1.

COMPANY INFORMATION PRESENT TENSE

 Name of the company Mermeladas de Colombia SAS
Trade’s name Production and Marketing
Company’s activity Direct sales of jams to fixed customers
and the public in general.
2. COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising Mermeladas de Colombia SAS; founded
has been traditionally done? in February 2014, the result of an
entrepreneurship project and with its own
resources, in the course of the market
study has been developed to identify the
niches of the market. carrying out
Marketing processes in chain
Supermarket, shopping centers through
tastings and product exhibition in stand of
markets which have great affluence of
 people.
What kind of advertising and what issues
were addressed? Exhibitions in chain markets, POP
advertising, spoken and written. there
were economic problems, because of the
cost of the guidelines in radio and press,
the competition has advertising on
television which makes it a problem for
Mermeladas de Colombia SAS because
they do not have enough resources to get
to schedule on television, which makes it
a problem for the company.
What were the objectives of previous
campaigns? The objectives were; publicize the product
to people and places which were not
impact on the launch of the product, plant
the product, seek to obtain acceptance
among people who have not been able to
comvencer sales of comsumir Tropimix
marmalade.
What are the characteristics of your product or
service? Tropimix jam; It is a fruit based preserve
like passion fruit and pineapple, without
artificial preservatives, yellow color, rich
in water in the same fruit, rich in
vitamins E, endulsed only with the sugar
of the fruit. that's why it's said to be
What is the current position of your product 100% natural.
in the market?
It is in a challenging position, because it is
Description of the product or service with
all its features:
• Physical (if it has)

3. THE PRODUCT OR SERVICE

 second in the market by 80% and 20% is
leader, first, fighting for first place with
the competition that has been in the
market for years.
• Chemical characterization (if it has) PRESENT TENSE

Mermelas Tropimix is a product in

 presentation of 250 grams, packaged in a
 bottle that after consumption is for glass
for the kitchen of the homes, its yellow
color comes from the combination of
 passion fruit and pineapple, its flavor is
 pleasant because it is only endued with
the sugar of the fruit.
• Packaging (if it has)
 Nectar is a product made up of juice and
fruit pulp, these must be free of foreign
matter and flavors,
• Benefits They have a uniform color and smell
similar to that of the respective fruit.
With the objective of characterizing fruit-
based nectars of
milky, passion fruit and pineapple. The
 parameters studied were: content of
vitamin C, reducing sugars, titratable
acidity and acceptability.

Carton box of 50 by 30 centimeters by 10

high, contains 24 jars of Tropimix jam of
250 Grams.
• Trajectory (how long was it released).
The parchita known in many countries
but maracayá in others, is a fruit that
contains water, fiber, abundant caloric
value, vitamins of various types A, B and
C among others also minerals such
as
 potassium, phosphorus, iron, thiamine,
riboflamina etc. Reduces the risk of
hypertension, pineapple is excellent for
this because one cup of pineapple
contains one milligram of sodium and one
hundred ninety-five milligrams of
 potassium.

Marmalade Tropimix has 4 years in the

• Legislation
 market, started as a strange product
occupying 60% in the canned market, 4
years later it is a product that occupies
80% and 20% occupies the first place in
large markets.

The purpose of the additives is to

maintain and preserve the quality of the
 product, to ensure safety and health, to
increase or maintain nutritional value, to
contribute to conservation, to improve
functional properties (for example, their
availability outside temperature), to
 promote the acceptance of consumer
(enhancing flavors and colors) and
facilitate the preparation of the food.
However, each additive carries a risk to
health, often verifiable only in the
medium and long term. The risk of an
additive lies mainly in its toxicity, mainly
related to the amount that is added to the
food and its carcinogenic or toxic effect.
The additives are allowed for addition
according to the regulations established
for their use.
In addition there are other additives
• Ifecycle whose toxicity is not completely clear, is
the case of aspartame-type sweeteners, or
dyes that according to studies have come
to generate alterations in people.
Brix degrees to which the product should
4. SWOT MATRIX (STRENGTHS,  be kept maximum; 68-72.
WEAKNESSES, OPPORTUNITIES Add maximum: Sorbic acid 25mg / kg
AND THREATS) weight, Benzoic acid 5mg / kg weight, L-
Ascorbic acid 15mg / kg weight, Pectin
Weaknesses (they are internal to the company) 10%. According to the NTC standard,
for
 jams.

6 months from the day of its preparation.

PRESENT TENSE

1. Being a new company, its participation

in the market is low.
2. Low business experience within the

Opportunities (they are external, what the sale

opportunities are) Strengths (they are internal )
 sector.
3. In sales, growth is very slow because it
is a new product in the market.

1.The growing demand for natural and

traditional products.
2.Customers is willing to try new
Threats (they are external )  products. 3. Strategies at the points of
sale.

1. Manufacturing is easy to prepare.

5. BUDGET
It’s the money assigned to the project.
2. It is a market niche.
3.The Tropimix marmalade is a 100%
natural product and has a high nutritional
content.
4.Product of massive and permanent
consumption.
1.The competition between strong brands
 positioned and with fixed clients.
2.Aggressive advertising between
competitions.
3.Increase of raw material for production.
PRESENT TENSE

The money assigned to the project is $

280,000,000, own contributions and bank
financing.

