DE LA CORTE

FOOD PROCESSOR

BRIEF

AND

RADIAL CAMPAIGN

POR

ANGELA SALDARRIAGA
C.C. 43.222.267

YONATHAN STEVEN PEÑA LIZCANO

C.C. 1’117.534.763

TUTOR

NANCY PATRICIA RODRIGUEZ PRADA

SERVICIO NACIONAL DE APRENDIZAJE – SENA

TECNOLOGIA EN GESTION DE MERCADOS
FICHA N° 1310094
SEPTIEMBRE - 2017
COLOMBIA
1. COMPANY
INFORMATION
DE LA CORTE
Name of the food processor
company trade’s
name company’s
activity
2. COMPANY
HISTORY The food processor was a solution to the world food
waste problem, for that reason we knew it was an
History of the innovative proposal that should be executed in order
company in detail that we could disseminate the example of ecological
industrialization and healthy food.

Advertising has been made traditionally

because it is not possible to sell the product without
Advertising has publishing it.
been traditionally
done?
Tags
Banner
Impulse and tasting
What kind of Product Appearance
advertising and we use themes that deal with family, friendship,
what issues were protection of life, care of nature and responsible
addressed? industrialization

The objectives were to always advertise the product

with messages that will create awareness in people
What were the about the importance of eating healthy, caring for
objectives of nature and sharing with family and friends. We wanted
previous that if the product were not sold, these messages
campaigns? would be transmitted.

Processed foods in preserves.

 
* Preservatives favor the environment because they
prevent products from being lost during the marketing
What are the chain.
characteristics of
 your product?  * Its packaging allows to be transported over long
distances
 * Their transformation process allows them to be
stored for long periods either by economic crises or
changes in climate.

* Our products favor the gastronomic cultural

exchange because not all the lands of the globe are
apt for the cultivation of the same products.

* Services: Easy preparation and immediate

consumption, saving of effort and in time in its
preparation. Nutrient characteristics guaranteed.

Our product is in a life cycle of birth being its place of

introduction the city of MEDELLIN and belongs to the
food industry.

What is the
current position
of your product in
the market?
3. THE PRODUCT
Design: Round, can lid, cloth decoration and cord on
the lid and label in white, red and gold. Recyclable
Physical (if it has) and reusable elements.
Quality: High quality in the inputs, the process and the
shipment.

Variety of products: Initially for market opening and

brand positioning we will start with an innovative pasta
Chemical (sauce) and its three varieties: Spicy salad, spicy
characterization sweet and sour, salad or sweet and sour
(if it has)

Packaging (if it Sizes: Vials of 234 grams

has)
Offers a varied portfolio of canned foods make it
easier to prepare meals, reducing the time and effort
Benefits that this process normally takes. Both the containers
and the process to which they have been subjected
 for their transformation, allow the products to be
transported over long distances and are preserved for
a long time, ensuring that their beneficial properties
are maintained

The different geographic conditions of the planet, in

addition to the difficult climatic conditions that arise by
seasons do not favor the cultivation of these products,
consequently we want to offer the possibility of storing
a different and long lasting product, which can
consume immediate way because it does not require
No preparation.

All our processes confirm our commitment to the

environment, once we transform food we avoid
wasting it during the chain, which is why water,
fertilizers, labor and time used during its cultivation,
harvesting, fuel And the vehicular wear used during its
transportation will not be lost. When food is lost,
everything that leads to the waste of natural resources
is lost. Our containers are reusable.

this project was carried out in november 2016

Trajectory (how long The life cycle of birth or introductory phase

was it realeased)
Resolution 14712 of 1984 of ministry of health
Lifecycle

Legislation

4. SWOT MATRIX
 As a new company, you will need a specialized
Weaknesses and effective sales force.
(internal)
 Knowledge about the processes of purchase of
inputs,

 Production and commercialization.

  Slow sales process while positioning the brand.

 Inexperience in the sector

 Initial impossibility to meet high demands.

 Inability to extend product distribution

 Limited economic resources.

 No final product tests have been performed.

 There is no trained staff to operate.

 Labor stability cannot be provided.

 Standardization of procedures to be defined

Opportunities  Growing demand for natural products.

