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Qdoc - Tips Trabajo de Pastas
Qdoc - Tips Trabajo de Pastas
de
Evaluación
N°2
Asignatura:
Fundamentos de Marketing MKFM01
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Fundamentos de Marketing
(MKFM01 !ección "#$
Semestre – 201 Sede
Ina!ap "an!agua
#o!ente:
/au.a 'ico.e ere2 Ma3mut
Alumnos:
Cami.a !o.edad Me..a Maca4a
Fe!$a de entrega:
-56076-018
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C)'CL& !I:'E! = *EC)ME'
*EC)ME'ACI)'E
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I&(")#*''I+&
E. negocio de pastas orgBnicas ue pretende producir 4 Dender nace de. conocimiento en e. consumo potencia.
de. producto en estratos económicos a.tos haciendo ue .a utura aGrica ue Denda e. producto se conDierta en
parte de. círcu.o gourmet;
!e GuscarB una innoDación en saGores 4 teHturas ademBs de una propuesta ..amatiDa de empauetado para
poder resa.tar en e. peueo mercado de pastas ademBs de generar una campaa puG.icitaria para promocionar
nuestro producto uti.i2ando medios nueDos como .as redes socia.es pagina JeG dBndo.e un carBcter propio e
innoDador ue ..ame .a atención de. consumidor 4 se masiiue por su ca.idad a traDs de .os medios nomGrados
anteriormente;
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ALTERNATIVAS DE SOLUCIÓN
A continuación se dará inicio a las fases de desarrollo para el nuevo producto, este proceso consta
de 8 pasos:
1 !ene
!enera
raci
ción
ón de idea
ideas"s"
2 #epu
#epurac
ració
iónn de
de ideas
ideas""
3 #esarr
#esarroll
ollo
o $ prue%a
prue%a del del concep
concepto
to""
4 #esarroll
#esarrolloo de la estrate&ia
estrate&ia de de 'ar(etin&
'ar(etin&""
) Anál
Anális
isis
is del
del ne&
ne&ococio
io""
* #esarr
#esarroll
ollo
o del
del produ
producto cto""
+ erc
ercad
adoo de
de prue%
prue%a"a"
8 -o
-o'er
'ercicial
ali.
i.ac
ació
ión"
n"
2"1 /ropon&a tres ideas de nuevas /astas para ontt, descri%a cada idea, deando claro el
'ercado 'eta al ue se orienta, atri%utos del producto, %enecios
%enecios al consu'idor $ ele'ento
diferenciador"
Idea 1
Pastas Orgán!as e"a#$radas !$n trg$ ger%nad$"
Se orienta a personas con aler&ia ali'entaria $ a personas ue llevan una ali'entación li%re de
u'icos"
E"e%ent$ d*eren!ad$r:
Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue los productos ue 7a$ en el
'ercado son renados o inte&rales" Este productos es 'ás sano $ nutritivo en co'paración a los
otros"
Idea 2
Pastas ntegra"es !$n )g&ra de an%a"es"
Se orienta especca'ente a nios"
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Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue no 7a$ pastas con for'a de
ani'ales"
Idea +
Pastas re""enas"
Se orienta a todo tipo de personas, $a ue están ela%oradas con in&redientes ue atraen al
consu'idor"
E"e%ent$ d*eren!ad$r:
Es un producto nico en el 'ercado, no e9iste co'petencia, $a ue no 7a$ pastas con for'a de
ani'ales"
2,2- ?ndiue la idea de producto seleccionada $ descri%a los criterios utili.ados para evaluar las
tres ideas propuestas, ue le per'itieron nal'ente optar por una de ellas, co'o la 'eor opción
de producto"
;a tendencia del ca'%io en la ali'entación $ el auto cuidado 7an derivado en ue el consu'idor
uiera ali'entarse de
de 'anera 'ás sana cada
cada da"
;a idea de producto ele&ida de%e ser consistente con el análisis 'acro $ 'icro entorno, análisis
indust
industria
rial,
l, se&'en
se&'entac
tación
ión $ posici
posiciona
ona'ie
'iento
nto as co'o
co'o la nor'at
nor'ativa
iva respec
respecto
to de propi
propieda
edad d
intelectual, de 'arca $ de patentes, entre
e ntre otros ele'entos"
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1" Ali'
Ali'en
ento
to sano
sano $ natu
natura
ral,
