EXPORTACIÓN DE

CAMUCAMU JUICE A
ESTADOS UNIDOS
INTERNATIONAL MARKETING

Ciclo: VII
Semestre: 2020 - I

Equipo:
CABELLO CORDOVA, MARIA ESTHER
JIMENEZ CAPUÑAY, MAYUMI
PADILLA SAMAYAMI, JUAN
MONTAÑEZ RAMIREZ, FLAVIO
VALENTIN
YAUCE, CARLOS 16 de septiembre de 2020
Ciudad Universitaria,
1. GENERALIDADES
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THE BUSINESS IDEA

• Why the state of California of The United States?

• One of the most effective strategies to prevent
coronavirus (covid-19) is to strengthen the immune
system
 Description of unmet demand
FRUIT JUICE MARKET
The fruit juice market in USA used a
value of US $ 9.9 thousand million in
2017 and is the first in the ranking
worldwide
INTEREST IN EXOTIC CONSUMPTION
FLAVORS American spends on average year US $ 30
in this type of products and consumes
younger consumers, mainly the about 16.5 liters
millennial generation are those who
have the greatest interest in more
exotic flavors.
HEALTH
People tend to buy more
drinks when the season
changes. When it gets
cold, people look for
vitamins.
 THE PRODUCT  Made from natural
Camu Camu pulp.

Camu camu juice

 Ideal to raise the
body's defenses

 Recommended for
beauty and health

Tariff heading

Presentation: 250ml
Pet Bottles
 TARGET Market
• The target market is women and men who are from California and belong to
the middle socioeconomic sector and between 19 and 64 years: 22,151,945
people (56%) of the total population of the California).

Distribution by
sectors (2014)

Source: CalFacts 2014

Opportunities and threats
STRENGHTS AND
WEAKNESSES
 ENVIRONMENT
ANALYSIS
Trending Analysis
UNITED STATES’ GENERAL INDICATORS
Population (2019) 328,239,523 people
GDP (2019) US$ 21.43 trillion
GDP per capita (2019) US$ 65,287.69
Area 9,833,517 km2

ECONOMIC INDICATORS
Economic Growth 2.2%
Inflation 2.1%
Unemployment rate 4.4%
Exports US$ 1.553 trillion
Imports US$ 2.361 trillion

CALIFORNIA INDICATORS
Share in the population of USA (2019 est.) 39,512,223 people (12%)
Share in USA’s Total GDP (2019) US$ 3.2 trillion (15%)

Source: Elaborated by the research team with Census and The World Factbook data.
 Estimated Market Demand

ESTIMACIÓN DE DEMANDA DE JUGO DE CAMU CAMU

    2021 2022 2023 2024 2025
POBLACION ESTADOS   328,200,00 331,050,00 334,640,00 336,450,00 338,270,00
UNIDOS 0 0 0 0 0
POBLACION DE LOS NS   87,000,000 87,755,484 88,707,130 89,186,929 89,669,378
A, B y C
POBLACION DE   39,512,223 39,855,336 40,287,539 40,505,446 40,724,557
CALIFORNIA
POBLACION DE 27% 10,473,990 10,564,943 10,679,512 10,737,275 10,795,358
CALIFORNIA DE NSE A,
ByC
POBLACION DE LOS NS 67% 7,017,573 7,078,512 7,155,273 7,193,975 7,232,890
A, B y C DE 15 A 46
AÑOS
FRECUENCIA DE 47.3 3,319,312 3,348,136 3,384,444 3,402,750 3,421,157
CONSUMO DE BEBIDAS %
INTENCION DE 44.3 1,470,455 1,483,224 1,499,309 1,507,418 1,515,573
COMPRA DE BEBIDA DE %
CAMU CAMU
PARTICIPACION DE   7% 7.5% 8% 8.5% 9%
MERCADO
NUMERO DE UNIDADES   102,932 111,242 119,945 128,131 136,402
A VENDER
 MARKETING PLAN

Marketing Year 1 Year 2 Year 3 Year 4 Year 5 Indicators

objectives
Reach market share 0.44 0.45 0.46 0.47 0.48 Market share

Achieve ac ertain 102,932 111,242 119,945 128,131 136,402 Volume of sale

amount of anual sales

Loyalty in 60% 70% 80% 90% 100% Achievement of

distribution goals
channels
Recognition of the 30% 40% 50% 60% 70% Spontaneous
brand within the recall
public

