ESTRATEGIA DE MERCADEO PARA EL LANZAMIENTO DEL PRODUCTO “DURAZNOS ENLATADOS EN ALMIBAR” EN EL CANAL SUPERETES EN BOGOTÁ

ESTRATEGIA DE MERCADEO PARA EL LANZAMIENTO DEL PRODUCTO “DURAZNOS ENLATADOS EN ALMIBAR” EN EL CANAL

SUPERETES EN BOGOTÁ

Claudia Angélica Ruiz Torres Candidata al título de Máster en Dirección de Marketing y Canales de Distribución Universidad Autónoma de Barcelona MoDMCD08

Tutor: Agustí Turull

2010

1

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Tabla de Contenido

1. Introducción ............................................................................................................................. 4 2. Objetivos .................................................................................................................................. 6 2.1. Principal ............................................................................................................................ 6 2.2. Específicos ....................................................................................................................... 6 3. Metodología ............................................................................................................................. 7 4. Marco global de referencia ..................................................................................................... 8 4.1. Idea de negocio .............................................................................................................. 12 5. Análisis de la situación ......................................................................................................... 13 5.1. Análisis del entorno ....................................................................................................... 14 5.1.1. Contexto macroeconómico de Colombia .............................................................. 14 5.1.3. Análisis socio-económico y demográfico .............................................................. 18 5.2. Mercado internacional del durazno en conserva ........................................................ 19 5.3. Estudio de mercado duraznos en conserva en Colombia .......................................... 20 5.3. Potencial del producto ................................................................................................... 23 5.3.1. Formas de consumo del producto ......................................................................... 24 5.3.2 Hábitos de compra y consumo del durazno enlatado en los hogares colombianos ....................................................................................................................... 24 5.3.3 Canales de distribución ........................................................................................... 30 5.3.4. Análisis de la competencia ..................................................................................... 34 5.3.5. Análisis de precios .................................................................................................. 36 5.3.7. Nuevas tecnologías aplicadas a la presentación y/o comercialización del producto .............................................................................................................................. 39 6. Análisis interno de la organización ...................................................................................... 40 6.1. Análisis general de la organización .............................................................................. 40

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7. Análisis DOFA ....................................................................................................................... 53 8. Estrategia de valor del producto .......................................................................................... 55 8. 1 Segmentación ................................................................................................................ 55 8.1.1 Mercado de referencia ............................................................................................. 56 8.1.2 Canal de distribución ............................................................................................... 56 8.1.3 Público objetivo ........................................................................................................ 59 8.2 Objetivos del plan de marketing .................................................................................... 60 8.3 Estrategia del Marketing Mix .......................................................................................... 61 8.3.1 Producto .................................................................................................................... 61 8.3.2 Plaza ......................................................................................................................... 64 8.3.3 Promoción y comunicación ..................................................................................... 64 8.3.4 Precio ........................................................................................................................ 70 9. Propuesta económica ........................................................................................................... 72 10. Seguimiento y control de la estrategia de mercadeo ...................................................... 73 11. Plan de Alternativas ............................................................................................................ 73  Anexos ....................................................................................................................................... 76  Anexo 1. Encuesta-diagnóstico Encuesta-diagnóstico empresarial....................................................................... 76  Anexo 2. Grupos focales focales ...................................................................................................... 84 Bibliografía ............................................................................................................................... 101

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1. Introducción El proyecto presentado en enero de 2010 estaba estructurado para una cooperativa de pequeños productores de frutas del Departamento colombiano de Boyacá, con el objetivo de acceder al mercado industrial español. Sin embargo, en el proceso inicial de diagnóstico de la organización se evidenció que las motivaciones de la cooperativa eran más de índole político regional, que de negocios, por lo que se acordó con el tutor del trabajo modificar la propuesta. De todas maneras, se conserva la intensión original de construir una herramienta adecuada para cooperativas, asociaciones y pequeñas y medianas empresas agroindustriales con el fin de acceder de manera competitiva y sostenible a mercados regionales, nacionales o internacionales. Para este fin se seleccionó una mediana empresa agroindustrial establecida en la Sabana de Bogotá denominada General Fruits , para la cual se diseñaron y aplicaron una serie de herramientas de diagnóstico organizacional, se determinaron los canales de comercialización existentes, se identificó la propuesta de valor valor del producto, y con base en la investigación de mercados, se realizó la segmentación, se definió el target, se propuso la construcción de canales de comercialización adecuados y se aplicaron las técnicas de formulación del marketing mix. Todo lo anterior, desde una lógica de mercado, buscando que la propuesta de valor del producto fuera diferenciada e innovadora, rentable y competitiva y que respondiera a las preferencias y necesidades de la demanda focalizada. En América Latina y el Caribe, las PYMES (pequeñas y medianas empresas) han mostrado un espectacular crecimiento en el correr de la última década. La

