1.

COMPANY INFORMATION PRESENT TENSE

Name of the company Pulpas de Fruta de Colombia SAS Production and
Marketing
Trade’s name Direct sale of pulp to fixed customers and the general
Company’s activity public.
.
2. COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising Fruit pulp from Colombia SAS; Founded in
has been traditionally done? February 2011, the result of an
entrepreneurial project and with its own
resources, in the course of the market study,
was developed to identify market niches.
Realization of supermarket chain marketing
processes, shopping centers through tastings
and display of products at market booths
that have a large influx of people.

Exhibitions in market chains, POP, oral and

What kind of advertising and what issues were written advertising. There were economic
addressed? problems, due to the cost of radio and press
guidelines, the competition has advertising
on television that makes Pulp of Fruit of
Colombia SAS a problem because they do
not have enough resources to program on
television, which makes a problem for the
company.

The objectives were; advertise the product

to people and places that had no impact on
What were the objectives of previous the product launch, plant the product, seek
campaigns? acceptance among people who have not
been able to promote tropical pulp sales.

Tropical artificial servants pulp, yellow, rich

in water in the same fruit, rich in vitamins
E, sweetened only with the sugar in the
fruit. That is why it is said to be 100%
What are the characteristics of your product or natural.
service?
It is in a challenging position, because it is .

What is the current position of your product in

the market?
 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.
3. THE PRODUCT OR SERVICE PRESENT TENSE
Tropical pulps a product in presentation of
Description of the product or service with all
550 grams, packaged in a bag that after
its features:
consumption is for recycling for household
 Physical (if it has)
cooking, its yellow color comes from the
combination of passion fruit and pineapple,
its flavor is
nice because it's only accompanied by fruit
sugar.

The nectar is a product composed of fruit

juice and pulp, these must be free of foreign
matter and flavors,
They have a uniform color and a smell
similar to that of the respective fruit. In
order to characterize fruit-based nectars of
Milky, passion fruit and pineapple. The
parameters studied were: vitamin C content,
reducing sugars, titratable acidity and
acceptability.

Cardboard box 50 by 30 centimeters by 10

high, contains 24 bags of tropical pulp of
250 grams.

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, minerals such as potassium,
phosphorus, iron, thiamine,
he has been in the

 Chemical characterization (if it has)

 Packaging (if it has)

 Benefits

 Trajectory (how long was it released).

 market, started as a strange product
occupying 60% in the canned market, 4
years later it is a product that occupies 80%
 Legislation 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 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
be kept maximum; 68-72.
Add maximum: Sorbic acid 25mg / kg
weight, Benzoic acid 5mg / kg weight, L-
Ascorbic acid 15mg / kg weight, Pectin
 Ifecycle 10%. According to the NTC standard, for
jams.

6 months from the day of its preparation.

4. SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
AND THREATS)

Weaknesses (they are internal to the company)

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
products. 3. Strategies at the points of sale.

1. Manufacturing is easy to prepare.

2. It is a market niche.
3. The Tropical pulps is a 100% natural
product and has a high nutritional content.
4. Product of massive and permanent
consumption.
Threats (they are external )
1. The competition between strong brands
positioned and with fixed clients.
2. Aggressive advertising between
competitions.
3. Increase of raw material for production.

5. BUDGET PRESENT TENSE

It’s the money assigned to the project. 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 effective
consumes the product, but doesn’t use of a certain product or service and that
decide on the purchase. entails the supply of a good. These are the
consumers advertisers target in their mass
media advertising campaigns.

 Real consumer or objective: The person The "REAL" client is the one for which
who makes the purchase 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 The potential client is one of the
product or who will be the consumer in fundamental aspects that is always taken
the future.
Describe the profiles
 Demographic profile
 Geographic profile
 Psychographic profile
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
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
 Consumer Lifestyle Activities.
7. COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product

or service has:

 Direct The right competition of Tropical pulps

brands like

 Hint Products such as milk, butter, cheese, etc.

 Main Competition 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
exito and fruver.

8. PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your
project.
Consolidate pulps de Colombia 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 follows:
your project: which are the latest changes of Demographic Segmentation: Men and
consumers and the target public? 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 of purchase are shops
and small neighborhood supermarkets and
as a second option the chain stores. Every
day the markets are changing, they have
new tastes, new diseases are born that
make 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.

10. SCHEDULE PRESENT TENSE

Include the distribution channels for the

products of your project:

 Direct 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
Tropical pulps 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.