Marketing Plan Dried Fruit

8/10/2019 Marketing Plan Dried Fruit

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PERUVIAN DRIED FRUIT

I. BUSINESS NATURE

COMPANY INFORMATION

We are dedicated to the production and export of tropical dried fruits, the name of the

company is Disfuit SAC .Our plant is to be located in Lima (Per) in the district of Villa El

Salvador, is close to our supplier which has its offices in Lurin, likewise access the old

Panamericana Sur.

Disfruit S.A.C is a company founded by 3 professional of Global Business Administration of

Ricardo Palma University, the desire of these professional is satisfy the need to have a

healthy life through of our product

MISSION

Provide consumers a quality and healthy product. Create an environment that contributes to

the development of employees, also committing to the community and the environment

care.

VISION

Positioning as leader in the export of Peruvian Dried Fruit in the country of Brasil (Sao Paulo)

in the next 5 years and then expand into other international markets.

VALUES

Quality: The Company will be the attention always offers high quality products

that meet the high demands of the customers.

Creativity: The company to focus on the search for innovative alternatives for the

presentation of your product in our market.

Confidence: The Company will perform the work in the best way, in order to

satisfy each of our clients.

Commitment: With our clients, to provide them with quality services, to society,to bring stability to the families of our staff, and to the environment, to respect

and comply with all requirements of this care.


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II. SITUATION ANALYSIS

COMPANY ANALYSIS/ ASSESSMENT

Goals

Increase our sell in 3% in the second year and follow increase according to the

market .

Recruit to staff qualified .

Stablish a good relationship with our distributors and suppliers.

Continually staff training.

Strengths

Our product is healthy. We have different suppliers due different seasonality of dry fruits.

We use different fruits for different seasons.

We have qualified professionals and employees for each area of the company for

bring quality product to our market.

All our suppliers have SENASA /DIGESA and HACCP certification.

We have good marketing professionals.

Weaknesses

We are a new company and brand.

We havent experience in the market.

Our company doesnt have HACCP certification yet, however we are planning

implement a HACCP certification according to DIGESAs regulations.

We havent certification of fair trade (FLO), but we will be implementing this

certification.


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CLIMATE / MACRO ENVIRONMENTAL PEST ANALYSIS

Political and legal environment

TLC Per-MERCOSUR: From January 1, 2012 all Peruvian products destined to

Argentina and Brazil has a 100% tariff preference, ie zero tariff to enter thesecountries.

Source:

http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=cat

egory&layout=blog&id=100&Itemid=122

Year: 2012

Economic environment

In Brazil Congress raised the living wage to U.S. $ 314; so Brazilians have more

purchasing power to buy or consume more of our product.

Source: http://www.larepublica.pe /23-02-2014/el-sueldo-minimo-en-el-peru-uno-de-

los-mas-bajos-de-latinoamerica

Year:23-02-2014

Brazil's economy grew 2.3% in 2013.

The economic advance of the Brazilian GDP is far from homogeneous.

Source: http://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-

economico_0_1093090753.htmlYear: 2013

Social and cultural environment

Brazil is a country with a high obesity index, so at this moment consumers are looking

for healthier foods.

It is estimated that 92% of mothers are willing to pay extra for higher quality

products.

67% consider the reputation of the brand before buying a product and they are loyal

to their brand: We are a new company so we havent any reputation. 64% state that lead to eating less fast food to their children.
http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=category&layout=blog&id=100&Itemid=122http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=category&layout=blog&id=100&Itemid=122http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=category&layout=blog&id=100&Itemid=122http://www.larepublica.pe/http://www.larepublica.pe/http://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-economico_0_1093090753.htmlhttp://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-economico_0_1093090753.htmlhttp://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-economico_0_1093090753.htmlhttp://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-economico_0_1093090753.htmlhttp://www.clarin.com/mundo/Brasil-duplico-tasa-crecimiento-economico_0_1093090753.htmlhttp://www.larepublica.pe/http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=category&layout=blog&id=100&Itemid=122http://www.acuerdoscomerciales.gob.pe/index.php?option=com_content&view=category&layout=blog&id=100&Itemid=122


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Brazilian population looking for a healthier life style, eating products low calorie for

health care.

There is a high consumption of dried fruit in this country.

Brazilians made quite sport looking to care for your body and figure.