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región, así como también de entre el 15% y el 25% total de la producción de bienes y servicios. El papel de las PYMES a nivel exportador es más pequeño pero también significativo, al representar entre el 1% y el 3% del total de las exportaciones de la región. En Colombia se estima que existen más más de un millón millón de Mipymes que contribuyen a la producción nacional con una cifra superior al 50% y generan más del 70% del empleo, en los sectores de industria, comercio y servicios. (CALA, 2005). La contribución del presente trabajo elaborado como Plan de Negocio, consiste en adaptar las técnicas y herramientas del marketing y la gestión de canales de distribución a las necesidades y características de una Mipyme agroindustrial rural y lanzar un producto que no corresponde a las líneas tradicionales de la agroindustria colombiana, por un canal emergente como lo son los llamados Superetes. La razón por la cual orienté mi tesis del Máster hacía la creación de un proyecto de negocio del sector agroindustrial, pero desde una mipyme 1, se debe a la naturaleza del trabajo que he venido desarrollando desde hace cuatro años en el ámbito de la cooperación internacional para el desarrollo. Mi labor consiste en adelantar proyectos que fortalezcan a las asociaciones, cooperativas y mipymes, especialmente rurales y agroindustriales, agroindustriales, y que permitan su vinculación a los circuitos económicos y comerciales regionales, nacionales e internacionales; con una visión ampliada del desarrollo sostenible y humano. Justamente a partir de mi experiencia trabajando con Mipymes, he detectado que los esfuerzos se centran en los factores productivos, dejando para el final los temas de mercados, respondiendo más a un enfoque ofertista que de demanda.

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incluyen conceptos de marketing, marketing, creación de valor de marca, marca, construcción de nuevos canales de distribución, etc. porque se perciben como elaboraciones elevadas y costosas para empresas de estas dimensiones, y más si provienen del sector rural. Es por esto que decidí realizar mi tesis con una mipyme agroindustrial rural interesada en la propuesta de estructurar un plan de marketing para el lanzamiento de su producto ―Duraznos enlatados en almíbar‖, para lo cual usé los conocimientos adquiridos durante el Máster, y adapté las herramientas a las necesidades, objetivos y contextos de la empresa General Fruits , con el fin de obtener un efecto demostrativo que permita evidenciar que la gestión de marketing es, no sólo fundamental para acceso y posicionamiento en los mercados, sino que es aplicable a las mipymes rurales.

2. Objetivos

2.1. Principal Diseñar la estrategia de mercadeo para el lanzamiento del producto prod ucto ―Duraznos enlatados en almíbar‖ de la mipyme agroindustrial General Fruits.

2.2. Específicos - Analizar el mercado colombiano de Duraznos enlatados en almíbar, señalando sus características generales, identificando los principales canales de distribución y tendencias de consumo. - Realizar un diagnóstico organizacional (línea de base) y del modelo de negocio y

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canales de distribución a desarrollar, a los mercados que se van a atender y a los objetivos estratégicos de la empresa. - Diseñar el plan de marketing y canales de distribución, así como la estrategia operativa necesaria para su implementación.

3. Metodología Se siguió la metodología utilizada para estructuración de planes de negocio, partiendo del análisis del mercado y la demanda, y desde ahí se hizo un ejercicio retrospectivo del proceso hasta determinar la propuesta de valor de producto y sus implicaciones financieras y el canal de distribución más adecuado. Una vez se tuvo claro lo anterior, se comenzó el diseño de la estrategia de Marketing mix y se propuso la creación de valor de marca del producto. Para la investigación de mercados se utilizaron fuentes secundarias cuantitativas como estadísticas oficiales y privadas, datos de importación e informes de inteligencia de mercados realizados por países que exportan el producto a Colombia. Adicionalmente, se tuvo acceso a dos estudios previos para determinar  los hábitos de compra de duraznos enlatados en almíbar por parte de los hogares colombianos y un grupo focal realizado para la empresa General Fruits  por la

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identificar competencia indirecta y hacer seguimiento a los precios de la competencia. También se realizaron entrevistas con los responsables de esta línea de productos en potenciales canales de distribución y otros agentes involucrados como los logísticos. Para el diagnóstico organizacional, se realizaron visitas a las instalaciones de la planta agroindustrial, a los viveros y a los cultivos de durazno. Además, se diseñó un instrumento de recolección de información información (formulario de línea de base) el cual se aplicó al gerente de la empresa, la responsable de la producción y el encargado de los temas financieros, con el fin de obtener un panorama completo de la situación de General Fruits. Finalmente, en el proceso de construcción de la imagen y de la propuesta de valor  de marca, se realizaron grupos de trabajo con la Gerencia de General Fruits  y los creativos de la agencia de publicidad hasta obtener la imagen y el concepto que consideramos adecuado.

