Project adv. 12
- 2. 1. Introduction We are a Peruvian company that prepares and sells natural juices using as ingredients the most selective fruits; we use fruits such as aguaymanto, granadilla, camu-camu and orange.
- 3. 2.Mission and Vision “Provide and excellent service and give our customers a natural product that will have health benefits” MISSION VISION “Be recognized as an important natural company that provides a high quality product”
- 4. They are known as Incan golden berry or Pichuberry, named after Machu Picchu, and marketed as a Peruvian super food. Low in Calories Golden berries only have about 53 calories per 100 grams, the amount of a typical serving. They contain vitamins A, C, E, K1, B1, B2, and B3, as well as fatty acids and phytosterols. Trace amounts of calcium and iron, plus other minerals, are also found in golden berries. But their claim as a super food does not come from their nutritional value. High in Antioxidants This unique fruit has specialized antioxidants including polyphenols and carotenoids, qualifying it as a super food useful for their anti-inflammatory and other healing qualities. Research has found use of golden berry extract in cancer, diabetes, and hypertension. The berries also have liver and kidney protective properties. A recent study found golden berry extract improved kidney function after renal injury. Apparently, their unique antioxidant power is the key to their healing value.
- 5. Vitamin C Camu camu is chock full of vitamin C: 60 times more per serving than an orange! A teaspoon of camu camu powder has 1180 per cent of your recommended daily intake for vitamin C, which is important for gum health, among other functions in our body. Valine Valine is an amino acid found in camu camu. It's an essential amino acid, meaning that we must get it in food because our bodies can't produce it. Valine is used by the body Potassium Our bodies need potassium for the proper functioning of the heart and kidneys. Camu camu is one way to get it: 71.1 milligrams are found in every 100 grams. Leucine This is another essential amino acid found in camu camu, one that our bodies need for muscle and bone tissue growth and recovery and the production of growth hormones.
- 6. 3.SWOT ANALYSIS. STRENGTHS Knowledge and experience about how to prepare the product Selling products directly to the customers Keeping costs below that of competitors
- 7. WEAKNESSES There is not enought knowledge about administration Strong relationship of consumer with common juices
- 8. OPPORTUNITIES Internet as a marketing tool More people are looking for a natural product Opening stands where there are a lot of people around
- 9. THREATS A lot of competitors in the market with similar products Threat of substitute products
- 10. 4. Target Market Target Market is a group of individuals or organizations, or both, for which a firm develops and maintains a marketing mix suitable for the specific needs and preferences of that group. Our target market will be the person that can find benefits in our product. For example: Students: As we know they do different activities such as studying and working. So at the end, they don’t have the energy to complete these activities, so our product can provide the energy that they will need. Parents (kids): Parents are wonder about the products that their kids drink and eat, so they constantly look for natural products that can supply this necessity. Parents can see our product as a natural and healthy solution. “Elderly people”: Juicing is an effective way to get vitamins, nutrients and minerals that our body needs, elderly people can find it extremely helpful because with that they can have a healthy and vibrant life.
- 12. 5. Developing a Marketing Plan Marketing mix Our organization will prepare and sell natural juice using as ingredients peruvian fruits such as: -Aguaymanto -Granadilla -Camu-Camu -Orange
- 13. Well for this point what we think is to use a differentiated market segmentation approach, so that it will adapt better with What we have in our plan. We have planned to offer two products using the fruit´s juice. They are ¨drinks with different flavors¨ and ¨cremoladas¨ , but both only are going to be sold in summer and in the rest of the year the drinks. DRINKS WITH DIFFERENT FLAVORS AND¨ CREMOLADAS¨ Product -Our Brand is ¨GOLDEN¨ -No artificial flavours and preservatives. We use Fruits from the jungle : camucamu , aguayamanto , etc - the bottle´s size is 12 cm containing 500 milliliters of juice -High quality with good benefits
- 14. Price -Our tentative Price for both products will be around s/2.00 -There will be discounts for people who buy it frequently Distribution -Our point of sale : outside universities and institutes -Set one cannel member in each district - Transport : our fruits will be sent by trucks Promotion -Flyers -Internet (facebook) Younger generations aware of the shops opening. We decided to do this because we know that it works well and it will be an important tool for us . -Sales promotion Samples Frequent-user incentive
- 15. Marketing enviroment Competitive forces: -threat of substitute products -threat of new entrants Economic forces: -labor cost of the product -increase the price of fruits and the distribution -Local economic environment in different markets Socio- cultural forces: -Age distribution -tastes of people -income level -educational level Technological forces: -Emergence of innovative technology Political forces: -government type and stability
- 16. 6. The Six Steps Of Marketing Research Define the problem. We have identified two problems that we want to solve in this research; the first one is if the fruits that we use are known by a considerable group of people and if they know about their benefits; and the second one is if they like the flavor of the juice. Develop the approach. In this step, we need to establish a budget, understand influencing factors such as the environment or economy, decide on sampling and survey methods. First, we have to understand factors such the economy of our country; our country has a good economy in which people are willing to buy products like ours, another factor is that now more people are looking for new product and trying to find “natural” products in order to have a better life style . In order to solve the questions that we have formulated we are going to make our survey in places such as schools, parks, and universities.
