SAN FERNANDO

WHAT IS
San
IT? Fernando is the most important poultry farm in
Peru.
San Fernando is a Peruvian company that has had
rapid growth in recent years, which is dedicated to
the production and marketing of mass consumption
foods such as chicken, turkey, pork, eggs, etc.,
whose main objective is to offer quality and
excellent service.
 In 1948, when we created San
Fernando, one of
The goals we set were to create a
great
family, something we have been
achieving
through the years.

Julio Soichi Ikeda Tanimoto is the founder of San

Fernando, who was born in Japan and came to Peru at
fifteen years.
It all started as a family business dedicated to
duck breeding. As the years go by, and the support
of his children, the business expanded and the
raising broiler chickens, obtaining great success,
which allowed the company to expand even further. It is so
Then he began raising and marketing turkeys.
 They start
They enter
the
the turkey
breeding of
business.
player
meat ace

1948 1963 1972 1974 1977 1978

The
first store
San Fernando,
located in Tomas
Marsano with
the
sale of chickens
and
 After 15
They start San Fernando
years enter
activities inaugurates
to the
with 35 legs his
business of
reproductiv own plant
chickens. It
e food
starts
s in Tomas balanced
parenting with
Marsano. from Lurin.
468 chickens.
 They got 12th
position in MERCO
They (Business Monitor
start the Effie Gold Reputation
sales 2012 Corporate) and
genetics Best They took 8th place
(Chicke campaign of Reputation
ns category Institute .
you foods and
drink). drinks.

197 1980 201 201 201 201

9 1 2 3 4

Bell
Throwing of Effie Gold 2013
They enter Pavita San Best campaign Campai
the Fernando. food category and gn
business of Great classic brand drinks. to
eggs in the 2011. Grand Effie 2013 It's not
farms of Grand Effie 2011 Best campaign tuna
Lurin. Best campaign advertising in all chicken
advertising in all
categ rias the categories. !
ory . 2014.
 MISSION, VISION AND
VALUES

MISSIO
N
Contribute to the well- behave and ID
being of humanity, Always with San
supplying food for
express Fernando
in all
mass consumption in
yourself with circumsta
the global market.
the truth. VALO nce

VISION BORIOSIDE BEE RESPEC

I
Consideration and
Be competitive Carry out with
recognition of the
worldwide, supplying dedication, tenacity
dignity of people and
value-added products and conviction the
the integrity of the
tasks that allow us to
for human nutrition.
achieve our objectives
and goals. compan
y
 Social responsability
Collaborators
A Our collaborators are our family
1 internal. That is why we strive to offer you a ■
good work environment, where to develop
Colored native cotton
V professionally and personally
processing

Finished product
Community
One of our priority goals is to convert

social and
environmental.
Yarn

Atmosph
eregoal is to integrate into our management
Our
Sowing
implementing voluntary actions and programs

Suppliers
Partners with whom we have the goal of establishing
a mutually beneficial and long-term relationship.
 EXAMPLE OF
INVESTIGATION OF
MARKET
BACKGROUND

> San Fernando is one of the main companies in Peru that has several lines
of

products.

> In 2014, San Fernando launched Chicken Breast in Pieces on the market.

> Main target market: Housewives, 25 to 45 years old, SES: A, B and C.

Secondary target market: Adults from 25 to 45 years of socioeconomic

levels

A, B and C.
 Dilemma or
segmentation MEASURABL
ACCESSIBLE PROFITABLE IDENTIFIABLE TOTAL
E

Practical for friendly sanfemnan

5 5 4 4 18
“6
da
gatherings Abundada

Practical for lunch boxes 4 4 5 4 17

Wellness (healthy without 4 5 5 4 18

preservative)

Saving time in meal

preparation 5 5 4 4 18

Ready to serve 3 3 3 3 12

Weight care (light) 4 4 4 3 15

TOTAL 21 22 20
18
 Say motto or
segmentation.
Expected benefits
Welfare
Practical for meetings
Single women or
Couples without children or housewives from 25 to 45
young people/single adults years old, who take care of
Time Practical for l
savings/convenience boxes
Young couple with or without Women with sc
children who want household children, who nee
chores not to take up much of something easy t

2m
, looking to make the most of their health and that of their their time, since they work hard their children's lu
their family with food every day. since
social moments and who healthy (without days, thus needing things that They work, but
need something easy and preservatives), everything are easy to prepare. looking for health
good tasting to offer their natural is accepted.
guests

MEASURABLE 5 4 5 4

ACCESSIBLE 5 5 5 4

PROFITABLE 4 5 4 4

IDENTIFIABLE 4 4 4 3
TOTAL 18 18 18 15
Dilemma:
Reptilian Insight

Research: observation-tangible
plane

Location Build
O
map ings
b
j
e
c
t
s
Person •Predominantly casual dress
• Jovial in character.
• Hyperactive type, very enthusiastic
• Optimistic.

Communicati • Quite expressive.

on • Forceful with his arguments.
• Always tend to look for the positive side of things.
• Always try to look into the eyes of your interlocutor.
He highlights his interventions with movements of
•
hands

Rituals • Sport lover.

• Regular gym goer.
• Likes outdoor activities.
• Try to eat healthy. Above all, avoid
fat consumption.
• Very courteous and kind guy. Good host
 NETNOGRAPH
Y

RESEARCH:
Netnography is presented as a Netnography
new research method to
investigate what happens in community rvation

virtual communities. The

method comes from the
application of ethnography to
the study of cyberspace. Its aim
is to establish itself as a science
of what happens in the
network of networks.
Brainstorming • Keyword: Discussion of the case: • • Insight: It's • Line expansion,
• Practicali Canned chicken The good taste of the expensive but it gets innovating with
ty product was rescued in me out of trouble. canned foods for easy
• Community:
• Convenience the community; preparation
Chicken Tuna
• Time saving sinembargo.se warns
• Then they followed
• Modernity that the price is not
extending towards:
• Health attractive for the content,
pole to the chair. he
compared to tuna fish.
• Innovation pituco chicken, etc.
• Would land discussion:
• Slices
See next plate.
• Meetings with
friends
• Dietary
• New families
 TARGET CONSUMER PORTRAIT

Fam.
Los León - Reyes
(Pablo & Kathy) Fernandez
Martin Miguel
Mendoza Rodriguez

manfernandu
 Strain Solution

What frustrates me today? What do I long to find?

• Not having time to prepare food. Food already prepared.
CONCEPT: INSIGHT • Wasting time cooking.

EDITORIAL
Need: Metaphor:
Find something that saves me A magic button that gives me
time. things ready.

REGARDING CANNING
CATEGORY TOD TOMORR SAN FERNANDO
AY OW CHICKEN

"Time is worth it" It's time to Save time on work It is a practical product,
think about personal and from home, to enjoy healthy and pleasant, free moments with
I THINK family projects (like having family or friends.
children)

That every fcre moment must
be valued. I want to do things
and have fun. I feel modern.
I FEEL
Resume what was truncated,
stand out as a professional and
leave behind the fear of failure.
Allow family union to enjoy a
PLANNING: HIERARCHY OF
friendly gathering from the
beginning with little fuss in EFFECTS
preparing the hors d'oeuvres

I work all day and the Build a modern, happy family that I make a variety of dishes
housework, although I do it, enjoys life in every moment. with the product in a short
WHAT I DO sometimes complicates it for time, such as the papular Ají
me. de gallina.