4. Marco global de referencia

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Misión: General Fruits S.A es una empresa dedicada a la producción, comercialización y transformación de frutas respondiendo a los parámetros de la más alta calidad, de buenas prácticas agrícolas, de manufactura y ambientales; satisfaciendo las necesidades de sus clientes nacionales e internacionales, en armonía con la comunidad y el medio ambiente.

Visión: Ser la empresa líder en el país en la producción, comercialización y transformación de frutas abasteciendo el mercado nacional e internacional con productos de primera calidad tanto frescos como procesados y siendo reconocidos en los mercados mercados por la excelente gestión empresarial, transparencia, trato justo a los pequeños fruticultores y proveedores y manejo sostenible del ambiente. La empresa se encuentra ubicada en la finca Santa Isabel, vereda el Chuscal del municipio de Sopó (Cundinamarca) en la Sábana de Bogotá y a tan sólo 40 minutos en automóvil de la capital del país (Fig.1).

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SABANA DE BOGOTÁ

Fig ura1. Ubicación de la Sábana de Bogotá

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General Fruits

Figura 2: Ubicación General Fruits  en Sopó (Vereda el Chuscal).

La Ley 590 de 2000 definió en Colombia qué es una micro, pequeña y mediana empresa de acuerdo a el número de empleados y los activos adscritos de la siguiente manera:

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Mediana: Personal entre 51 y 200 trabajadores. Activos totales entre 5.001 y 15.000 salarios salarios mínimos mínimos mensuales legales vigentes. De $2.575.515.000 (€1.030.206) a $7.725.000.000 (€3.090.000)

En el diagnóstico o línea de base empresarial diseñada para este trabajo (Anexo 1) el responsable financiero de la empresa sostiene que de acuerdo a los informes, General Fruits  tiene como activos $1.204.000.000 (€481.600) representados en la planta de transformación agroindustrial y la finca Santa Isabel, donde está establecida. Así mismo, la empresa tiene once empleados de tiempo completo y, dependiendo de la curva de producción y demanda en ciertas épocas del año, llegan a tener además de las personas de planta, 36 trabajadores tanto en la agroindustria como en las fincas, lo que eleva el número a 47 personas. De lo anterior, se concluye que esta compañía es una mediana empresa dado que cumple con los requisitos estipulados por la ley tanto en lo referente a número de empleados como en activos, y que tiene la categoría de agroindustria rural debido a su actividad económica principal y a su ubicación en la zona rural de Sopó.

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Sin embargo, cuando el hijo se puso al frente de la empresa se percató que más allá de producir y comercializar fruta fresca, el verdadero negocio estaba en transformar la fruta y generar productos intermedios para la planta de la empresa de lácteos Alpina que queda a escasos 5 minutos de la finca. De esta manera se tenían dos líneas de negocio y canales de distribución: los duraznos de mejor  presentación y calibre (tamaño) se comercializan en fresco a través de un distribuidor mayorista y aquellos que eran demasiados pequeños o defectuosos se someten a un proceso de transformación agroindustrial para hacer bases y dulces de frutas para yogures, jugos y otros usos, que se vende directamente a la empresa Alpina. Pero aún quedaban sin aprovechamiento la gama de duraznos que no cumplían con los requisitos para ser comercializados en fresco, pero que sería un desperdicio utilizar en las bases de frutas. Es de esta situación de donde surge la inquietud de abrir una tercera línea de producto orientada a desarrollar duraznos

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5.1. Análisis del entorno 5.1.1. Contexto macroeconómico de Colombia Durante el 2009 la economía colombiana creció un 0,4% con relación al año 2008 en el cual presentó un Producto Interno Bruto (PIB) de 2,4, mucho más bajo que en el 2007 que presentó cifra record de crecimiento con el 7,5%. (DANE 2009). Para el segundo trimestre trimestre del año 2010 la economía colombiana colombiana creció en 4,5% con relación al mismo trimestre de 2009. Frente al trimestre inmediatamente anterior, el PIB aumentó en 1,0%. (DANE 2010). La tasa de desempleo a diciembre de 2009 fue de 11,3%, superior en 0,8 puntos porcentuales a la registrada en el último semestre de 2008 (10,5%). El Índice de Precios al consumidor creció un 2,4% con respecto al 2008 cumpliendo con las

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los efectos de la crisis no han sido tan profundos como en los países europeos y Estados Unidos. El comportamiento del PIB desde el punto de vista de la demanda en el 2009, fue explicado por la variación del consumo final en 0,7%, de la formación interna bruta de capital en -5,2% y de las exportaciones en -8,2%. El incremento en la demanda final fue reflejo de lo sucedido en la oferta, así: el PIB aumentó en 0,4%, en tanto que las importaciones descendieron en 9,1%. (Dane, 2009)  Al observar el comportamiento del PIB por sectores, en el 2009 el sector que más contribuyó al crecimiento fue la construcción y la actividad financiera (0,6%) y la minería (0,5). La industria manufacturera por el contrario tuvo un decrecimiento de -0,9% y la agricultura del -0,1%. (Dane, 2009) Las actividades agroindustriales también se contrajeron en el período 2008-2009 en comparación con el 2008-2007 (Tabla 1).