- 17. Plan research. Designing a survey or questionnaire is considered the most important step in any survey process. So we have designed 5 questions that we help us to solve our questions. Do you know about these products? ( We show a picture with the name of the fruit that we are going to use) Do you know where you can buy these products? Do you know the benefits of these products? Have you ever drunk a juice that was prepared using these products? Do you like the flavor of the juice? Gather factual information. In order to collect the data, we have to survey people in place such as schools, parks, and universities. Also we are going to use online survey tools (Google survey).
- 18. Interpret the information. 65 35 Do you know about these products Yes No 45 55 Do you know where you can buy these products? Yes No
- 19. 40 60 Do you know the benefits of these products? Yes No 4852 Have you ever drunk a juice that was prepared using these products? Yes No
- 20. 65 35 Do you like the flavor of the juice Yes No Reach a conclusion. After interpret the information, we can conclude that is possible to implement and use the fruits because a good percent of the respondents knew about them also that they like the flavor.
- 21. 7. The Product Life – Cycle It is a series of stages in which a product´s sales revenue and profit increase, reach a peak, and the decline. Introduction Stage In the introduction stage, as a starting organization we have to reduce the price of our product in order to attract new costumer. This reducing means that we are going to have losses, but we consider that is crucial this because of the competence.
- 22. Growth Stage We predict to be in the “Growth Stage” after 2 months. In this stage, we are going to see our first profits that will help to improve our service and the quality of our product. Maturity Stage In this stage sales are still increasing, but the rate of increase has slowed. Later on, the sale curve peaks and begins to decline. As a result, we have to find another ways to attract new customer and build stronger brand loyalty, and encourage repeat purchases. Decline Stage At this point our sales start decreasing and the profits continue to fall. During this period, we have to introduce new flavors and maybe eliminate some of the initial products.
- 23. 8. Product Line and Product Mix. A Product Line is a group of similar products that differ only in relatively minor characteristics and The Product Mix consists of all the products the firm offers for sale. In our project we see different product line which should promote the following: - The nutritional benefits-and synthetic-free inputs product. - Ethical consumption: fair trade labels and sustainable production. - Benefits for the healthy growth of minors (children and teenagers). - The synergy between natural / organic food and gourmet type, style "Ready to eat". - Use private label chain stores to facilitate the acceptance consumer.
- 25. 9. Developing New Products. Developing the tangible product or service is only a small part of the new product development process, which includes the complete journey from generating the initial idea to bringing the product to market. In our case, we are planning to introduce a new product which is called in Spanish “cremolada” that also will use the same product of our juices (aguaymanto, camu-camu, and granadilla). Idea Generation Idea generation involves looking for product ideas that will help a firm to achieve its objectives. Because our objective is attracting new customer, we have considered that creating “cremoladas” is a good idea. They are good products that have “good” sales in summer because of their flavor and they are an infallible solution for a sunny day Screening In this phase we have to look if it is possible to “create” the new idea. Even if we don’t have experience making “cremoladas”, we are willing to learn how to make them.
- 26. Concept Testing Concept testing is a phase in which a product idea is presented to a sample of potential buyers through a written or oral description to determine their attitudes and initial buying intentions. So, we did that, we presented the idea to a select group of people in order to obtain their opinions. Business Analysis Business analysis generates tentative ideas about a potential product´s financial performance. During this stage, the firm considers how the new product, if it were introduced, would affect the firm´s overall sales, costs, and profits. We consider that the introduction of this product will be affect in a positive way that means it will increase our sales and generate profits. Product Development In this phase the company must find out if it is technically feasible to produce the product and if the product can be made at a low enough cost. Even if it is more expensive produce “cremoladas”, it is possible to sell them and still having profits. The only extra cost is the cost of sugar.