Source:http://www.proexport.com.

http://www.proexport.com.co/sites/default/files/Perfil%20Sectorial%20-%20Snacks.pdf

Year: 2011

Technological environment

There is accessibility in technology for processing the raw material in our company,

because there are companies that are of the same activity so this industry are

growing for this reason have developed the technology.
http://www.proexport.com/http://www.proexport.com/http://www.proexport.com/http://www.proexport.com/http://www.proexport.com/http://www.proexport.com/http://www.proexport.com/


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SWOT ANALYSIS

Opportunities

1. TLC Per-MERCOSUR:

We pay zero tariff to

enter Brazil.2. In Brazil Congress raised

the living wage to U.S. $

314.

3. Consumers are looking

for healthier foods.

4. 92% of mothers are

willing to pay extra for

higher quality products.

5. There is a high

consumption of driedfruit.

Threats

1. The economicadvance of the

Brazilian is farfrom

homogeneous.

2. 67% considerthe reputation

of the brand

before buying a

product and

they are loyal

to their brand.

Strengths

1. Our product is healthy

2. We have different

suppliers due different

seasonality of dry fruits

3. We have qualified

professionals and

employees4. All our suppliers have

senasa and HACCP

certification

5. We have good

marketing professionals.

Reach to the consumer of

healthy product also to the

mothers indicating that quality

of our product provenance from

its cultivation.(O3,O4:S4).

Use of our marketing

to establish at the

customer of dried fruit

like an important food

(basic food) for their

health and nutrition,

so not let to be

consumed neithercrisis time.(T1:S1,S5)

Weaknesses

1. We are a new company

and brand.2. We havent experience

in the market.

3. Our company doesnt

have HACCP certification

4. We havent certification

of fatrade (FLO)

We will be implanting

HACCP and FLOcertification to have a

good reputation like a

new company .

(T2:W1,W3,W4)


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VALUE CHAIN


7/17

III. MARKET

It has 41,252,160 inhabitants according to the IBGE census of 2013 and is the richest state of

Brazil. Its economy is the largest in South America after Brasilia.

The state of Sao Paulo generates 33% of Brazil's gross domestic product.

The State of So Paulo exported 52.000 million (26% of Brazilian exports).

Of the total number of products exported, 89% were industrial products and designed for:

MERCOSUR (19%); European Union (17%); countries of the Latin American Integration

Association, less MERCOSUR (16%); Asia minus the Middle East (12%).

The Paulista Agency for Investment Promotion and Competitiveness, was created by the

Government of the State of So Paulo in order to attract investment for the state and increase

the competitiveness of the state's economy, promoting the generation of jobs, income andtechnological innovation.

SOURCE: http://www.easyexpat.com/es/guides/brasil/sao-paulo/panorama/economia.htm

Segmentation

Brazil is one of the greatest countries in South America, one of its principal attractions is the

largest pool of consumers and the purchase power they have, and we are going sell our

product to Sao Paulo which is one of the city with the major economic activity in that countryand that is important for us because people who live there see as a luxury to buy and get

products for abroad no matter if they have to pay more for this products.

Also in this city we find a large number of malls and supermarkets, this is important because

we are going to sell to wholesalers to start, in the future we are going to open a own office to

distribute our product there, because Brazilians prefer to make business with company that

already establish there.

Brazil has an encouraging economic outlook, powered by the external sector via increased

exports and reduction of trade deficit. Likewise, an increase of GDP is expected to top 3% in

the coming years, which will lead to an increase in domestic demand, especially in sectors offood that Brazil does not produce.

We want that our costumers inside that country are people from 20 to 50 because they are

people who care about their health and body, we mean; this people look to eat healthy food,

do sports, also in this age we find people who already have family and try to give them the

best quality of life and food.


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What they want (psychographic segmenting whenever available)

They look for food the helps them to keep their weight or maybe lose it. They just not want

food to satisfy their hungry, they want food to keep their energy.

Also there is a group of people who eat our product to keep their health we mean maybe

people who is between 45 to 50 ages, this people a lot of time have to care their heath

because they have some diseases that do not let them to eat sugar or products with a lot of

this ingredient.

Also they want a product with vitamins:

calcium

sodium

potassium

phosphorus magnesium

iron

How they use product

They use our product not just for eat, they look in our product a way to maintain their health,

they want a product that when they eat it think in the flavor and not in the calories they are

eating.


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How to reach them

In order to achieve successfully inserted in the market of Brazilian, we are going to identifyleads and points, find opportunity to export business, developing a strategic plan and then anaction plan to enter the market.

Keep a business deal in Portuguese, in discussions as brochures and materialspromotion.

Adapt the packaging and labeling requirements and local market needs.