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seguridad y en general del clima de inversión en el país. Adicionalmente, las bolsas del mundo registraban altos índices de ganancias, después se vería que en parte esto respondió más a la burbuja hipotecaria de Estados Unidos, que desencadenó la profunda crisis financiera y económica mundial; pero que en ese tiempo redundó en una explosión del crecimiento de algunos países emergentes o de renta media como el caso colombiano. Lo anterior implicó cifras de crecimiento y consumo elevadas (Fig. 3), pero se mantuvo el nivel de desocupación, los niveles de pobreza y se intensificó la desigualdad teniendo en cuenta que el Índice de Gini para el 2009 fue de 0,58 (Pnud, 2009).

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pesar de haber tenido tasas de crecimiento económico destacables, el consumo nunca las reflejó. Recién en el 2010, y en parte gracias a los esfuerzos del comercio y la industria que ha tenido que recurrir a toda clase de herramientas y estrategias de mercadeo: descuentos, promociones, concursos, etc. para mantenerse a flote; se vislumbra un despegue del consumo en los hogares. Aún así, los colombianos siguen siendo cautos en los gastos y, de acuerdo a un estudio realizado, los hogares colombianos priorizan los temas esenciales antes de consumir bienes

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El desempleo, sin embargo, continúa por encima del 10% y el consumo a duras penas se mantiene, siendo la prioridad para los hogares colombianos el gasto en temas esenciales: alimentos, vivienda, servicios y estudio.

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La revaluación del peso colombiano frente al dólar tiene aspectos negativos y positivos: entre lo deseable está que los consumidores pueden acceder a productos importados con mejores precios y ampliar sus preferencias y posibilidades. Pero esto afecta la competitividad exportadora del país y en el mercado interno, las compañías colombianas que ofrecen productos que compiten con productos importados, pierden competitividad en el precio

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ganan un salario mínimo (estratos 1 y 2) no han mejorado su capacidad de compra. Cuando se mira este indicador en todas las ciudades y todos los niveles de ingreso, se aprecia que el grupo de ingreso-geográfico que más ha adquirido capacidad de compra son los estratos altos de Bogotá (estratos 5 y 6), con un 30,6% desde enero de 1.998; y en el extremo se encuentran los estratos bajos de Cúcuta con un crecimiento sólo del 7,71%. Indicando que según la ciudad y el nivel de ingreso, la capacidad de compra presenta los mejores crecimientos en

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Países con ventajas arancelarias: Chile, Bolivia, Perú, Venezuela, Ecuador y México. Arancel 0% (Dian-Siex, 2010)6

Otros impuestos: IVA: Impuesto al Valor Agregado 2008.70.20.00 Duraznos (Melocotones), incluidos los griñones y Nectarinas: - En agua con adición de azúcar u otro edulcorante, incluido el jarabe. 16% (Dian, 2010)

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Ministerio de Comercio, Industria y Turismo: requisitos exigidos por el Ministerio en cuanto a la presentación del producto, con el fin de homogeneizar las mercancías y los trámites.

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países tienen 0% de arancel; sino también a la plataforma logística implementada por el país austral, la productividad que permite ofrecer una cantidad significativa a bajo precio por economía de escala y su ubicación siendo, después de Estados

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5.3.1. Formas de consumo del de l producto El producto es consumido habitualmente para realizar preparaciones de postres y repostería, por lo tanto se utiliza directamente desde el envase. De acuerdo a las

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considerable por parte de los consumidores, ya que por vacaciones y festividades aumenta el consumo del producto. Finalmente es importante considerar a las empresas como consumidoras, ya que muchas de ellas otorgan ―Anchetas‖ como

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Proporción (*) y unidades de compra al mes de los distintos productos enlatados vrs la compra del d el durazno enlatado

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Tabla 6. Ficha técnica light

FICHA TÉCNICA FT011 MELOCOTON EN ALMIBAR FRUCTOSA DESCRIPCIÓN DEL PRODUCTO: Durazno en jarabe

CARACTERÍSTICAS FÍSICO-QUÍMICAS

ESPECIFICACIÓN

Grados Brix pH

18 - 22 3,5 - 4,0

Color Textura Presentación

Amarillo caractéristico Firme Mitades

ADITIVOS CONSERVANTES ACIDULANTE

Fructosa

EMPAQUE, VIDA ÚTIL Y USOS EMPAQUE

Lata de capacidad de 820 g, peso drenado 500 g.