- 27. 10. Pricing Objectives. Before setting prices for firm´s products, management must determine pricing objectives that are in line with organizational and marketing objectives. Survival A firm may have to price its products to survive. This usually means that the firm will cut its price to attract customers, even if it must operate at a loss for a while. In our case, as a starting company and because of the competition, we consider that is important to reduce the price in order to attract new customers.
- 28. 11. Pricing Methods. Once a firm has developed its pricing objectives, it must select a pricing method to reach that goal. Competition – Based Pricing In using competition –based pricing, an organization considers costs and revenue secondary to competitors´ price. The importance of this method increases if competing products are similar and the organization is serving markets in which price is the crucial variable of the marketing strategy.
- 29. 12. PHYSICAL DISTRIBUTION The physical distribution considers many sales distribution channels, such as wholesale and retail, and includes critical decision areas like customer service, inventory, materials, packaging, order processing, and transportation and logistics. RETAILS: small stalls spread over different drinks, so they are available to consumers.
- 30. WHOLESALE: for large commercial enterprises requiring drinks will also be distributed in large quantities. Also we have to consider: Materials: we include different sizes of bottles
- 31. Packing: this includes the bottling TRANSPORTATION:
- 32. 13. Developing an Advertising Campaign • Identify and analyze the target audience. (The target audience is the group toward which firm´s advertisements are directed.) Our target audience will be the person that can find benefits in our product. For example: Students: As we know they do different activities such as studying and working. So at the end, they don’t have the energy to complete these activities, so our product can provide the energy that they will need. Parents (kids): Parents are wonder about the products that their kids drink and eat, so they constantly look for natural products that can supply this necessity. Parents can see our product as a natural and healthy solution. “Elderly people”: Juicing is an effective way to get vitamins, nutrients and minerals that our body needs, elderly people can find it extremely helpful because with that they can have a healthy and vibrant life.
- 33. • Define the advertising objectives. (The goals of an advertising campaign should be stated precisely and in quantifiable terms) Getting to know our company and our products (As a starting company we have to attract potential customers) To increase the sales volume of our products in 10% during the next 4 months. (This increasing will help to cover different expenses and then make profits.) • Create the advertising platform. (An advertising platform includes the important selling points, or features, that and advertiser will incorporate into the advertising campaign.) If we look our product we can notice that the most important characteristic is that is a natural product which has different benefits in our health. Also another characteristic that make our product different is the use of fruits such as aguaymanto, granadilla and camu-camu. People know about these products, but they are not common to find.
- 34. • Determine the advertising appropriation. (The advertising appropriation is the total amount of money designated for advertising in a given time period.) Because we are going to use Social Medias and the Internet, the total amount of money won´t be so high; however, we expect to invest around $100 during the first two months of the campaign that will cover the cost of the creation of the pages and the maintaining of them. • Develop the media plan. (The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives.) We consider that effective media classes are “Social Media” and “Internet”. Using these media classes we can get to know our product and our organization, also one of the benefits of using them is the low price involved in their use. Also, using them we can receive real-time feedback and improve our service.
- 35. • Create the advertising message. (The content and form of a message are influenced by the product´s features, the characteristics of the target audience, the objectives of the campaign, and the choice of media.) As it was mentioned in the step number 3(Create the advertising platform) the most important characteristic is that is a natural product that use fruits which are from our jungle, so our advertising message will be related with this characteristic. Our main message will be: “Be natural, be Golden” (Golden is the name of our brand) • Execute the campaign. (Execution of an advertising campaign requires extensive planning, scheduling, and coordinating because the tasks are carried out by many people and groups and must be completed on time.) When we execute the campaign we have to constantly assess the quality of the work. Because we are going to use social media, we have to update the information, photos and the necessary information on it every two days.
- 36. • Evaluate advertising Effectiveness. (A campaign´s success should be compared against original objectives at regular intervals before, during, and after campaign launch. Organizations have to take into consideration the ROI, sales growth, brand awareness in relation to money spent on promotional activities) One of our main objectives is get to know our product. As we are going to use social media, we can measure the number of person that likes our content, the number of impressions and the post view. Our second objective is increasing our sales. So we can measure that comparing the initial sales and the “current” sales.
- 37. 14. SALES PROMOTION METHODS Personal selling and advertising often work closely with another promotion tool. FREE SAMPLES: tasting a food and drink at sampling points at market MERCHANDISING: addition such as dump bins, point of sales, materials and products demonstration