As far as possible, deal with local importing companies, which count with storagefacilities that can provide support and technical and distribution.

Give low prices compared with our competitors

Having availability of products and volumes necessary to develop a long-termrelationship.

A distribution channel is the path a product to move from producer to final consumers,

stopping at various points of his career. Basis on this statement we can say that our business

anger aimed at meeting the popular consumption which will satisfy finally the necessity o the

final consumer.

Our chain selling our product will be as follows:

We found four companies that import our product to this city, also we want to put our product

in two supermarkets and in the future we want to be present in some gyms.


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FIRST COMPANY:

Alim enko Importadora e Exportadora Ltda.

Direccin Ciudad Estado

Rua Leonor F. Costa Zacharias, 2071 So Paulo

CNPJ 03375846000366

Telfono Fax: 55 11 69052728 55 11 69052890 Email: [email protected]

Contacto: Alexandre / Marcelo

Nivel de importacin: entre US$1 milln a US$10 millones.

SECOND COMPANY:

Camil Alimentos Sa

Direccin Ciudad Estado

Rua Fortunato Ferraz 1001/1141 So Paulo

CNPJ 06490429500010

Telfono Fax: 55 11 36491000 55 11 36491100

Email: [email protected] Sitio Web: www.camil.com.br Contacto: Jose Rubens

Nivel de importacin: de US$10 millones a US$50 millones

THIRD COMPANY:

Comercial Hecodil Ltda.

Direccin Ciudad Estado Rua Assunco, 67 77 So Paulo

CNPJ 02711915000130

Telfono Fax: 55 11 33117600 55 11 33120596

Email: [email protected] Sitio Web: www.hecodil.com.br

Contacto: Elcio Evelisio

Nivel de importacin: hasta US$1 milln


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Estimated demand/Market size

SOURCE:www.trademap.com
http://www.trademap.com/http://www.trademap.com/http://www.trademap.com/http://www.trademap.com/


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Competitor analysis and issues analysis

This is one of the companies that have highest number of sell, they sell not just dried fruit like

snack, and they also sell raisins, figs, prunes, peanuts.

Their slogan is: "The Pleasure of Shopping is a Pleasure to Sell!" Because it means that they

are happy to sell and buy.

Bags of 150 gr 9 R$ (S./6.30)

Bags of 300 gr 9 R$ (S./11.30)

They not just sell a product, they produce and harvested fruits, is one of the most recognize

company. Their products are all from certified organic production. Their goal is that most of

the products that they sell are from their garden.

But as they cannot produce them all, because they have no land or climate to grow with

quality, or simply because they are unable to give attention to this product, for all that are not

produced by them try to find domestic producers.

Bags of 200 gr 7 R$ (S./8.80)


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About the market requirement we know that:

As a general rule, Brazilian imports are exempt from administrative control (licenses),

importers must provide a record of the import declaration (DI) in the Integrated

Foreign Trade (Siscomex), in order to initiate proceedings clearance by the Local Unit

FSR where to find merchandise.

Brazil has the conviction that bilateral and regional trade agreements can be a useful

complement to the multilateral system, deepen market integration, strengthen the role

of trade in promoting economic growth and increases in scale for domestic firms. For

all this Brazil continued to MERCOSUR as stone of its trade policy.

Other regulations in the Brazilian market are communication size, consideration of

similarity to the domestic industry, the requirement to use a particular point of entry.

The product labeling should provide accurate information on the product quality,

quantity, composition, price, guarantee, the date of maturity, origin and potential risks

to human health. It should include a translation into Portuguese and the units must besubmitted in accordance with the metric system.

VI MARKETING PLAN

PRODUCT

The packgae will contain the infomration about suppliers, telephone,adrress, certifications,

nutritional chart

We use these

colors because the

green refers to

nature product without chemicals and

sky blue to low fat


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PRICE:

At the time to enter at the market of Brasil the price of the product will be a litlle lower that of

the competitor, with the objective to attract customer .

When we are known for the Brazilian market or we positioned our price will normalize.

Also will made partnerships with other products like energy beverage or beverage sugar free.

PROMOTION:

We are going to give a price acceptable to enter in the market this mean, lower that our

competitor to make it atractive to the consumers, we are going to give lower price to the

wholesalers in the way that they can get profit from our product.

PLACE:

We are going to sell our product to wholesalers in order to enter in the market with the

backup of someone that already know the market and have a position there, In the future we

are going to put our product in gyms and supermarkets.

Documents

Marketing Plan Dried Fruit