VIDA ÚTIL

720 DIAS

Consistencia y color:

0,32%

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Como resultados del grupo focal realizado en el marco de este trabajo (Anexo 2) se obtuvo que la consistencia de los duraznos es bien valorada por los consumidores (segundo puesto después de la marca Alfresco), pero fue la última preferencia por color. Lo anterior, se debe a que no se usan colorantes ni aditivos artificiales para mantener su sabor natural sin afectación.

Sabor De acuerdo al grupo focal, la aceptación del sabor es alta, situándose en el segundo lugar después de Alfresco. ―El 3 (General Fruits) de sabor está bien, se ve natural, no tan tratado, pero le falta color‖.

Tamaño Las preferencias del consumidor en cuanto a tamaño favorece totalmente al producto, quedando en primer primer lugar seguido por los duraznos marca Carrefour. El El tamaño es mediano y cada lata trae 6 mitades de duraznos. ―Parece casero, el tamaño está bien…‖

Empaque El proyecto ha sido desarrollado con Prodenvases Crown S.A que es el proveedor  de embases de aluminio para enlatados, y que trabajó en la etapa de investigación de mercados y preferencias de consumo. Su interés está en fabricar los moldes y piezas de hojalata que serán ensambladas en la planta de General Fruits. Como elemento diferenciador esta la agregación de pestaña abre fácil que evita el uso de destapador (Como las latas de atún) (Anexo 3) Tabla 7. Características empaque

Especificaciones hojalata

Calibre mm/100

Temple

Estaño g/m²

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Fondo (ensamblado)

23

TFS T4

50/50

Diferencia, valor agregado y ventaja competitiva: 

Producto 100% natural, sin conservantes ni colorantes.



Lata abre fácil



Producto colombiano con calidad de exportación.



Posibilidad de manejo de inventarios y bodegaje debido a la cercanía con el mercado final y la plataforma de logística de Surtifruver.

8.3.2 Plaza: Bogotá a través de los 14 almacenes de Surtifruver de la Sábana (canal). 8.3.3 Promoción y comunicación Estrategia construcción construcción de valor de marca Promesa: Conservas de duraznos en almíbar de la sábana de Bogotá, 100% naturales y de igual o mejor calidad que los importados. Plataforma: Atributos: fresco, natural, bajo en calorías, origen local con alta calidad, saludable, delicioso. Valores: uno racional que indica al consumidor que es una forma deliciosa de consumir la fruta con todas las propiedades que el durazno tiene: vitaminas vitaminas del complejo B y C, minerales, betacarotenos, fibra y agua. Además, a pesar de estar  conservado en almíbar, no se utilizan colorantes artificiales lo que le da no sólo el sabor, sino el carácter natural y saludable que busca el target. Otro valor es emocional, y tiene que ver con el origen local del producto, la Sábana de Bogotá, la generación de empleo local y el apoyo a nuestros productores rurales.

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Sinceridad: es un producto honesto, sencillo, fresco, natural. Arquitectura de marca: Se diferenciará el proceso de construcción de marca institucional de General Fruits que es un trabajo independiente, si bien influencia la creación del valor de marca del producto específico que nos ocupa; de la construcción de la marca para el producto duraznos enlatados en almíbar. La marca será de gama, es decir se aplicará a todos los productos de conserva de frutas que desarrolle General Fruits como: otros enlatados, mermeladas, salsas, etc.

Naming: Después de un largo proceso con los creativos de la agencia de publicidad y la gerencia de General Fruits, se optó por denominar al producto ―Duraznos de la Sábana‖ por las siguientes razones: 

Hace referencia al origen



Es sonoro y corto



Se puede adaptar a otros productos de la misma línea (marca gama) poniendo siempre de la Sábana, ejemplo: Cóctel de frutas de la Sábana, piñas de la Sábana, cerezas de la Sábana, etc.



No hay algo parecido en el mercado, ni en la categorías del producto.

