ACULTY OF BUSINESS

ACADEMIC SCHOOL OF MARKETING AND

BUSINESS MANAGEMENT
International Marketing
ADVISER:

CARRION MEZONES JEAN MICHELL

AUTHORS:

 GONZALES COTRINA NOELIA ESMERALDA

 SALCEDO GAVIDIA DENISSE JERALDINE

CHICLAYO-15-2019
 INTERNATIONAL MARKETING PLAN

INTRODUCTION

The present work called: Preparation and marketing of soursop cocktail, is the result of
creating a product that covers a need in the emerging market of internal and external
consumption with a flagship product such as pisco and with a fruit originating in Peru, as it is
the grape, which is growing in the local and international market. The potential clientele of our
product is associated with the consumption of pisco, which in the Peruvian market is growing,
driven by the young segment, especially in socioeconomic strata A and B, which are those with
the highest purchasing power.

Pisco sales are growing a lot among the youth of this sector, since they are replacing the
consumption of rum by the national liquor for the preparation of their drinks and cocktails. It
should be noted that the other sectors such as C and D have also increased their consumption
of pisco in recent years, as it is the trend in the market, the highest consumption of Pisco
occurs among young people aged 25 and 50. The consumer is knowing, understanding and
learning to consume pisco, and is appreciating and valuing its quality before other distillates
that are common.

The population now recognizes that Peruvian pisco is delicious and therefore increases its
consumption. The pisco boom began in 2005, driven by the promotion effort by the
government, giving very favorable results in the domestic market and worldwide. The
differentiating element regarding competition lies in the use of grape fruit, which in addition to
having important health properties, has a characteristic and pleasant taste. So it will work to
show its properties, highlighting it in the final design.

In Chile, which has become our main buyer of pisco, they prefer it instead of their brandy
because they know that the taste and quality is much superior, having an emerging market to
develop. Of the total consumption of alcoholic beverages throughout the country, pisco
consumption is at 5%, which is in sharp rise in the coming years. According to studies, the
domestic market is the most interesting to work for the pisco industry because Peruvians are
the ones who pay a better price per bottle. Our main objectives, in a context in which quality
piscos are relegated by the market and the State, we set out that Grape Liquor would be a tool
to achieve the following:

1. Promote the internal consumption of pisco in consumption channels.

2. Disseminate pisco culture and quality oriented consumption.
3. Link pisco to the gastronomic chain, as a snack.

The success factors on which the project will be based are the following:

 Product quality based on high quality standards.

 Competitive terms and prices.
 Differentiation in the market with a flag product.
 Use of inputs originating in Peru such as soursop.
 Association with recognized Pisco brands

This business idea stems from the idea of producing and marketing a soft, refreshing,
nutritious and pleasant-tasting alcoholic beverage from the grape route. Although the
consumption of industrial beer represents the largest volume of sales, there is an increase in
the consumption of other varieties of alcoholic beverages, as indicated by the Lima Chamber of
Commerce. Likewise, the grape has many benefits, since, fiber content, vitamin C, its diuretic
capacity and a slight acidity that will also benefit its life time as a commercial product.

In addition, the Peruvian climate is very favorable for obtaining the raw material, which allows
having it practically all year round, necessary for the production of grape liquor, even being
able to accumulate the frozen pulp (with citric acid) to avoid cost overruns in times of
shortage.

Licores Peruanos S.A. It is an industrial company specialized in the production and marketing of
grape liquor. Using advanced technologies that guarantee a high quality product added to a
highly qualified and committed work team.
Customers will have the following profile:

a) GEOGRAPHICAL: Men and women from 24 to 55 years of age.

b) DEMOGRAPHIC: The product is aimed at men and women between 25 and 60 years of
age.
c) SOCIOECONOMIC: Segment with a higher purchasing power of NSE A / B.
d) PSYCHOGRAPHIC: Modern women and men, committed to their diet and quality of
life. Sophisticated, mixed segment, with a higher than average income level. They are
innovative in consumption and like to try new products and services. 3
e) CONDUCTUAL: Aimed at consumers with knowledge about what is beneficial for their
health, consumption of high quality products

The main product of our company is the soursop liquor based on the combination of grape
pulp and pisco, made from grape pulp, pisco quebranta and other ingredients. The product is
considered 100% natural since in its elaboration no artificial inputs or flavorings have been
considered. Grape liqueur has a sugar percentage higher than 25 ° Brix, which will have a much
denser texture and density.

