Centro de Gestation y Desarrollo Sostenible del Surcolombiano.

Regional Huila

Evidencia N° 4

PRESENTADO A:

PRESENTADO POR:
EDISON JAVIER VILLALOBOS PULIDO.

Regional Distrito Capital

2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

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1. COMPANY INFORMATION

Name of the company: Colombian jams SAS Production and

Marketing
Trade’s name Direct sales of jams to fixed customers
and the public in general.
Company’s activity Colombian jams SAS Production and
Marketing

2. COMPANY HISTORY

History of the company in detail Advertising has been traditionally

done?
Colombian Jams SAS; founded in April 2021, the result of an
entrepreneurship project and with its own resources, in the course of the
market study has been developed to identify the niches of the market.
carrying out Marketing processes in chain Supermarket, shopping centers
through tastings and product exhibition in stand of markets which have
great affluence of people.

What kind of advertising and what issues were addressed?

Exhibitions in chain markets, POP advertising, spoken and written. there
were economic problems, because of the cost of the guidelines in radio
and press, the competition has advertising on television which makes it a
problem for Colombian Jams SAS because they do not have enough
resources to get to schedule on television, which makes it a problem for
the company.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

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Servicio Nacional de Mercados 11
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What were the objectives of previous campaigns?

The objectives were; publicize the product to people and places which
were not impact on the launch of the product, plant the product, seek to
obtain acceptance among people who have not been able to convince
sales of consume “Tropimix” Jams.

What are the characteristics of your product or service?

Tropimix jam; It is a fruit based preserve like passion fruit and pineapple,
without artificial preservatives, yellow color, rich in water in the same fruit,
rich in vitamins E, sweetened only with the sugar of the fruit. that's why it's
said to be 100% natural.

What is the current position of your product in the market?

It is in a challenging position, because it is 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.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 3 de
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3. DESCRIPTION OF THE PRODUCT OR SERVICE WITH ALL ITS

FEATURES:

Physical (if it has)

Tropimix jam; is a product in presentation of 250 grams, packaged in a

bottle that after consumption is for glass for the kitchen of the homes, its
yellow color comes from the combination of passion fruit and
pineapple, its flavor is pleasant because it is only endued with the sugar of
the fruit.

Chemical characterization (if it has)

Nectar is a product made up of juice and fruit pulp, these must be free of
foreign matter and flavors, they have a uniform color and smell similar to
that of the respective fruit. With the objective of characterizing fruit-based
nectars of milky, passion fruit and pineapple. The parameters studied
were: content of vitamin C, reducing sugars, titratable acidity and
acceptability.

Packaging (if it has)

Carton box of 50 by 30 centimeters by 10 high, contains 24 jars of
Tropimix jam of 250 Grams.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

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Benefits
Known in many countries as “Parchita” or passion fruit in others, it is a fruit that
contains water, fiber, abundant caloric value, vitamins of various types A, B and C
among other minerals such as potassium, phosphorus, iron, thiamine, riboflavin,
etc. Reduces the risk of hypertension, pineapple is excellent for this because a cup
of pineapple contains one milligram of sodium and one hundred ninety-five
milligrams of potassium.

Trajectory (how long was it released).

Tropimix jam; has 4 years in the market, started as a strange product
occupying 60% in the canned market, 4 years later it is a product that
occupies 80% and 20% occupies the first place in large markets.
Legislation

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.

Life cycle

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: Sorbet acid 25mg / kg weight, Benzoic acid 5mg / kg weight, L-
Ascorbic acid 15mg / kg weight, Pectin 10%. According to the NTC
standard, for jams.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 5 de
Servicio Nacional de Mercados 11
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4. SWOT MATRIX (STRENGTHS, 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 sector
3. In sales, growth is very slow because it is a new product in the market.
Opportunities (they are external, what the sale opportunities are)

1. The growing demand for natural and traditional products.

2.Customers is willing to try new
 products.
3. Strategies at the points of sale.

Strengths (they are internal)

1. Manufacturing is easy to prepare.

2. It is a market niche.
3. The Tropimix marmalade is a 100% natural product and has a high
nutritional content.

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.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 6 de
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5. BUDGET

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 AUDIENCE
Describe the three types of consumers:

End consumer: The person who consumes the product, but doesn’t
decide on the purchase.
Person or organization that makes effective use of a certain product or
service and that entails the supply of a good. These are the consumers
advertisers target in their mass media advertising campaigns.
Real consumer or objective:The person who makes the purchase decision.
The "REAL" client is the one for which 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
product or who will be the consumer in the future.
The potential client is one of the fundamental aspects that is always taken 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.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 7 de
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DESCRIBE THE PROFILES

Demographic profile
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.

Geographic profile
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.

Psychographic profile

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

Describe the type of competition your product or service has:

Direct
The right competition of Marmalade Tropimix; brands like The Constancy,
Saint George etc.

Hint

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 8 de
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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 Amazonian guava what represents for our
company a competitive advantage, the only national company This product is
offered by a company from Cundinamarca called Cundinamarca supermarket, but
it is not a well-known brand, so far it is starting to offer its products in large
areas such as Carulla and Pomona.
8. PROJECT OBJECTIVES

Describe the goal to be achieved in your project.

Consolidate Colombian jams 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
Explain the market research you have made in your project: which are the
latest changes of consumers and the target public?

A segmentation was performed as follows: Demographic Segmentation:

Men and 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 Bogotá (Cundinamarca), with
a market size of 600,000 people, with a warm climate that does not
exceed 28 °. 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 Bogotá they usually buy weekly,
however they can buy additional but of different flavors, being their

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021
 FORMATO PRESENTACIÓN EVIDENCIAS VIRTUALES Versión 1

Programa de Formación: Tecnólogo en Gestión de

Página 9 de
Servicio Nacional de Mercados 11
Aprendizaje

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
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 Tropimix jams 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 exegete this work of freight transport.

Elaborado por:
Edison Villalobos
Monday, 29 de March de 2021