Expresión visual: Proceso realizado con los creativos de la agencia y el gerente de General Fruits, se hicieron varios diseños y se sometieron a juicio en el grupo focal. Los diseños preliminares que se discutieron en los grupos focales fueron: (Fig 29 y

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Figura 29. Diseño preliminar etiqueta Duraznos de la Sabana

Figura 30. Diseño preliminar etiqueta Duraznos de la Sabana  –Light  –Light

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El grupo focal (Anexo 2) arrojó la siguiente información sobre la imagen propuesta en relación con la competencia: 

Las etiquetas que mejor aceptación obtuvieron fueron las de Duraznos de la Sábana light (la amarilla): ―La amarilla de Duraznos de la Sábana es elegante, elegante, pero no no se ven los duraznos en almíbar‖ ―Me parece bonita bonita la verde de Duraznos de la Sábana, tiene más vida‖



―Deberían cambiarle el verde a la de Duraznos de la Sábana y el amarillo a verde ´para que hiciera más contraste con los melocotones‖



Los colores deberían ser más fuertes y los duraznos en mitades deberían verse más para provocar más así como los de Carrefour o la Coruña‖



Las presentaciones de Duraznos de la Sábana dan la sensación como de más calidad, pero deberían hacer las letras más grandes o más gruesas, más llamativo todo‖

Con base a estos resultados, se trabajó con los creativos hasta obtener la etiqueta definitiva:

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Figura 32. Etiqueta final Duraznos de la Sábana Light

Piloto de producto

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nutricionales, recomendaciones para una vida saludable, como lograr que los niños consuman frutas, etc. 

Delantales para las impulsadoras en punto de venta con la imagen de marca.



Pendones de pie para colocar en sitios estratégicos de los puntos de ventas.

Estrategia de Comunicación Integrada al marketing: Dado que la negociación y establecimiento de relaciones comerciales con el canal está siendo realizada bajo la filosofía del trade marketing , parte de esta estrategia está centrada en la realización de acciones de impulso y publicidad en puntos de venta de manera conjunta, debido a que Duraznos de la Sábana es una marca de General Fruits, de distribución exclusiva de Surtifruver de la Sábana. Por lo anterior la estrategia de comunicación de valor de producto tiene como fin atraer al consumidor final final en punto de venta y se realizará bajo la modalidad modalidad de Trade Marketing:

Merchandizing: se acordó que se habilitarán góndolas en puntos de mayor  circulación de las tiendas, donde se colocan los productos que Surtifruver designa como ―recomendados‖, especialmente durante el primer prime r mes del ciclo del producto en la fase de lanzamiento. Así mismo, se colocarán en las mini góndolas que están en las cajas de pago.

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Sostenimiento: Se espera participar en las temporadas de descuentos y promociones de Surtifruver que tienen lugar tres veces al año, especialmente noviembre antes de las fiestas de fin de año, en abril y en agosto.

Relaciones públicas: participación en la campaña de Lazy Town y la campaña de 5 frutas al día como parte de la inversión de lanzamiento se considera estratégico aportar a esta campaña, debido a que uno de los argumentos de venta está dirigido a las madres, pues se presentan los duraznos en almíbar como una forma divertida de consumir frutas, y por otro lado, se incentiva a los niños a que les pidan a sus padres que compren el producto. Publicidad en punto de venta: se colocarán dos pendones de pie de 1.50 mts x 1 mts de ancho en cada punto de venta durante el primer mes, y después en las tiendas que, de acuerdo al seguimiento que realice la nueva área de mercadeo, necesiten elevar las ventas. Referencia en folletos de Surtifruver: figuración en los brochures que este Superete realicé durante el año para sus estrategias propias de marketing directo, orientado a los clientes frecuentes de la cadena. No se considera por el momento, la realización de campañas de publicidad y difusión por medios masivos nacionales o locales. Para que sea un modelo gana- gana, General Fruits reconocerá descuentos por 

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La estrategia general para la fijación de precios será basada en penetración del mercado, pero sin perder de vista que en el canal es el único producto, por el momento, de la categoría duraznos en conserva enlatados razón por la cual se monitoreará los precios de la competencia (otras marcas comerciales en supermercados y otros superetes) para estar en el rango más bajo de precios de las marcas comerciales y un poco más arriba que los duraznos en almíbar de las marcas de distribuidor, idealmente.

Precio de un producto similar de la competencia competencia (Alfresco) Precio de un producto marca distribuidor (Éxito-Casino)

$ 6.060 $ 3.020

Costos de venta (producción + transporte) unidad Prima abre fácil - % sin azúcar Gastos de ventas y administración Gastos publicidad Descuentos, promociones directas al distribuidor Precio final al público

$1.897 $ 100 20% 10% 10% $4.800

Utilidad neta

$ 983 (20%)

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9. Propuesta económica

PRESUPUESTO

PROYECTO

CODIGO

1

0

RESPONSABLE

0

FECHA

 Angelica Ruiz

Flujo de Caja ITEM

Año 0

Año 1

Pr oy oye ct ct ad ad o ( $) $)

Pr oy oye ct ct ad ad o ( $) $)

