AP03-EV04- FORUM: ENGLISH-LANGUAGE

PRODUCT OR SERVICE PROPOSAL

SHEET NO. 2281986

TEAM 3

APPRENTICES
PEDRO ARTURO VERA CHACON
JULIAN DAVID MENDEZ APONTE
MELITZA MABEL MEJIA CANTILLO

PROJECT DISTRIBUTOR AND MARKETER MORAS DEL

CAMPO SAS

TEACHER
MARIA JOSE HERNANDEZ DUQUE

MARKET MANAGEMENT TECHNOLOGY

NATIONAL LEARNING SERVICE (SENA)
2021
 INTRODUCTION

At present, there is a predominant trend towards the consumption of natural products

that have health benefits, and environmentally friendly products have had a great
boom in recent years Colombia is one of the most biodiverse countries in the world
whose agricultural products enjoy a high quality due to its climate, being a standard
bearer in the production of blackberries, This is an opportunity to propose and
develop a project that seeks the efficient use of natural resources and at the same
time contributes to the sustainable development of the sector, becoming a
permanent tool to increase the competitiveness and diversity of the different
agricultural activities. Currently the cultivation of blackberries is a growing crop
because its fruit has proven to have valuable nutritional properties, This is why the
creation of a company that distributes and commercializes blackberries was born out
of the expectation of obtaining a commercial product from a source such as the
Colombian countryside that is abundant and of high quality at low cost, in addition to
contributing to the economic and social development of the industrial sector. This is
an opportunity to involve technical and administrative knowledge in production
processes, in order to generate changes that promote quality improvement that allow
us to be competitive, complying with norms and quality standards. The
implementation of this project is intended to generate alternatives for business
development.
 CONTENTS
 GLOSSARY 4Y
5
 FOOD AROUNDTHEWORLD 6
 LIST OF COUNTABLE AND UNCOUNTABLE 7
 MARKET SEGMENTATION DEFINITION 8
 CRITERIA FOR GEOGRAPHIC SEGMENTATION OF THE MORAS DEL
CAMPO SAS PROJECT 9
 CRITERIA FOR DEMOGRAPHIC SEGMENTATION OF THE MORAS DEL
CAMPO SAS PROJECT 10
 CRITERIA FOR PSYCHOGRAPHIC SEGMENTATION OF THE MORAS DEL
CAMPO SAS PROJECT 11
 GENERAL SEGMENTATION OF THE MORAS DEL CAMPO SAS PROJECT
PORTFOLIO 12
 SOCIOCECONOMIC LEVEL TAKING INTO ACCOUNT COSTS
13 Y14
 CONCLUSIONS
 GLOSSARY

Biodegradable: It can be broken down into natural chemical elements by the action
of biological agents, such as the sun, water, bacteria, plants or animals.

Packing: It is defined as the container of a product, designed and produced to

protect and preserve it adequately during its transportation and storage, so that it
reaches the final consumer in optimal conditions.

Regions: It can refer to a "portion of territory" with certain common characteristics

such as climate, topography, or administration. It can also refer to the "geographical,
historical, cultural and social characteristics" of a nation.

Crops: Set of fruits , usually of a crop , which are harvested from the ground when
they reach the season. Harvest of blackberry, grapes. Product obtained from the
fruits of a harvest by means of the appropriate treatment.

Commercialization: Marketing is the set of activities developed to facilitate the sale

and/or ensure that the product finally reaches the consumer, building a bond of
loyalty with our brand.

Blackberry: Is the name given to various edible fruits of different species, whose
fruit is not a berry, but an ethereum, composed of small drupes, which gives a
common shape to this group of fruits.
Added value: Is the additional benefit that a good or service has due to a
modification or change it has received. In other words, added value refers to the sum
of elements that make up the final item and make the value of a given good or
service more valuable.

Socioeconomic: Is defined as that which is linked to social and economic elements. It is

common to speak of socioeconomic level, for example, to refer to the situation or status of a
person according to his or her income, work and education.

Environment: It is the environment that conditions society's way of life and includes
natural, social and cultural values that exist in a given place and time.

Population: It is defined as the group of people living in a given geographical area,

taking into account their race and culture, who have certain social relations among
themselves.

Climate: Climate refers to the state of the atmospheric conditions that influence a
certain area. In our pias we have regions where blackberry is grown, with climates
suitable for its production, for this reason, we guarantee the commercialization and
the demand of blackberry.
 Food around the World
Food around the World Regan Royane and Craig Caven and their children, Andrea
(5) and Ryan (3), live in California. They are a typical American family. Regan and
Craig both work and they don’t usually have time to cook, so they like convenience
food. The children love hot dogs, cereal and cola. They eat at fast food restaurants
once a week.
The Akitas live in Tokyo, Japan. Kazuo Ukita lives with his wife, Sayo, and his
daughters Mio (17) and Maya (14). He works in a bookshop. Sayo cooks breakfast
before Kazuo leaves for work at 7:00 a.m. They eat a lot of fish and rice. Sayo cooks
all the meals for her family.