It is important to note that our main input, Grape, has a special characteristic due to its
compositional nature.
 1. CHAPTER: DESCRIPTION OF ENVIRONMENT

1.1. ECONOMIC FACTORS

In 2019, Top[ CITATION sta18 \l 10250 ] ten countries in nominal terms would be : United
States, China, Japan, Germany, India, France, United Kingdom, Italy, Brazil and Canada. In ppp
terms, Top ten countries would be: China, United States, India, Japan, Germany, Russia,
Indonesia, Brazil, United Kingdom and France. In top 10, Eight countries are common in both
methods. Others two Italy and Canada are in top 10 on nominal basis, while Russia and
Indonesia are in top 10 on ppp basis.

[ CITATION sta19 \l 10250 ]Monthly inflation rate in the United States was -0.32% in December
2018. That is 0.02 more than it was in November 2018 and 0.26 less than in December 2017. At
the same time, 2018 year to date inflation rate is 1.91% and year over year inflation rate is
1.91%.

[ CITATION bea19 \l 10250 ]During 2018 (measured from the fourth quarter of 2017 to the
fourth quarter of 2018), real GDP increased 3.1 percent, compared with an increase of 2.5
percent during 2017. The price index for gross domestic purchases increased 2.1 percent
during 2018, compared with an increase of 1.9 percent during 2017}

[ CITATION adv19 \l 10250 ]Over the past five years alone, overall employment – the number
of people employed – in the United States climbed by 7.3%. At the same time, the
unemployment rate dipped from 6.1% in June 2014 to 3.4% in June 2019 – close to its lowest
point in decades.

[ CITATION Liv17 \l 10250 ]The United States is the third largest country in the world with a
population of more than 325 million, according to the U.S. Census Bureau A child is born every
8 seconds, and a person dies every 12 seconds. In addition to Native Americans who were
already living on the continent, the population of the United States was built on immigration
from other countries. Despite recent moves to close the U.S. borders to new immigrants and
refugees, a new immigrant moves to the United States every 33 second.

1.2. CULTURAL FACTORS

(BUSINESS LOANS, 2017) American culture encompasses the customs and traditions of the
United States. "Culture encompasses religion, food, what we wear, how we wear it, our
language, marriage, music, what we believe is right or wrong, how we sit at the table, how we
greet visitors, how we behave with loved ones, and a million other things," said Cristina De
Rossi, an anthropologist at Barnet and Southgate College in London.

Because of this, the United States is one of the most culturally diverse countries in the world.
Nearly every region of the world has influenced American culture, most notably the English
who colonized the country beginning in the early 1600s. U.S. culture has also been shaped by
the cultures of Native Americans, Latin Americans, Africans and Asians.

The United States is sometimes described as a "melting pot" in which different cultures have
contributed their own distinct "flavors" to American culture. Just as cultures from around the
world have influenced American culture, today American culture influences the world. The
term Western culture often refers broadly to the cultures of the United States and Europe.

American culture encompasses the customs and traditions of the United States. "Culture
encompasses religion, food, what we wear, how we wear it, our language, marriage, music,
what we believe is right or wrong, how we sit at the table, how we greet visitors, how we
behave with loved ones, and a million other things," said Cristina De Rossi, an anthropologist
at Barnet and Southgate College in London.

(COMMISEO GLOBAL) Religion & Beliefs

 The vast majority of people in the USA are Christian – around 70-78%.
 Catholicism is the largest single denomination however Protestants of all
denominations (i.e. Baptist, Methodist, Lutheran, Presbyterian, etc.) outnumber
Catholics.
 Judaism is the largest non-Christian faith (around 1.6%), followed by Islam (0.5%) as
well as all other major faiths such as Buddhism, Sikhism, etc.
 The USA has also produced its own Christian movements such as the Mormons and
Shakers.
 Around 15% of Americans consider themselves atheists.
 Although a secular country, religion plays a large role in politics especially at
Presidential level.

1.3. SECTOR ANALYSIS (5 FORCES OF M. PORTER)

[ CITATION Man \l 10250 ] The tool was created by Harvard Business School professor
Michael Porter, to analyze an industry's attractiveness and likely profitability. Since its
publication in 1979, it has become one of the most popular and highly regarded
business strategy tools.

Porter recognized that organizations likely keep a close watch on their rivals, but he
encouraged them to look beyond the actions of their competitors and examine what
other factors could impact the business environment. He identified five forces that
make up the competitive environment, and which can erode your profitability. These
are:

 Competitive Rivalry. This looks at the number and strength of your

competitors. How many rivals do you have? Who are they, and how does the
quality of their products and services compare with yours?

Where rivalry is intense, companies can attract customers with aggressive price
cuts and high-impact marketing campaigns. Also, in markets with lots of rivals,
your suppliers and buyers can go elsewhere if they feel that they're not getting
a good deal from you.
 On the other hand, where competitive rivalry is minimal, and no one else is
doing what you do, then you'll likely have tremendous strength and healthy
profits.