Sales increase 7% 7.5% 8% 8.5% 9% Variation in

sales volume

Increase 25% 30% 35% 40% 45% Compare the

profitability profitability of 2
progressively or more periods
 Marketing Mix

Product Place

Price Promotion
Camu Camu juice. This is a
concentrated syrup made from Camu
Camu pulp. It doesn’t contain any
artificial colorants or flavorings. It
requires adding 4 parts of water for
consumption. It’s ideal to raise the
body's defenses. Recommended for
beauty and health, for athletes and
maintaining the ideal weight. It will
be available in a presentation of
250ml Pet Bottles
According to the survey,
93.70% of people are
willing to pay from $ 3
to $ 4 for a 250 ml. bottle
of juice.
Our product will be introduced
in different supermarkets in the
United States since according
to the surveys 64.30% of
people buy natural juices in
supermarkets.
FAIRS AND EVENTS OF THE AGRO AND AGROINDUSTRY SECTOR

To carry out our promotion strategy, we

will place advertisements through social
media. Instagram and Facebook accounts
will be used mainly to capture the
youngest audience. In order to reach the
rest of the public we will have to take
opportunities such as attending to a
natural products’ fair and have our
product displayed in a booth in reach of
our target public
 Marketing Budget
MARKETING BUDGET

INVESTMENT DETAIL IN MARKETING BUDGET BUDGET PERCENTAGE

COMMUNICATION $ 4,851.00 6.01%
Elaboration of corporate image $ 411.00    
Creation of the website for membership $ 550.00    
social media advertising $ 110.00    
participation in trade fairs $ 3,780.00    
PRODUCT $ 65,131.47 80.71%
bottle 250 ml (1 und) $ 20,586.40    
label (1 und) $ 5,146.60    
Food and Drug Administration FDA $ 3,000.00    
Camu Camu (120 gr) $ 35,190.43    
Water (129.49 ml) $ 16.55    
Stevia Reb 97 ( 0.17gr) $ 498.53    
Potassium sorbate (0.17 gr) $ 468.62    
Sodium benzoate (0.17 gr) $ 224.34    
PRICE $ 75.00 0.09%
Price fixing $ 75.00    
DISTRIBUTION $ 10,638.70 13.18%
international and internal freight $ 7,638.70    
Sales Manager department $ 3,000.00    
TOTAL   $ 80,696.17 100%
CAMU CAMU
 INSUMO PROVEEDOR PLAZO CONDICIONES Y
OBSERVACIONES

Suppliers
Frozen pulp of     Orders greater than 20 kilograms,
Camu Camu Organic
Producers 2 to 3 payment 50% before and 50% at the
Association business time of receiving the order
“Pimental”
days
Pamolsa 2 to 3
Packing In the case of not being able to supply
business
days with the product, it is passed back to the
start that is granted to them.

For 102932
Insumo/servicio Empresa direcciòn Precio(usd) cantidad Total (usd)
Pul camu camu Pimental ucayali 2.85*kg 12351.84kg 35190.4
Empresa procesadora Palmosa lima 12*cilindro 58 696
      0.05*unidad 58 2.9

        TOTAL 35889.3
 For 102932
Insumo/servicio Empresa direcciòn Precio(usd) cantidad Total (usd)
Pul camu camu Pimental ucayali 2.85*kg 12351.84kg 35190.4
Empresa procesadora Palmosa lima 12*cilindro 58 696
      0.05*unidad 58 2.9

        TOTAL 35889.3
 Inventory Planning

  2021 2022 2023 2024 2025

Start inventory 0 2059 4283 6682 9245

Production 104991 113467 122344 130694 139130

Stock 104991 115525 126627 137376 148375

shipping to stores 102932 111242 119945 128131 136402

 Pre-operative activities

(EN NUEVOS SOLES)

PRODUCT SEPTIEMBRE OCTUBRE

Product development 250  

First Trial Lot   200
Company Enrollment Fees    
Reservation of the Name in Public Records 22  