Ramón Costa, his wife Sandra and their children, Lisandra (16) and Favio (6), live in
Havana. Cuba is a tropical country so they eat a lot of fresh fruit – pineapples,
watermelons, bananas, and papayas. Families in Cuba have ration books. These
show how much food the family can buy every month.
Taken from Total English Elementary, Student’s book.
Countable and uncountable
English nouns can be “countable” or “uncountable”:

Countable nouns are things we can count. For example: “book”; we can have one,
tow, three
or more books.

Uncountable nouns are substances, concepts, etc., that we cannot count or divide
into separate
elements. For example, we cannot count “water”. We can count “bottles of water” or
“liters of water”, but we cannot count “water” itself.
 LIST OF COUNTABLE AND UNCOUNTABLE
EXAMPLE:

COUNTABLE UNCOUNTABLE
HOT DOGS TIME

RESTAURANTS COOK

LIVE FAMILY

MEALS WORK

ONCE A WEEK CEREAL

A BOOKSTORE COLA

WOMAN WORLD

CHILDRENS BREAK FAST

DAUGHTERS RICE

PINEAPPLES FISH

SANDIAS COUNTRY

BANANAS FRUIT

PAPAYAS FRESH

BOOKS BUY

CUBAN FAMILIES FOOD

MONTH EAT
MARKET SEGMENTATION DEFINITION

Market segmentation, also known as customer segmentation or audience

segmentation, is a method by which potential customers can be divided into different
groups, allowing companies to send personalized messages to the right audiences.

MARKET SEGMENTATION CRITERIA

 CRITERIA FOR GEOGRAPHIC SEGMENTATION OF THE
MORAS DEL CAMPO SAS PROJECT

Geographic segmentation refers to the division of the market taking into account the
geographical differences between one place and another when distributing products
or services. Geographic segmentation helps to collect and analyze information
according to people's physical location.

Geographical unit: This product is available for the whole country (Colombia) with a
view to exporting in the future.
Race: Any type of person can buy and consume this product.
Population: It is mainly available for the urban area and part of the rural area.
Climate: For all seasons.
 DEMOGRAPHIC SEGMENTATION CRITERIA FOR MORAS
DEL CAMPO SAS PROJECT
Demographic segmentation consists of dividing the market into smaller groups, this
type of segmentation takes into account variables such as age, income, education
level, nationality, race, religion, occupation, etc.

AGE: This product is intended for people between 18 and 70 years of age, but can
be used for all ages.
GENDER: Men--women
OCCUPATION: Students, Athletes, Office workers, Households, etc.
MARITAL STATUS: For all marital statuses
LEVEL OF EDUCATION: Students, professionals, independent.
SOCIO-ECONOMIC LEVEL:All social backgrounds.
RELIGION: For all religions, depending on their customs.
NATIONALITY: Nationals and foreigners
 PSYCHOGRAPHIC SEGMENTATION CRITERIA FOR THE
MORAS DEL CAMPO SAS PROJECT

Psychographic segmentation is a market segmentation technique in which groups

are formed according to psychological traits that influence consumption habits. ...
Some of these are, social status, daily activities, eating habits, opinion on certain
topics, etc.

SOCIAL CLASS: All social classes

CULTURE: People with responsible criteria of environmental conservation and healthy
eating.
LIFESTYLE: Healthy, Environmentalist, Balanced. Family oriented.
PURCHASING MOTIVATIONS: It is part of the family basket.
PURCHASING WILLINGNESS: users willing to buy a natural, fresh and environmentally
friendly product.
OCCASION OF USE: frequent use
 GENERAL SEGMENTATION OF THE MORAS DEL CAMPO
SAS PROJECT PORTFOLIO

Our project is based on the distribution and commercialization of blackberry for that
we use different references to carry out the effectiveness in each direct or alternative
channel, based on our study we have natural resources for biodegradable packaging
or others, thus ensuring coverage at different socioeconomic levels and cover all
public in general without limitations.
Socioeconomic level taking into account costs:

STRATUM ONE AND TWO: People earning less than 1 s.l.m.v. or equal.
Economically focused

presentation Reusable bag, Agranel

STRATUM THREE AND FOUR:: People earning more than 1 s.l.m.v up to 4

s.l.m.v.
Presentation economically focused

Biodegradable bag, Biodegradable ecological ziploc bag

STRATUM FIVE AND SIX : people earning more than 8 s.l.m.v. and above.
Economically focused

presentation Biodegradable plastic packaging,

 CONCLUSIONS

● With the development of market segmentation, it was determined that the

product should be directed to all social extracts, managing several packaging
lines, with the differentiating factor of packaging cost and final product.
●
● Depending on the packaging line, the Moras del Campo product will have a
higher value than the conventionally packaged blackberries that we find in the
market, since the biodegradable packaging is more expensive than the plastic
or sack.
●
● The company DISTRIBUTOR AND MARKETER MORAS DEL CAMPO SAS
is projected as a viable business whose product to be commercialized
presents an added value that has a considerable demand in the current
national and international market, where the segmentation is consistent with
the requirements of the agricultural sector and buyers.
●
● The market segment for this product is broad, since blackberries are part of
the family basket.