coffee
Yo Donna Coffee
La Cabaña Resto Bar
2.3 PROVEEDORES: Los principales proveedores para Kissaten son:
Supermercados Mega: que se encarga de suministrar gran parte de los productos con los que se preparan los platos ofrecidos en la carta.
Cerveza Cusqueña: Se encarga de abastecer bebidas alcoholicas como la cerveza.
Coca Cola y Agua Cielo
3. MEDIOS DE COMUNICACIÓN La difusión de los servicios que ofrece Kissaten se realiza a través de la televisión,
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II.
ESTRATEGIA DE MARKETING
1. MISIÓN: "Somos una empresa que se preocupa por brindar productos de calidad y estilo propio e
higiene, a bajos precios y de atención rápida, a todos los estratos
socioeconómicos, preferentemente estudiantil y jóvenes; nuestros productos fabricados bajo el mayor compromiso con la calidad y la mejora continua, aumentan el valor para nuestros accionistas, colaboradores, proveedores y clientes, a través de una gestión basada en la confianza y pensada a largo plazo".
2. VISIÓN: Ser la cafetería Nº 1 en la región de Cusco, como la marca de cafetería más reconocida, por su calidad de productos, estilo, servicio y atención rápida, así también nos preparamos para enfrentar los cambios y retos del mercado local y extranjero.
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Establecer una estrategia de mercado efectiva y accesible.
Mantenerse en el mercado.
4. OBJETIVOS FINANCIEROS: 4.1 PROYECCIONES FINANCIERAS: Se estima que durante los siguientes 10 años en la ciudad del Cusco el centro de la ciudad seguirá creciendo como el predilecto para el establecimiento de bares, discotecas y restaurantes ya que su valor va en aumento como punto comercial y de construcción. En este contexto, Kissaten será uno de los negocios beneficiados por este boom. Sus ganancias triplicarían en los próximos 10 años, al punto que será posible abrir sucursales en la ciudad.
4.2 INVESTIGACIONES DE MERCADOS:
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persona en estos niveles de ingreso, el costo promedio por plato es de 4 hacia arriba en las bebidas alcohólicas y por plato de entrada 5.00 soles. Se realizó una encuesta a los potenciales clientes de Kissaten Lounge Café, cuyo universo fue de 50 individuos. De los resultados de esta encuesta podemos sacer las siguientes conclusiones:
El 73% de nuestros encuestados encuestados gustan de tomar café.
El 50% toma café acompañado de amigos.
La mitad de los encuestados acompañan el café con pan/ sándwiches.
El 12% conoce nuestro local, en su mayoría por el medio publicitario.
Tienen una edad que oscila entre los 18 y 45 años.
Un 23% desea que la atención sea rápida y sean servidos desde que hacen su pedido, mientras que el restante exige amabilidad, respeto y carisma.
Entre los factores de decisión que más influyen en nuestros consumidores, en
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Comportamiento: Para determinar la demanda global, tomamos como referencia los ingresos anuales percibidos por los cafés ubicados en Av. El Sol, en el caso de Kissaten Lounge Café: S/20 mil nuevos soles.
Factores Determinantes de la Demanda:
Locación
Estrategia de ventas
Estrategia de mercadeo
Calidad de servicio
Doble ambiente el cual incluye cafetería y Lounge lo cual nos permite abarcar y cubrir las necesidades de una mayor variedad de clientela.
Distribución Geográfica de la Demanda: La Avenida El Sol. Proyección de la Demanda: El café es el principal producto agrario de exportación de nuestro país, y es el producto más importante, después del petróleo, en el ámbito de los negocios a nivel mundial. El consumo de café sigue
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Usuarios: Toda persona mayor de 18 años con disponibilidad de capital y ganas de pasar un buen rato en un excelente lugar en el corazón del Cusco.
IDENTIFICACIÓN DE LOS COMPETIDORES: De acuerdo al estudio de mercado no identificamos establecimientos que ofrecieran el mismo tipo de concepto (producto y servicio). Pudimos observar que nuestra competencia más cercana las conforman cafeterías ubicadas alrededor nuestro y que tienen conocimiento del público por los años de establecimiento.
Café Heladería Davorino
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4.3 ESTRATEGIAS: Las estrategias de Kissaten Lounge Café, se basan en el comportamiento de la mayoría de la población Cusqueña, respecto al consumo de café y determinamos dos hábitos de consumo:
Café impulso: El café que uno está dispuesto a tomar, posiblemente solo dos tazas al día, una por la mañana y una después de comer, casi una obligación.
Café reflexión: El café que responde a un proceso racional y desencadena reacciones emocionales de autosatisfacción y placer.
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AMABILIDAD, también pondremos a disposición juegos de mesa como ajedrez, Póker, Yenga etc.
3. Reinventar nuestro modelo de negocio: En la ciudad del Cusco no existen cafeterías que brinden su servicio a centros de trabajo, bajo la premisa de “no hacerlo mejor sino distinto” nosotros contaremos con
personal que distribuya café acompañado de algún aperitivo a los centros que
requieran
nuestro
servicio
con
previa
anticipación.
También
ofreceremos el plato japonés japonés “Maki Sushi” y será introducido al mercado
con fuerza, pues seremos el único local que ofrecerá este producto.
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4.4 MEZCLA DE MARKETING: Producto: El producto representativo de nuestro local es nuestro café selecto, lo ofrecemos en todas sus variedades por ejemplo: Capuchino, Frappes, Expreso, americano, y Café Kissaten Cusco propio de nuestro local.
Precios: Nuestros precios del café fluctúan entre 8 a 12 soles y respecto a comidas rápidas y licores a partir de 5 soles a más.
Plaza: Sera de distribución directa del local al consumidor. Promoción: Nos apoyaremos de agentes que difundirán los instrumentos
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establecer relaciones y contactos con personas importantes que puedan representar negocios potenciales.
5. CALENDARIO DE ACTIVIDADES ACTIVIDADES Impresión
y
distribución
FEBRERO de
volantes Intercambio de promociones con negocios cercanos
MARZO
ABRIL
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7. CONTROL DE RESULTADOS: Las actividades antes mencionadas serán monitoreadas en forma constante, a fin de evitar o corregir cualquier falla a tiempo y poder alcanzar los objetivos trazados.
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RESULTADO DE ENCUESTAS REALIZADAS PARA KISSATEN LOUNGE CAFÉ
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PREGUNTA 5 14%
PREGUNTA 6
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