Año 2

Año 3

Pr oy oye ct ct ad ad o ( $) $)

Pr oy oye ct ct ad ad o ( $) $)

INGRESOS Tipo de Ingreso Ventas 100. 000 l atas Va lor x La ta Sub Total Total costos de ventas TOTAL INGRESOS EGRESOS

480. 000.000 4. 800 480. 00 000.000

500.000. 000 5.000 500.000. 00 000

520. 000.000 5.200 520. 00 000.000

480. 000.000

500.000. 000

520. 000.000

173.6 173.666 66.85 .855 5

177.1 177.140 40.19 .192 2

180.6 180.682 82.99 .995 5

0

173. 666.855

177.140. 192

180. 682.995

0 0 0 0 0

100.000 279.000 279.000 2. 549.192 9. 787.500 50.000

110. 000 300.000 300.000 2.700. 000 9.900. 000 50.000

0

12. 765.692

13.060. 000

0 0 0 0

7. 200.000 6. 000.000 4.800.000 4.800.000 6 200 000

8.400. 000 6.600. 000 5.400.000 5.400.000 7 400 000

0

Costos de Producción Materias primas Total mp y costos de producción Servicios públicos Teléfono  Acueducto Energía Gas Int ernet

Servicios públicos

Tota l se rvi cios públicos Personal Gerent e Jefe produc ción  Asesor financiero financiero G t d D

d l S b

120.000 320.000 320.000 2. 850.000 10. 000.000 60.000

13. 350.000 8. 600.000 7. 200.000 6.000.000 6.000.000 7 600 000

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10. Seguimiento y control de la estrategia de mercadeo Indicadores claves 

Volumen de ventas mensual



Rotación de producto en puntos de venta



Rentabilidad neta acumulada anual



TIR



Contribución de las ventas del producto en relación con las ventas totales de la empresa General Fruits.



Participación relativa en el mercado

Monitoreo de mercado 

Implementar sistema de seguimiento e información con el canal de comercialización sobre el comportamiento de las ventas semanal.



Monitoreo del comportamiento del mercado internacional, especialmente los principales exportador del producto fresco y transformado a Colombia:

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Cambio en las condiciones de negociación por parte del canal de distribución que perjudique los intereses de General Fruits , como por ejemplo la entrada de otra marca en la misma categoría, plazos de pago, bonos y descuentos acordados, etc.  Ante lo anterior, y otras variables que pueden afectar la consecución de los objetivos del plan de marketing, el plan de alternativas propuesto debe considerar:

Baja producción de fruta: se debe contratar una póliza de seguros para la cosecha con el fin de asegurar parte de la inversión realizada. En caso de que la producción de duraznos propios no reporte el rendimiento que se requiere para desarrollar el producto enlatado en la cantidad estimada de 100.000 latas anuales; se deben identificar con antelación posibles proveedores en la región o en Boyacá. Esto sin embargo, exige que se realice un acompañamiento técnico agrícola para que las frutas presenten la calidad necesaria. La otra opción consistiría en importar la fruta, pero al hacerlo se incumple la promesa de marca y se incrementarían los costos logísticos.

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segmento escogido que presenta mayor capacidad adquisitiva. Por lo anterior, se deben contemplar promociones y descuentos al canal de comercialización para que a su vez éste apoye el impulso en sus puntos de ventas, incluso llegando a proponer un negociación rappel si es preciso.

Cambio en las condiciones de negociación con el canal de comercialización: aunque esta estrategia se enmarca en la filosofía de trade marketing  no se está exento de que el canal imponga reglas nuevas en el transcurso de la relación comercial. Por lo anterior, se estima conveniente que la compañía vaya pensando en la apertura de otros canales que no compitan directamente con Surtifruver, sino que sean otros superetes con cobertura en otras regiones como YEP del Huila y Tolima, por ejemplo.

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Anexos Anexo 1. Encuesta-diagnóstico empresarial LINEA DE BASE EMPRESARIAL I. Descripción Descripción General de la Organiz ación Empresarial Empresarial Razón social/Nombre social/Nombre organización: General Fruits S.A Fe ch cha de cre ac ación Escritura: Pe rs rsone ri ria: 2002 Está inscrita ante Cámara de Comercio ¿Cuál? Sí  Pe rsona jurídica

Natural

La empresa es: S.A Ltda ¿Cuál?

