UNIVERSIDAD DE SANTIAGO DE CHILE

FACULTAD DE INGENIERIA
DEPARTAMENTO DE INGENIERIA INDUSTRIAL

REPORT
COMUNICACION ORAL EN INGLES
EMPRESA DE HELADOS ARTESANALES

Cátedra : Administración de la Producción

Student : Cristian González Gutiérrez

Santiago, octubre 2010

TABLE OF CONTENTS

TABLE OF CONTENTS ..........................................................................................................................2

ICE CREAM MARKET............................................................................................................................3
Chilean families annually consume over 10 liters of ice cream.............................................................3
THE PLEASURE TO ENJOY THE MOMENT .......................................................................................4
GENERAL OBJETIVES...........................................................................................................................4
SPECIFIC OBJECTIVES:.........................................................................................................................4
VISIÓN:.....................................................................................................................................................5
MISIÓN:....................................................................................................................................................6
Hierarchy and quantification of the factors:...............................................................................................8
Objectives of other companies:..................................................................................................................9
Strategy:...................................................................................................................................................11
Responsiveness:.......................................................................................................................................11
ICE CREAM MARKET

Chilean families annually consume over 10 liters of ice cream

As the temperature rises the ice cream consumption increases. In October, although the
weather is fickle and still moves the clouds and a timid sun begins the high season for this
type of product and consumption in the summer just shooting: 125% increase compared to a
normal period of the year.

According to a study by consultancy LatinPanel is between this month and February is

concentrated on higher demand for ice cream. The peak in expenditure recorded in
December, The analysis revealed that Chilean households consume on average more than
10 gallons of ice cream a year-the largest in Latin America, but climbs to 17.8 in December. It
spends on average $ 8,395. In Greater Santiago, meanwhile, the families purchase $ 8,600 in
ice cream, while in provinces households pay on average $ 8,236 a year. "92% of households
in Chile ate ice cream during the last year," the study said. The investigation showed that the
climatic factor is of great importance.
THE PLEASURE TO ENJOY THE MOMENT

GENERAL OBJETIVES

meet the unique taste of our customers through design and unique ice cream flavors, with the
best quality and technology, making their wishes and ways of feeling satisfied, making these
in a lawsuit with a great future in a new market.

SPECIFIC OBJECTIVES:

Make products with better attributes than the existing commercial.

• Implement latest technologies in the production of our products.

• Production of handmade and each time one of our products.
• Reach out to social groups of high purchasing power with a product made according to your
wishes.
• Achieve coverage in cities of high socioeconomic and cultural development in each country.
• Providing our products anywhere, anytime, making them ideal for shared environments.
VISIÓN:

In 2015 Ice Cream "Eis" consolidation as a pioneer in design, production and distribution of
custom made ice cream in the main cities of Colombia. expand its coverage to major cities at
Latin America.

In 2015 Ice Cream "Eis" consolidation as a pioneer in designing, manufacturing and

personalization of ice creams in the main cities of Colombia. expand its coverage to major
cities at Latin America.

In 2015 Ice Cream "Eis" consolidation as a pioneer in designing, manufacturing and

personalization of ice creams at its sales center in Bogotá and its franchises nationwide and
Latin America. create a culture around the ice as an experience that allows the
reinterpretation of this as a means of generating surprise-based settings, details and pleasure
produced by it.
Maintain market leadership through innovation and product differentiation to the attention of
every customer as a target market.
MISIÓN:

Eis company is a producer and marketer of ice creams full of "personality" approach designed
from the interests of young people and adults in major cities to satisfy their cravings.

Company Philosophy:
Values: uniqueness, differentiation, quality, unique emotions, surprise, pleasure, culture and
commitment.

• Our company seeks to bring new excitement, pleasure and service quality through unique
and differentiated products.

• We specialize in the production of handmade ice cream, with unique characteristics, we

believe in the divergence of tastes and desires and that form of satisfaction should have the
same characteristics as the fundamental basis of innovation.

• We listen and analyze personalities to deliver different emotions each time with each
person's individual characteristics.

• We value the details, with the warmth showing affection

• We provide service with warmth, highlighting the value of a nice touch to show affection for a
person that contribute to their happiness and likewise to the happiness of their immediate
environment.
Analysis of Competence:
Direct :

• Cremhelado.
• Mimo´s.
• Crepes.
• Robinhood
• Popsy
• Heladería Americana.
• La campiña

Quantitative analysis:
factors affecting the market for ice cream would get the following values.
Hierarchy and quantification of the factors:

FACTORS PORCENT
1 PRESENTATION 40%
2 COST 20%
3 DISTRIBUTION 15%
4 FLAVORS 10%
5 POPULARITY 10%
6 CUSTOMER SERVICE 5%

Analyzing the results, consider:

• Avoid: Cremhelado.
• Attack: Crepes, Popsy and pampering.
• Waste: The countryside, Jerome, American Ice Cream and Robinhood.
Objectives of other companies:

provides community support in the area where

they are.
• financial growth through meeting the needs of
customer service.
Colombina. • Being a highly effective resource management in
developing and strengthening our corporate
culture.

Crepes
• Development of products with love and joy.
• reasonable prices.
• Developing a sense of belonging to their
customers and employees.
• leader in what he does.
• Most employees are women, highlighting the
values of progress and by the touch of affection
that you put everything you do with economic and
social support

Heladería americana.
Mission raises social, economic, product and
customer.
• Social: the company's integration into society
through employment generation.
• Economic: The continued growth.
• Product: Instant-made products and using mostly
natural products.
• Customer: respect and trust.
Mimos. • Building long term relationships with their
customers.
• Innovative products and quality.
• Creating moments of joy healthy and free
entertainment.
Meals de Colombia. • Concerned about dealing with customers and
consumers, he emphasizes his efforts on
innovative products.

• Sell your product as a product of life.

San Jerónimo.
Production of ice cream with a high nutritional
value and use of ingredients in the manufacture of
frozen 100% natural.

La campiña
is concerned with new product development and
excellence in quality.

Popsy
an innovative and pioneering marketing ice cream
in the highest quality
Strategy:
Exclusivity and quality looking differentiation between our surprise and
pleasure for our customers, offering a high-quality, personalized and
creating a new culture of eating ice cream. With the latest technology in
outdoor ice cream on the market.

Responsiveness:

For our company it is vital to reach people changing the way we think in an
environment of culture around the ice cream with high tech features,
reasonable price for an ice cream that can last over an hour without
melting, to meet our customers the best treatment and efforts to achieve to
produce a smile on every one of the people.

It is thought that in the next 5 years the company has a recognition in the
city would work very hard to be recognized as the best in customer
service. satisfying all their needs and creating an exploration into the union
of a nice touch with the best plans in Santiag

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