INVESTMENT PROJECT

STRONG BAR
Team name
Date 23/10/22
Industry background
Gamesa starts their operations in 1921 in the city of Monterrey, Mexico, the
brothers Manuel, Alberto and Ignacio Santos Gonzales obtained 50% of the shares
of Lara, S.A. a pasta and biscuit factory of the time and turned it into LYSA (Lara y
Santos, S.A.). It only had 150 workers and 3 furnaces, but 4 years later the factory
changed its corporate name to "industrial" They quickly expanded to other states of
the nation and in 1948 its name was changed again becoming Galletera Mexicana,
S.A., after that they acquired other facilities and built what we know today as the
Monterrey Plant.
By 1978 after 3 decades of development the Galletera Mexicana, S.A became
Gamesa, S.A. and from that moment began to associate with internationally known
companies such as Gerber and Nabisco.
• Its Mission: "To promote family development through nutrition, education and
health programs aimed at those most in need."
• Gamesa's mission is oriented to the development of families and seeks to
guarantee this through support strategies such as programs that benefit the
community in terms of nutrition, education and health.
• His Vision: To make our consumers feel good with brands that offer them the
most pleasurable and convenient food and beverage experiences."
• Its Values: Innovation, Teamwork, Honesty, Congruence and Customer
Orientation
 Problems

1st problem, we found that 8 out of 10

people go to school without take breakfast,
because they don’t have time to make a
2nd problem, we found that there are several
breakfast, which is a problem. The IMSS
problems in Mexico, one of them is that we
(Instituto mexicano del Seguro social)
are the sixth most obese country in the
informs us that not eating breakfast can
world, this is a big problem in the country,
affect our school performance, since we do
based on INEGI data statistics.
not have enough energy to carry out all
school activities, which can lead to falling
asleep during school hours.
 SOLUTIONS
We make a product cereal bar with high protein value, with ingredients such as:
Red beans
Garbanzo beans
Lentils
dried corn
soya in grains
dried wheat
Natural Peanut
Green banana
pure honey
They allow you to take away your hunger for long periods of time and you will
get energy in the morning to keep you awake during class hours. This product
can help you if you don’t have time in the morning or if you need go fast to
your work affer the school
In the same way, due to its high protein value, it can help you before training,
to have a better performance in your exercises. Its ingredients are very good
for health and are friendly for vegans. In this way we offer a solution to these
problems.
Product description
• Name: Stronge Bar
• Brand: Gamesa
• Packaging Design: White with Golden, black
and Golden letters and one lightning bolt in
the middle
• Packing: cartón
• Size: 15 cm x 10 cm
Product description
Product description
Product description
PRODUCT BENEFITS
1-ingredients such as: Red beans • Healthy • Friendly
Garbanzo, beans, Lentils, dried corn,
soya in grains, dried wheat, Natural
Peanut, Green banana and pure honey
Are ingredients very healthy
1 2
2-The product Is friendly to students,
workers, gym persons, etc.

3- If you don’t have time to eat a

breakfast, you must eat our cereal bar
and in less of 5 minutes you will be
3 4
ready to start the day
4. The product has an affordable price
• Fast to • Price
for customers. eat
Tagline

More strong, better health

Mission
Offer our product satisfying the needs of people who
do not have enough time to eat breakfast, and who at
the same time can enjoy a tasty, economical product in
the absence of time.
Segmentation, targeting, positioning
Geographic segmentation:

Our Strong bar product is a product that will be distributed in urban areas, large
cities, since there are many students and workers who may be interested in our
product.
Our product is friendly to the weather of all cities, it does not matter if you
consume it in a very hot city or in a city where it is cold or rains a lot, because it is a
product that is for human consumption. And Our product is friendly with most of
the existing cultures in Mexico because, it is made with Natural ingredients. And
finally, our product is understood by people who speak the language of Spanish or
English.
 SEGMENTATION
Demographic segmentation:
Gender: Men and women: Both genders fall into our segmentation because both
can consume it without any problem.
Age: between 15 and 35 years old: We segment this age because, from the age of
15, a student can already generate incomes, even if it is very low with savings, etc.,
and many students of this age they are going to the school without having
breakfast as well. that in this age range, there are people who do not have time to
prepare a breakfast before going to work.
Income: Low-medium income level that is between $100 to $1000 pesos or 5 to 50
dollars, because it is a product that is low in price and can be purchased by
adolescents, young people and working adults
Occupation and education: they are Workers and students, because this market is
mostly those who do not have time to have breakfast or make something very
elaborate, they are people who leave their homes very early to arrive on their
destination on timing.
Marital status: single because these types of people do not have someone who can
make them a breakfast (lunch) to take to school or work, this product will help all
these people by helping them resist long periods of time without spending a lot of
money.
 SEGMENTATION
Psychographic segmentation