(external)
 Products indigenous to our territory
 I
 International demand for these products

 Raw material of easy acquisition and low price.

 Mega trend for fruit consumption for health and

wildlife protection

 The nutritional need to include these foods in

our daily intake.

 Environmental friendly; their durability prevents

them from being wasted in the short term.

 The expectant world of new flavors and willing

to try.

 Both the product, its durability and packaging

increases its commercialization.

 International agreements

 National and international fairs to establish

 relationships and negotiations.

 Use of TICS to advertise and generate sales.

 Presentation of the product

 Canning production at the national level is

limited.

 The preserves are mostly canned and few in

glasses.

 Environmentally friendly management plan

 Products for each type of consumer

 The government's interest in strengthening the

sector.

 The products do not require preparation for

immediate consumption.

 Obtaining fresh and selected inputs

 Possible trade alliances in different countries

 Depending on the demand can be raised to

interesting levels of production

 Climatic conditions make possible the annual

production of the required inputs

Strengths Possibility of training staff or hiring qualified.

(internal)
The quality of its packaging and the durability of the
products

facilitate its storage and transportation.

Logistic organization.

Prior planning of processes and strategies

Knowledgeable market management, operational and

 administrative processes

Product portfolio

 Innovation, development and introduction products

Transformation close to the production areas or

central supply

Strategic alliances

Tax incentives for contracting labor of special status

and the employability of ecological processes.
Threats (external)
Products of high consumption and trajectory in the
market

Elaboration of preserves with national products.

 Financial projection: Operating costs, selling price to

the public and profit margin.

Database of potential retailers and wholesalers

Production, storage and transport quality control

Projection of the company in the market

Adaptation of product

5. BUDGET
The money allocated to the project is 100 million
It’s the money pesos during the introductory phase.
assigned to the
project 100 Millions COP Necessary for the acquisition of
technological equipment, plant adaptation, and raw
material, advertising and legal procedures. 30 million
cop For contingencies.
6. CONSUMER
/TARGET Final consumer: children from 2 years and over and
AUDIENCE people who do not have unfavorable reactions with
any of the ingredients, we use sweeteners therefore it
End consumer is suitable for people with diabetes.
 Real consumer: generally people from the age of 16
years and up to the age of 78, who earn a pension,
work or are housewives in charge of the food welfare
of the home. Excellence of feminine gender
Real consumer

City of Medellin, Colombia

Women + 15 years
Potential Housewives
consumer
Working
PROFILES Pensioners / Retired
Demographic > 877,166

Geographic
People want to have more time to perform other
activities or they also have difficulty preparing their
food therefore they requires more processed and
healthy products.
Psychographic

7. COMPETITION /
POSITIONING Based in the main competition and hint, because
direct competition we don’t have yet because this is a
Direct innovate product.

Hint The competition has different presentations, quantities

and varieties as the canned products, but the pasta
Main Competition that we intend to take to the Market has no
competition for the moment. It is an innovative
product.

Many operate from homes, family kitchens and is not

suitable for product hygiene. Others that are with the
certificates have suitable and technician facilities.

They do not care much about the health benefits of

their clients.

Their packaging and labels are not so focused on the

aesthetic, sincere and ecological.
 Its sales are directed to large chain stores.

There is no concern that the distribution or

transportation of its products does not affect nature
The overall objective also to sell in high volume is to
8. PROJECT contribute to the solution of the global problem of food
OBJETIVES waste.

Describe the goal to be offer a rich and healthy product

achieved in your project
Favor the gastronomic exchange with other countries
that do not produce our products

be supportive and responsible with nature

9. MARKET
RESEARCH People want to have more time to
perform other activities or they
Which are the also have difficulty preparing their
latest changes of food therefore they requires more
consumer and processed and healthy products.
the target public?

10. SCHEDULE INDIRECT SHORT CHANNEL SELECTIVE

DISTRIBUTION
Include the distribution
channels for the Producer
products of your project. We take care of the distribution because we can have
control of the operation and also save time and
Direct
money.
Indirect Intermediary
These are great supply centers where are exhibited
and keeps large amounts of products. Many people
go to them to supply the things they needs.
Consumer
People prefer go to the big supply chains because
they find great variety.