6. CONSUMER/TARGET PRESENT TENSE

AUDIENCE
Describe the three types of consumers:

• End consumer: The person who Person or organization that makes

consumes the product, but doesn’t effective use of a certain product or
decide on the purchase. service and that entails the supply of a
good. These are the consumers
advertisers target in their mass media
advertising campaigns.
• Real consumer or objective: The
 person who makes the purchase The "REAL" client is the one for which
decision. you have worked (he has not worked with
you), for many years.
That is the loyal customer, he makes the
orders to you, there is confidence he does
not look for another supplier but you.
• Potential Consumer: The person who
has a provisional contact with the
 product or who will be the consumer
in the future.

Describe the profiles
 
• Demographic profile
 
 
 
 
 
 
• Geographic profile
The potential client is one of the
fundamental aspects that is always taken
into account in any economic entity,
because in them lies the opportunity for
growth and development.
The potential client is any person who can
become a buyer (the one who buys a
product), user (the one who uses a
service) or consumer (the one who
consumes a product or service), since it
presents a series of qualities that they do it
prone, either by needs (real or fictitious),
because they have the right profile,
because they have the economic resources
or other factors.

Result of image so that it is a profile

demográficowww.scribd.com
A demographic profile is a set of
estimators, tables and graphical
representations that succinctly summarize
the state of a population (or population
• Psychographic profile
structure: characteristics of its members
and spatial distribution for the moment
evaluated) and the processes of growth or
decrease.

Geographical segmentation refers to the

division of the market taking into account
the geographical differences between one
 place and another, when distributing the
 products or services. Geographic
segmentation helps to collect and analyze
information according to the physical
location of the people.

Result of image so that it is a Profile

 psicográficoes.slideshare.net
Transcript of consumer's psychographic
 profile. It is an attribute which serves to
segment the market and divides the
 buyers into different groups based on
their social class, lifestyle or personality
characteristics. Values Personality

7. COMPETITION/POSITIONING • Direct

Describe the type of competition your product

or service has:
 • Hint Consumer Lifestyle Activities.
PRESENT TENSE
• Main Competition

The right competition of Marmalade

Tropimix; brands like La Constancia, San
Jorge etc.

Products such as milk, butter, cheese, etc.

We observe that there is a leading brand

in Colombia that is fruity, because for
many years it has created a strong brand
with a lot of remembrance in Colombian
families, but they do not have jam of
arazá what represents for our company a
competitive advantage, the only national
company This product is offered by a
company from Caquetá called
MUKATRI, but it is not a well-known
 brand, so far it is starting to offer its
 products in large areas such as Carulla
and Carrefour.

8. PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your Consolidate Mermeladas de Colombia

 project. SAS, with its flagship product as the
number one regional and national level, to
 provide employment and development to
the communities, with the purchase of raw
materials and the generation of
employment. Locate the company as one
of the 5 producers of the country of
canning on a large scale and with the
hygiene guidelines required by law.

9. MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in A segmentation was performed as
your project: which are the latest changes of follows: Demographic Segmentation:
consumers and the target public? Men and Women Buyers between 5 years
and older. Consumers men and women of
all ages of strata 1, 2, 3, 4, 5 and 6
Geographical Segmentation: Initially
 covering in the city of Villavicencio
(Meta), with a market size of 600,000
 people, with a warm climate that does not
exceed 32 °. Psychographic
segmentation: High class, medium high,
medium and low average, people who
like healthy, natural and good tasting
products. Segmentation Use /
consumption: Usually in Colombian
homes they buy jam once a month, but
in Villavicencio they usually
 buy weekly, however they can buy
additional but of different flavors, being
their frequency of daily use in breakfasts,
ounces or food , the most frequent places
10. SCHEDULE of purchase are shops and small
neighborhood supermarkets and as a
Include the distribution channels for the second option the chain stores. Every day
 products of your project: the markets are changing, they have new
tastes, new diseases are born that make
• Direct  preserves are forbidden by doctors,
children who previously consumed jams
now no longer do so because their parents
no longer have the money to include this
 product in the family basket.
PRESENT TENSE

With the popularization of the internet

and the settlement of electronic
commerce, distribution channels have
undergone the logical changes for
adapting to new technologies and
digitalization. This has caused the
approach between manufacturers and
consumers, blurring the participation of
the different distributing agents, but
traditional channels continue to exist and
work.
Own or direct channel: The company
itself Tropimix Marmalades of Colombia
SAS manufacturer is responsible for
getting your product to the final
customer without intermediaries.
Therefore, it does not delegate storage,
transport or customer service processes.
For example,
 the HP product company is responsible
for the distribution of its own products.
Because the transport companies in many
cases are not ready if not to transport and
deliver but at the time of leaving high the
good name of the company that owns the
 product they are carrying do not know
what it is, in other situations delivered in
 poor condition the product or let it hurt
 because they do not care if not their goal
is to deliver and already. In other
situations, the non-fulfillment of delivery
can be presented on time, causing
inconvenience to customers, leaving the
good name of the company wrong.

• Indirect
Indirect channel A distribution channel is
usually indirect, because there are
intermediaries between the supplier and
the user or final consumer. The size of the
distribution channels is measured by the
number of intermediaries that form the
 path that the product travels, as transport
companies, private individuals that exege
this work of freight transport.