LET’S START THE PROJECT

1. PROPOSAL FOR A NEW PRODUCT

COOKIES FLORECITAS

This work is based on a research proposal about a new product, such as cookies in the form of flow-
ers, products designed with a mold whose shape is that of a flower.

These cookies have arequipe ingredients, nuts and red fruits such as; Strawberries and cherries.

The objective of the launch of this product is to satisfy our needs and the needs of consumers or
end customers.

The launch of this product is aimed at a target group, whether men, women and children, the latter
at 3 years or more.

I focused on just 6 areas of Bogotá to apply product acceptance research, as the saying goes:
"Do not bite more than you can chew."

We begin to introduce it in a single region to see the level of consumer behavior and according to
the impact, we will extend it to the national level, creating promotion strategies, product samples,
campaigns, product innovation, distribution channels and geographical segmentation to monopolize
the market, and therefore be a leading company in the current market.

The product was launched on March 15 of this year (2019) in the city of Bogotá, which has
7,150,000 inhabitants, of which the launch was for half the population of 3,564,000 inhabitants
distributed in 6 areas or places like Usaquén, Chapinero, Santa Fe, Engativá, Suba and Ciudad
Bolívar.
 8. ¿What flavor does your cookie prefer?
__ Strawberry __ Arequipe __ Vanilla __ Cherry
Other________________________

9. ¿What factor decides your purchase?

__ Hungry __Whim __ Price

10. ¿What form would you like the cookies to take?

__ Star __ Heart __ Square __ Round __ Flower

11. ¿Where do you usually buy your cookies?

__ Engativá Zone __ Suba Zone __ Ciudad Bolivar Zone
__ Santa Fe Zone __Chapinero Zone __ Usaquén Zone
Other __
¿Por qué?
__Cuesta menos __Más rápido __Más variedad

12. ¿What advertising influences your purchase the most?

__TV __Radio __Internet __Flayers, posters

13. ¿How would you like the packaging?

__Transparent in which the product is appreciated __Loose __In a box for its conservation
__In a can to be used later __Other___________________________________

14. ¿What cookies do you consume frequently?

__ Traditional (Arequipe, cheese and butter) __ Integral (nuts and red fruits)

Thank you very much for your kindness and for the time spent answering this survey

Cookies
Little Flowers
 RACE: any ethnic group

NATIONALITY: Anyone can buy the product, whether traditional or

integral cookies.

Psychographic Variable

SOCIAL CLASS: For the high, medium and medium low strata.

LIFESTYLE: hey are heterogeneous groups. People are subject to product changes,
as there are products for both genders according to their preferences.
example; Women who do physical exercise go directly to the grain to
buy whole-grain crackers, the same goes for traditional products.

PERSONALITY: Behavior is irrelevant, but in most cases

consumers are extroverted.

Behavioral Variable

Florecitas cookies are segmented to all genres, among them are; Men and women
active, light, healthy, family, etc.

Occasional Variable

The cookies are designed for a certain time of use or consumption and are made
with a striking package for special dates.

Cookies
Little Flowers
 SEGMENTATION OF COOKIES FLORECITAS
VARIABLE
Geographic Segmentation
Proposal of cookies Florecitas
in the city of Bogotá, D.C.
Age and life - cycle
Segmentation
Gender segmentation
Cookies
Little Flowers
DEFINITION
The company has three points of sale in the city of Bogotá, north, south and
west, headquarters.
The launch of the new biscuit product was carried out in the city of Bogotá,
DC, which has 7,150,000 inhabitants, of which the launching was for half of
the population of 3,564,000, distributed in only 6 zones from the highest
stratum to the lowest one (Usaquén, Chapinero, Santa Fe, Engativá, Suba
and Bolivar City).
The 6 localities have the following amount of population.
- Usaquén --------------- 501,000 Population
- Chapinero -------------- 140,000 Population
- Santa Fe ----------------- 111,000 Population
- Engativá ----------------- 887,000 Population
-Suba --------------------- 1,218,000 Population
Below I describe two areas with greater acceptance of the product in its
entirety of the 6 surveyed.
- 501,000 thousand are people older than 3 to 95 years who accept the prod-
uct completely, of which 100,000 are children from 3 to 14 years old, 350,000
are young people and adults from 15 to 64 years old and 51,000 adults over
65 years old, this is for Population of usaquén.
- For the Engativa area it is:
150,000 are children from 3 to 14 years old who consume cookies, 525,000
are young people and adults who accept the product and 212,000 are adults
over 65 who buy cookies.
This analysis focused on the two mentioned places with 100% acceptance of
the product.
This means that a high stratum area and a middle stratum area with different
habits, customs and income accept 100% cookies.
This product is aimed at the entire selected population, whether men,
women and children.
 RESULT OF ACCEPTANCE OF THE PRODUCT BY AGE ACCORDING TO AREA
RESULT OF ACCEPTANCE OF THE PRODUCT BY AGE ACCORDING TO AREA