SEC

SSAL

SA S

2002 Sopó

Otra

Página web: www.gen eralfruits.com / www.generalfruitsinc.com Cobertura geográfica

Internacional

Nacional Fecha de inicio de la actividad: 2002 1.1 Actividades empresariales La compañía ha cambiado su actividad Si La organización ha mejorado Si La compañía genera suficiente ingresos Si Si Ha suspendido actividades Si

Regional

No No No No

Municipal

Parcialmente Parcialmente A ve ces Temporalmente

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III. Proceso de toma de decisiones 3.1 De 1 a 5 (siendo 1 la más baja y 5 la más alta) califique las siguientes afirmaciones: afirmaciones: El jefe manda y se obedece si n atenuantes 2 La Junta Direc irecttiva iva toma las las dec decis isio ion nes int intern ernas y el geren erentte la las eje ejecc 3 De acuerdo a la naturaleza naturaleza de l a decisión, se discute con los responsables responsables i nvolucrados nvolucrados y el gerente finalmente es quién l a toma 5 Se discute internamente, internamente, se tienen en cuenta expertos externos y el Gerente Gerente toma la decisión 5 Se dis disccute int interna ernam ment ente y se se to toma la la dec decis isió ión n po por co consen senso 2 3.2 Cuando Cuando vez se toma una decisión Se comunica sólo a la Junta directiva y a l os directamente responsables responsables Si

N

D

d

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IV. Caracterización Caracterización del Producto Producto 4.1 Nombre Nombre de línea del producto: producto: melocotones en almibar Anexar Ficha Técnica: (de melocotones en almibar) 4.2 Describa Describa detalladamente las características características físicas del producto producto "Melocotones e n Almibar" en sus diferentes tipos (premium, segundas, terceras) Duraznos de primera indsutrial. Durazno en mitades, textura firme, color característico durazno (amarillo intenso), olor cracterístico, almibar liviano (entre 18 y 22 grados brix). Tiempo de vida útil: 2 años peso neto: 820 gramos / peso fruta: 500 gramos (sin (si n almibar) almi bar) Presentación: Presentación: lata

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V. Producción 5.1 Insumos ¿Se ha implementado impleme ntado un sistema de trazabilidad trazabilidad de las semillas semil las utilizadas? Si No Tabl as de regi stro por fi nca ¿A qué empresa, tie nda, casa, casa, le compran compran las semillas? Son desarrolladas desarrolladas por ellos mismos mediante semi lleros y vi veros. ¿Qué tipo de semillas se millas se utilizan? utili zan? ¿Están certificadas? certificadas? Las semillas traídas de Chile estaban con certificación de origen, pero las actuales no cuentan con certificación.

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VI. Sostenibilidad y RSE 6.1 ¿Qué clase de residuos se generan ge neran en la producción y transformac transformación? ión? Carazo Carazo y piel . El agua contiene contiene alcalinos por lo que se devuelve al cultivo, pues equil ibra el PH y mejora la producción. 6.2 ¿De ¿De qué manera se dispone de estos residuos? Carazo: se parte y sirve para nuevas plantas a veces. La pepa: en vez de gravilla para zonas de carga y descargue. Lo que sobra se usa en compostaje. 6.3 ¿Existe un mecanismo de mitigación de los efe ctos negativos ambientales? ambientales? Si No 6.4 En caso caso de se r positiva la respuesta ¿En qué consiste?

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VII. Presupuesto y objetivos financieros 7.1 ¿En cuánto y representado en qué , están calculados los activos de la compañía?

Propiedad y planta $ 1.204.000.000 7.2 En cuánto cuánto están calculados los pasivos de la compañía y representados en qué

Créditos: $290.000.000 7.3 ¿La compañía cuenta con acceso a crédito actualmente?

Si

No

7.4 En relación a los tres últimos años, se considera que e l 2009 cerró cerró con

Una pérdida del 5 % en rentabilidad rentabilidad Un crecimiento crecimiento del __ % en rentabilidad Un crecimiento del __ % en ventas

Una disminución del __% en ventas

7.5 Costes de producción estimados estimados "Melocotones en almibar" Unidad/Kg/ton/

Volumen producción "melocotones en almibar"

Pe riodic idad

Valor producción producto transformado (Unidad) FOB

Producción total lote

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VIII. Mercad Me rcadeo eo y Comunicación Comunicación del producto producto 8.1 En el marco de la planeación planeación estratégica de la compañía compañía ¿Cuál es el objetivo más fuerte que se busca con el lanzamiento de e ste nuevo producto? Ganar mercado de los melocotones en almibar

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IX. Canales de distribución distribución y logística 9.1 ¿Piensa vender directamente al de tallista o utilizar intermediarios y mayoristas? mayoristas? Si No Depende Grandes Grandes superficies o superetes di rectamente. rectamente. Por que a través de estos se puede atender aun

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Anexo 2. Grupos focales Investigación de mercado

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

Solteros en casa familiar, solteros independientes, casados o en unión marital de hecho, madres cabeza de familia, con hijos y sin hijos.



Que realicen compras de alimentos y participen en los procesos de decisión

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