 Supplier Power. This is determined by how easy it is for your suppliers to

increase their prices. How many potential suppliers do you have? How unique
is the product or service that they provide, and how expensive would it be to
switch from one supplier to another?

The more you have to choose from, the easier it will be to switch to a cheaper
alternative. But the fewer suppliers there are, and the more you need their
help, the stronger their position and their ability to charge you more. That can
impact your profit.

 Buyer Power. Here, you ask yourself how easy it is for buyers to drive your
prices down. How many buyers are there, and how big are their orders? How
much would it cost them to switch from your products and services to those of
a rival? Are your buyers strong enough to dictate terms to you?

When you deal with only a few savvy customers, they have more power, but
your power increases if you have many customers.

 Threat of Substitution. This refers to the likelihood of your customers finding a

different way of doing what you do. For example, if you supply a unique
software product that automates an important process, people may substitute
it by doing the process manually or by outsourcing it. A substitution that is easy
and cheap to make can weaken your position and threaten your profitability.

 Threat of New Entry. Your position can be affected by people's ability to enter
your market. So, think about how easily this could be done. How easy is it to
get a foothold in your industry or market? How much would it cost, and how
tightly is your sector regulated?

If it takes little money and effort to enter your market and compete effectively,
or if you have little protection for your key technologies, then rivals can quickly
enter your market and weaken your position. If you have strong and durable
barriers to entry, then you can preserve a favorable position and take fair
advantage of it.

. CHAPTER: TARGET MARKET

2.1. SEGMENTATION AND
 Licores Peruanos S.A. It is an industrial company specialized in the production and
marketing of soursop liquor. Using advanced technologies that guarantee a high
quality product added to a highly qualified and committed work team.

Customers will have the following profile:

A) GEOGRAPHICAL: Men and women from 24 to 55 years of age.

B) DEMOGRAPHIC: The product is aimed at men and women between 25 and 60

years of age.

C) SOCIOECONOMIC: Segment with a higher purchasing power of NSE A / B.

D) PSYCHOGRAPHIC: Modern women and men, committed to their diet and quality
of life. Sophisticated, mixed segment, with a higher than average income level.
They are innovative in consumption and like to try new products and services. 3

E) CONDUCTUAL: Aimed at consumers with knowledge about what is beneficial for

their health, consumption of high quality products.

 Geographical segmentation

Country: EE.UU

 Reference: Own elaboration

.2. PUBLIC OBJECTIVE AND CONSUMER BEHAVIOR

Soursop (Annona muricata L.) is a plant native to the tropical part of South America,
but has been introduced in many countries. It grows optimally between 0- 1,000
m.a.s.l. It is considered the most tropical of the anonas, because it does not resist the
cold. Its fruit is frequently represented in the pre-Columbian ceramics of the Peruvian
coast, as evidenced by the existence of several pieces of pottery from the Chimú
Culture in which it is accurately represented.

The tree of this species is widely distributed in the tropical and subtropical region of
Latin America. In tropical countries (23 degrees North latitude to 23 degrees South
latitude), it develops and produces normally, from 0 meters above sea level, up to
1,000 meters above sea level. The altitude above sea level for better development and
production is 300 to 500 meters above sea level. Soursop is sensitive to cold
temperatures, in high mountain areas, its production drops considerably.

The main product of our company is the soursop liquor based on the combination of
soursop pulp and pisco, made from soursop pulp, pisco quebranta and other
ingredients. The product is considered 100% natural since in its elaboration no artificial
inputs or flavorings have been considered. Soursop liqueur has a sugar percentage
higher than 25 ° Brix, which will have a much denser texture and density.

It is important to note that our main input, soursop, has a special characteristic due to
its compositional nature.

Our target audience are young and adults.

BRAND:

SORUSOP

LOGO:

SLOGAN:

“GUANABANA FRUIT COCKTAIL, THE FLAVOR OF ENCOUNTER”

Reference: Own elaboration

GUANÁBANA CROPS FOR PRODUCTION SUMAN ALMOST 5,000 HECTARES

INTERNATIONAL CULTURE SALES ALREADY COME TO US $ 1 MILLION AND EXPORTS

OVER 416,000 KILOS

JOSÉ DAVID CASTILLA

Friday, May 3, 2019

According to records of soursop crops made by the Ministry of Agriculture, a little over
20 years ago this fruit was considered exotic. The development and production boom
have allowed consumption and export to grow considerably.