POPULATION OF POPULATION OF
POPULATION OF SANTA FE POPULATION OF CHAPINERO POPULATION OF SUBA POPULATION OF CIUDAD BOLIVAR
USAQUÉN ENGATIVÁ
PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE

PERCENTAGE
POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION

POPULATION
POPULATION
BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER

BY GENDER
GANDER
OF THE

OF THE

OF THE

OF THE

OF THE

OF THE

OF THE

OF THE

OF THE

OF THE
TOTAL

TOTAL

TOTAL

TOTAL

TOTAL
TOTAL
CODE POPULATION AGE YES NO YES NO YES NO YES NO YES NO YES NO

1 Ninos 3-14 100.000 20% 0 0 10.000 9% 5.000 5% 15.000 25.000 18% 2.000 1% 27.000 150.000 17% 0 150.000 145.000 12% 105.000 9% 250.000 12.000 2% 35.000 5% 47.000
2 Jóvenes y Adultos 15-64 350.000 70% 0 0 55.000 50% 10.000 9% 65.000 45.000 32% 30.000 21% 75.000 525.000 59% 0 525.000 325.000 27% 400.000 33% 725.000 105.000 15% 367.000 52% 472.000
3 Adultos Mayor >65 51.000 10% 0 0 24.000 22% 7.000 6% 31.000 20.000 14% 18.000 13% 38.000 212.000 24% 0 212.000 130.000 11% 113.000 9% 243.000 83.000 12% 105.000 15% 188.000
TOTAL 501.000 100% 0 501.000 89.000 80% 22.000 20% 111.000 90.000 64% 50.000 36% 140.000 887.000 100% 0 887.000 600.000 49% 618.000 51% 1.218.000 200.000 28% 507.000 72% 707.000

POPULATION USAQUÉN POPULATION SANTA FE POPULATION OF CHAPINERO

AGE
32%
70% 60% 50% 50% 18% 21% 14%
100% 40%
1% 13%
20% 22%
10% 9% 5% 9%
0%
20% 6%
3-14 15-64 >65
0% 0%
3-14 15-64 >65
3-14 15-64 >65 Children Youth Elderly
Youth Elderly and adult
Children
Children Youth Elderly and adult
and adult SI SI NO
Children
Youth and adult
More than 65 POPULATION OF CIUDAD BOLIVAR
POPULATION OF SUBA
POPULATION OF ENGATIVÁ
60%
40% 27% 33%
12% 9% 11% 9% 40%
59% 20%
100% 24% 20%
17% 0%
SI 3-14 15-64 >65 0%
0% 3-14 15-64 >65
3-14 15-64 >65 Children Youth Elderly Youth Elderly
and adult Children
and adult
Children Youth Elderly
and adult SI NO SI NO

General Analysis

According to the analysis, I can say that the 6 localities have an acceptance percentage of 66%, while 34% do not
accept the product.

And the places that are totally satisfied with the product are Usaquén, Chapinero, Santa Fe and Engativá, with a
population of 1,567,000 with a percentage of 96%, while 4% are not completely satisfied.

2. MARKET SEGMENTATION

2. Enter the learning object "Market Segmentation", which is found in the activity of the project 3 "Specify the
design parameters for the presentation of the product or service according to the market segments". Open a docu-
ment using the office tool of your choice and enter the activities that will take place there.

To implement the themes, develop the following activities related to the object of
learning "Market Segmentation".

Cookies
Little Flowers