l, $a ue
ue en el se cons
conser
erva
van
n las
las prop
propiiedad
edades
es nutr
nutrit
itiv
ivas
as $
or&anol5pticas"
2" inno
innova
vaci
ción
ón en
en sa%o
sa%ore
res"
s"
3" ali'ento
ali'ento de calidad,
calidad, con
con la 'eor 'ateria
'ateria pri'a"
pri'a"
C&ánd$ !$%'ran4
;a pasta or&ánica es un producto de alta calidad, ue se consu'e en cualuier ocasión, ade'ás es
un plato renado si se aco'paa de la 'anera correcta"
C&ánt$ !$%'ran4
En -7ile el consu'o per capital de pastas en &eneral, duras $ frescas, corresponde a @,4 (ilos al
ao1, es decir, +00 &ra'os apro9i'ada'ente por persona 'ensual" ;o ue nos posiciona en el
ran(in& de consu'o de pasta, en el pri'er pas en ;atinoa'5rica"
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Si'onetti Ditacura
/asta #ella Nonna providencia
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A>H-I;J 3*+"
;os deos $ productos anes no de%erán contener insectos o sus estados evolutivos, ácaros ni
7on&os"
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3"2 ?ndiue
?ndiue có'o
có'o coloca
colocara
ra a prue%a
prue%a el concep
concepto
to a trav5s
trav5s de ue t5cnic
t5cnica
a de investi&ac
investi&ación,
ión,
có'o, cuándo $ dónde reali.ara la prue%a
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En esta etapa se de%e declarar la estrate&ia &eneral de 'ar(etin&, un plan preli'inar, para introducir
el producto al 'ercado"
En 'r%er lu&ar se declara el se&'ento al cual se diri&e el producto, constituido por una descripción
&enera
&en erall del
de l 'ercado
'e rcado 'eta,
'eta , ta'ao $ co'porta'iento
co'porta'iento"" /osterior'
/osterior'ente
ente se dene
dene el posiciona'iento
posiciona'iento
deseado para el producto"
infor'e 1B
En seg&nd$ lu&ar se de%e declarar un nivel de precio &eneral para el producto $ una esti'ación de
los puntos de venta en ue se dispondrá el nuevo producto"
En ter!er lu&ar, se de%e proponer una esti'ación &lo%al de las unidades de producto ue se espera
vender $ las utilidades ue se espera alcan.ar, as co'o la participación de 'ercado"
;,1- Desarr$""e "a *ase ;> t$%and$ en !$nsdera!.n "$s tres '&nt$s antes %en!$nad$s
P&nt$s de Ventas:
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-ost
-osto
o de la 'ano
ano de o%ra
o%ra indi
indirrecta
ecta L11"@
11"@23
23"2
"200
00
>J>A;
>J>A; L2)"801"4@4
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• edida de tra%ao
• #istri%ución de la planta
• /ro&ra'ación
• Estándares
Ventas
C$%&n!a!.n:
• /ro'oción de ventas
• /u%licidad
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Fase
Fase C$%er!a"6a!.n
8"1 En esta etapa se procede con las decisiones del 'o'ento de la introducción al 'ercado,
có'o, cuándo
cuándo $ dónde,
dónde, se lan.ara, $a sea en una o al&una re&iones del pas" ;a nalidad es
planicar una introducción &radual del producto, Apluelo a su producto nuevo"
Intr$d&!!.n: Super'ecados
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;,2- Des!r#r 5&e s&!ede !$n "as 0entas 8 "a &t"dad en "as eta'as de" !!"$ de
0da 'ara s& 'r$d&!t$> n!$r'$rand$ estrategas a seg&r en !ada &na en !&ant$
a 're!$s 8 'r$%$!.n,
?ntroducción
Se difundirá el producto a trav5s del esta%leci'iento
co'e
co'ercrcia
ial,
l, insta
instala
land
ndo
o una
una .ona
.ona ue
ue desp
despie
iert
rte
e la
curiosidad del cliente a un precio 'enor"
Ina
Ina pro'
pro'ototor
ora
a podr
podra
a ofr
ofrecer
ecer 'ues
'uestr
tras
as del
del
prod
produc
ucto
to pre
previ
via'
a'en
ente
te coci
cocina
nado
doBB reca
recalc
lcan
ando
do
sie'pre las caractersticas principales"
-reci'iento Si el producto presenta una %uena aceptación a
corto pla.o $ 7a$ una de'anda considera%le, se
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.I.,I)/"AF%A