PROYECT COSTS AND BUDGETS

ROSAS DE LA SABANA

PRESENTED TO:

María Cristina Maldonado

PRESENTED BY:

JOHAN SEBASTIAN CAMPOS-5800675

JACKELINE PINZON CASTIBLANCO-5800673

MONICA VIVIANA FELICIANO ROJAS-5800678

CRISTIAN CAMILO AGUDELO-5800674

JEFFERSON LEANDRO VARGAS PINZON-5800696

SUBJECT
COSTS AND BUDGETS IND-D

UNIVERSIDAD MILITAR NUEVA GRANADA

Cajicá- October 2020

MARKET RESEARCH
PRODUCT CONCEPT
Bearing in mind that we are direct producers of a diversity of flowers and foliage, we start from
this point to create our products, fully implementing our own products and bringing the quality
that characterizes us to homes. We will only go to third parties for the acquisition of packing which
we will call caps, which, in their diversity of designs and sizes, will carry out the task of creating the
bouquet's according to the demand or need of the market or of our end customers We want as a
company to be recognized mainly for the quality of our product, we believe that it is the
fundamental basis to become competitive in a market full of bouquet marketers, in addition to
this we know that the image is something fundamental and of vital importance When it comes to
putting our product on sale, for this reason we will constantly innovate in the creation of new
visually striking concepts for our customers.

The main components of our bouquets, of which we are mostly direct producers, will be the
following:
 FLOWERS

 Rosas
 Lirios asiáticos
 Lirios orientales
 Pompones
 Gerberas
 Margaritas
 Chirosas
 Orquídeas
 Tulipanes

Tulipanes Chirosas

Gerberas Orquídea
 FOLIAGES

 Solidago
 Rusco
 Yicsofilia
 Helecho
 Proteas
 Ipericos
 Caspias

Yicsofilia Helecho

Caspias Proteas
Additionally, the following supplies will have to be acquired through third parties

 Capuchones
 Cintas
 Todo lo relacionado con papelería (tarjetas)
 Telas decorativas

DISTRIBUTION STRATEGIES
It seeks to offer various alternatives in order to publicize our product, therefore, it is believed that
it is important to have an exhibition and sale room, in which the client can approach personally if
he wishes to be able to observe, select and buy the product that is within their personal tastes,
also as an alternative measure and through a virtual catalog, the customer can place their orders
via call or via WhatsApp from the comfort of their homes and taking the selected product to the
door of their homes where fast and timely delivery is safely guaranteed.

The point of sale will clearly be located within the municipality of Chía, in an area crowded by
people in order to more easily capture the attention of everyone who attends there and the
addresses will be offered within Chía and neighboring municipalities such as they are Cajicá, Cota
and Sopó.

PRICE STRATEGIES
Regarding price, ROSAS J.S.M.C manages a portfolio that is too wide and varied, where any means
of payment is offered to the client, this in order to speed up and give more comfort when making
a purchase.

We implement sales strategies with our direct clients in which we provide a profit percentage
compared to the indirect client of up to 20%. This in order to commit to the direct client and these
to establish themselves with the indirect client.

PROMOTION STRATEGIES
• Advertising is developed so that television ads appear, on the radio, printed brochures, flyers,
advertising directories, audiovisual material and possible uses of social networks (Facebook,
WhatsApp, Instagram, among others)

• Sales promotion such as raffles, games, lotteries, gifts, samplings, exhibitions, coupons and
possible financing with low interest rates are implemented.

• Events and experiences are held where visits to the ROSAS J.S.M.C direct store and outdoor
activities can be made.
• To further increase sales, programs are carried out to give incentives to workers. Sales meetings
will also be held for possible strategies to promote the product.

• Direct marketing will be implemented which includes product catalogs, telemarketing, purchases
can be made online, by email or any other type of social network.

COMMUNICATION STRATEGY
Rosas J.S.M.C uses advertising as a method to increase recognition in each skill sector. On
occasions it has carried out advertising campaigns to reach the target audience mainly through
regional and municipal media. These advertising campaigns were mainly based on radio spots.

In addition to all this, Rosas J.S.M.C has a website and also profiles on different social networks as
an instrument of public relations. The website contains information about the company and its
history and also relevant information about the work that it performs. On the other hand, social
networks are used as a tool to promote their work through audiovisual material and also share
news about the world of flowers and nature. Facebook is used as a tool to share your work and
products with your followers, in addition to sharing news about the floral world and nature in
general on your profile, and to get feedback from consumers and customers. On the other hand,
the Instagram profile is used simply as a way to show the floral works that are carried out. As for
the Twitter profile there is little to comment, since it is in disuse and has not been used for years.

SERVICE STRATEGY
At Rosas J.S.M.C, it is very important to have a service protocol that is based on capturing in an
original way how we want the client to perceive our service or our product and have a satisfactory
experience that allows the differentiating added value.

Every worker is a key part of quality service and care, therefore when hiring staff we must take
into account the vocation and aspirations that the person has, since many times people only see
work as a monetary exchange, if so, it will be difficult to provide quality care. The workers are the
fundamental piece for the development of the quality of customer service and we have the best
advertising and Marketing strategies.

MIXING BUDGET
The costs in the market strategies that the Rosas JSMC company will have are those generated by
the virtual platforms where an additional charge is generated for promoting each product and
additional cost for print advertising, we also take into account that the adverts offered in the radio
to generate more impact in the city.
PROCUREMENT STRATEGY
In the company Rosas JSMC represents all activities related to the acquisition of supplies and
materials for the cultivation and harvest of flowers, seeds, spices, labor, the packaging of the
bouquet and everything that is necessary for the cultivation, growth and selection of the product.
The acquisition of these materials must also guarantee the quality and integrity of the flowers.

MATRIX D.O.F.A.
(WEAKNESSES, THREATS, OPPORTUNITIES, STRENGTHS)

WEAKNESSES THREATS
 Lack of integration between chain  Risks of infections of local pests and
links productive, especially with diseases.
marketing, so no there are systems of
efficient marketing nor feedback from  The requirement, certifications
market requirements, changes in quality.
preferences and prices.
 Substitute products for boom dates as
 Lack of statistical information in they can be the chocolates or the
quantities and quality (from the teddies.
production, marketing, supply and
demand, prices).

 Participation of many intermediaries

in the processes marketing

 The purchase price of the rose among

growers for exporting it is at the price
of export, which makes more difficult
work and yields profits lower.
OPPORTUNITIES STRENGTHS
 Both at the regional, national or  There are environmental conditions
international there is a growing and ideal (temperature, humidity, light
constant demand of flower hours and light intensity, atmospheric
consumption. pressure, water availability for
irrigation) for the production of
 There is presence of species flowers and foliage.
exclusively native to the region with
good chances  Production capacity in any time of the
in the international market and year.
national.
 The quality of the flowers Colombians
 is very recognized in the world.
 Export flowers are more durable than
any another flower on the market.

 Export flowers generate a

differentiation of status for which they
are willing to pay a Price higher.