Legal and Accounting Books   100

Constitution of the Company and Processing of 700  
Ruc

Operating license   200

Product Patent in Indecopi   1270
Authorization for Issuance of Vouchers   40

Legalize the Payroll Book   35

Machinery and equipment   19600
 Packaging

Features Description
Commercial sales unit the ascorbic acid content of the pulp will be from 1800
to 2300mg./100gr of pulp, with a pH of 2.5 and a
content of soluble solids between 6 to 7%
Packing Primary Double-density
polyethylene double
bag, with a capacity of
195 net kilos of pulp.
sealed and labeled.
Packaging Primary High pressure resistant
metal container with
suitable valves or
closures. It is a fairly
resistant material and
maintains the necessary
temperature for our
product. Keeps the chain
cold.
 Load

Gross weight (per bag) 212 kg

Net weight (per bag) 195 kg
Gross weight (per cylinder) 229kg

Net weight (per cylinder) 212kg

Unitarization Universal 4 cylinder
pallet
Container capacity (01*20´RF)

12,35 tonelas (peso bruto)

13,5m3 (volumen)

United load dimensions 0.84 m3

Number of load units 12,351.84 kg of camu camu
pulp
 3.COSTOS DE
EXPORTACIÓN
EXPORTACIÓN
UVAS FRESCAS RED GLOBAL
International Distribution Logistics Cost
 Service Currency Unit price Calculatio Total
n
Freight cntr 20 refer (p) USD 3550,00 FLAT 3550.00
Transport service (p) USD 900,00 FLAT 1062.00
Local transport service (p) USD 400,00 FLAT 472.00
Comprehensive logistics USD 1350,00 FLAT 1593.00
service
Peruvian customs USD 25,00 FLAT 29.50
transmission
Bill of lading(p) USD 50,00 FLAT 59.00
Approval (p) USD 240,00 FLAT 283.20
Customs brokerage (p) USD 120,00 FLAT 141.60
Operating expenses (p) USD 30,00 FLAT 35.40
Physical capacity service USD 350,00 FLAT 413.00
(p)
7638.70

International Distribution Logistics Cost

 SALES INCOME
Ventas
Mes
estimadas Mes 01 Mes 02 Mes 03 Mes 04 Mes 05 Mes 06 Mes 07 Mes 08 Mes 09 Mes 10 Mes 11 Total
12
(Unid)
Camu Camu
5000 5500 6000 6500 7500 8300 9000 9400 9800 10500 11500 13932 102932
Juice
Total 5000 10500 16500 23000 30500 38800 47800 57200 67000 77500 89000 102932 102932
% sales
20% 27.69% 8.88% 32.69%
growth

Components Pecent Amount

raw material cost   S/ 2.12

indirect cost   S/ 1.11
Total expenses   S/ 1.39
Distribution cost   S/ 0.10
Profit margin 60% S/ 7.56
TAX IN CALIFORNIA 9.5% S/ 0.72
Price to the intermediary   S/ 8.28
Intermediary margin 30% S/ 2.48
Retail price to the consumer   S/ 10.76
USD TOTAL   $ 3.07
 TOTAL AND UNIT PRODUCTION COST

Price per kG/ Gram per unit (bottle per Cost per unit (250 ml
Raw material Percentage Price per gram
unid 250 ml) bottle)

2.8
Camu Camu 48.00% $ 0.003 120 $ 0.34
Water 51.80%   - 129.49 $ 0.00
28.49 $ 0.03
Stevia Reb 97 0.07% 0.17 $ 0.00
26.78 $ 0.03
Potassium sorbate 0.07% 0.17 $ 0.00
12.82 $ 0.01
Sodium benzoate 0.07% 0.17 $ 0.00
bottle   0.2 - - $ 0.20
label   0.05 - - $ 0.05
  100%     250 $ 0.60
Ventas estimadas (Unid) Mes 01 Mes 02 Mes 03 Mes 04 Mes 05 Mes 06 Mes 07 Mes 08 Mes 09 Mes 10 Mes 11 Mes 12 Total

$ $ $ $ $ $ $ $
Camu Camu Juice $ 15,326 $ 19,924 $ 27,587 $ 28,813 $ 315,508
16,859 18,391 22,989 25,441 30,039 32,185 35,250 42,705

$ $ $ $ $ $ $ $
Total $ 15,326 $ 70,500 $ 146,517 $ 175,330
32,185 50,576 93,489 118,930 205,369 237,554 272,804 315,508

Fuente: Elaboraciòn Propia