Our product is intended for people who do not have time to make a breakfast or
eat a lunch, because they are very busy people, who are all the time away from
their homes, because they work all morning and part of the afternoon, or they are
all morning and part of the afternoon in school, or they are also students who
study and work and do not have any time to make something to eat.
Marketing Mix
Product: Cereal bar

Price: 17mx
Marketing Mix
Place:
• Technological University of Cancun

Promotion:

Our form of promotion is through ads on different social

networks, for example: Instagram, Facebook, TikTok and
emails, as well as physically, such as: posters, product
samples, etc.
SWOT Analysis
• Fair work

Strentgs • Good communication

• Accesibility of ideas

• Product quality

• Shortage of time

Weaknesses • Monetary accessibility

• Little accessibility to raw

materials (red beans)
SWOT Analysis
• Development of new ideas
•
Opportunities New sales strategies
•
Better working conditions

• Market competition
•
Threats Change in input costs
•
Lack of financial support
Distribution Strategy
Channel Strategy

E-commerce
You
Customer

Direct
personal You Sale
Customer
selling person

Retail
Online/ You Retailer Customer
offline

Indirect
Sale Customer
You Distribuitor
person
Brand Equity

Our product is based on grains and honey. Ingredients

which have no additives and are of 100% natural origin
and our main conservative is honey since bacteria need
sodium to procreate.

Our competitors' products have preservatives, for

example: the most common preservatives in sliced
​bread are calcium propionate (E-282), potassium
sorbate (E-202) and sorbic acid (E-200) from the
company bimbo. We also seek to promote the
consumption of products from farmers from all over the
country.
Competitive Analysis
GAMESA
101 years
Sweet and salty cookies,
Energy Bar
Our Quality policy is based on the most
widely used universal language in
costumer/ supplier relations, the UNE-EN-
ISO 9001 Standard.
$17
Gamesa is a traditional brand
that over time has managed to
gain the trust of its consumers.
Kellogg´s
116 years
Cereals and bar
Kellogg´s carries out a significant control
of its products to ensure that our
demanding quality standards are always
met.
$32
In 2019, Kellogg was recognized by the
Mexican Philanthropy Center as a
Socially Responsible Company, while in
November 2018 it obtained the MX
Equity certificate, awarded by the
Human Rights Campaign organization,
for its actions in support of the LGBT+
community.
QUAKER
145 years
Oatmeal, bars, cereals.
Quaker state Mexico has quality
certifications that guarantee the
performance of our products (Quality
System Certification ISO 9001)
$29.5
The product (BAR) is advertised as
healthy, but it really is not. It
contains several types of sugars,
including high fructose corn syrup,
which has been shown to have a
strong impact on metabolism.
Market Analysis
When conducting research on our product, we realized that
energy bars are a highly sought after product by people who
take care of their health and who lack time, since it is a
healthy snack that takes away hunger for a period of time. We
have a wide market for people who study, work, play sports,
exercise or have diabetes.
Customer analysis
When carrying out an analysis of our consumers, we realized
that we are going to target student clients in an age range of
15 to 25 years who have a socioeconomic rank of type c-
since they are people who lack time to eat properly and seek
a healthy food but easy to acquire and consume at an
affordable price. We are also going to address people who
like to take care of their health, athletes and people who
exercise because they are looking for healthy snacks in an
age range of 15 to 35 years with a socioeconomic level of
type C-.
https://forms.gle/Ggw1J8KtZKegntKw8

QUESTIONS?
https://es.wikipedia.org/wiki/Grupo_Gamesa

SOURCES