Experts who have analyzed the market say that the evolution in crops, the
standardization of production processes, the increase in foreign demand and the
updating of the literature have marked a boom in national soursop, so much so that it
is the tenth fruit crop with greater presence. A year, 416,000 kilos of soursop are
exported, equivalent to US $ 1 million.

We have as strength and competitive advantage, over the rest of competitors, to have
top quality fruits, since we develop an efficient supply system for them, which allows
us to offer customers a product with nutritional qualities.

A control system will be carried out, which ensures that customers always receive
drinks with the same taste and quality.

We can highlight the following points:

Technological: Through search engine advertising, using one of the most common
ways such as Search Engine Marketing in the world's most important search engine:
Google.

Economy: We create a great demand for Soursop, contributing to the producers of this
fruit in order to develop a quality product, earning them as distributors of our raw
material.

Social: It adapts to the habit of drinking this cocktail because of its main ingredient:
Soursop, which is reputed to fight cancer, high blood pressure, diabetes and obesity.

Politician: Taxes to be paid abroad.

It can be established that the main competitors of Peru in relation to soursop are India,
Brazil and Ecuador. Also its main reference is Mexico. In the case study, nine success
factors have been identified with the objective of knowing how soursop is in Peru in
relation to these competitors, so that the most convenient measures that help the
development of the sector can be applied. Each of the factors has been assigned a
weight and each country has been assigned a value, where four corresponds to a
greater strength and three to the lesser strength, two corresponds to the lesser
weakness and one to the greater weakness. The results of this evaluation are shown in
Tables 43 and 44 below.
One of the tropical fruits with the best fame in the world, and the most negotiated for
its flavor among the exotic segment, is the soursop. Although Mexico and Brazil lead in
the production of this species in the region, each with more than 100,000 tons per
year, Colombia is not far behind.

At the local level, according to reports from the Ministry of Agriculture, last year
production reached 52,427 tons, after having grown 19% annually.

For those who are dedicated to the fruit, another point to highlight is that in five years
that same production grew 63%, “and given the conditions of new farmers and a
dynamic in exports, it is expected that, at the end of 2019, the increase will be by the
same level, not less than 14% and thus we have passed 60,000 tons, ”said Gabriel
Lambona, independent producer.

United States: Soursop imports continue to advance

As the rainy season arrives in Granada, more and more soursop arrives from the
Caribbean country to the United States.

"The soursop volume is starting to increase. I have between 1.8-2.2 tons every week,"
says Dennis Sever of Exotic Growers, Inc. in Homestead, Florida. "With the rainy
season, the quality will improve and the volume will increase until January or
February."

Although spicy, bitter and acidic fruit, which can be sliced and eaten in tablespoons,
develops in summer in Granada, its availability may be irregular. "In the summer, we
had a lot of quality problems. The producers tell me that soursop trees just grow there,
but they aren't really located on commercial properties," says Sever. "In summer, they
have no irrigation and it is dry season, so the quality suffers."

Soursop offer is available year-round normally, but with some gaps.

Different to 2017

The soursop availability of this year is quite different from that of 2017. "Last year I did
not have soursop because there was a really bad harvest. We also had to face the
hurricane," says Sever. "But the previous year, around the end of September until the
beginning of February, we had very good volume. The volume generally reaches a
maximum of around 4.5 - 5.5 tons per week."

Meanwhile, the fruit continues to enjoy popularity among those who know it,
especially in Asian and Indian communities. "Those who know her demand it. Those
who do not know what it is will not pay the price it costs because it is an expensive
fruit," he says. "Last year we had a good marketing campaign and we toured the entire
East Coast trying to promote the fruit. The demand grew a bit, but most people were
just curious and then went back down."

In general, prices tend to settle at $ 5.50 / lb (1 lb = 450g approx.), Although prices vary
greatly depending on the origin.

https://www.freshplaza.es/article/9027433/estados-unidos-las-importaciones-de-
guanabana-siguen-avanzando/

REFERENCIAS BIBLIOGRAFICAS

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https://www.usatoday.com/story/money/2019/09/09/american-cities-losing-the-
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https://www.usatoday.com/story/money/2019/09/09/american-cities-losing-the-
most-jobs/40051411/.

bea. (19 de mayo de 2019). An official website of the United States government.

Live Science. (14 de july de 2017). American Culture: Traditions and Customs of the United
States. Obtenido de livescience.com: https://www.livescience.com/28945-american-
culture.html

statbureau. (26 de enero de 2019). https://www.statbureau.org/en/united-states/inflation.

statistics times. (02 de Apr de 2018). http://statisticstimes.com/economy/projected-world-gdp-

ranking.php.

s, according to the Census Bureau.