NATIONAL UNIVERSITY OF CAJAMARCA

FACULTY OF ACCOUNTING AND ADMINISTRATIVE ECONOMIC SCIENCES

ACADEMIC PROFESSIONAL SCHOOL OF MANAGEMENT

MARKETING PLAN
"HONEY BEE"
COURSE: “AGRICULTURAL
ADMINISTRATION”

TEACHER: ANDERSON PUYEN, Carlos Enrique

PRESENTED BY:

ACOSTA CHAVEZ, Cristian Wilmer

BENAVIDES CARUAJULCA, Fredy Rafael

DIAZ MORENO, Elvis Kevin

OLIVERA SANTA CRUZ, Edwin Alex

RAMOS CUBAS, Denis Leyver

REQUELME COLORADO, Frank Edwin

Cajamarca, December 2017

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CONTENT

BUSINESS OPPORTUNITY……………………………………… 4
PROJECT OBJECTIVES ………………………………………... 4
PROFITABILITY AND RISKS……………………………………. ........ 5
SWOT MATRIX……………………………………………………………. 5
MARKET ………………………………………………………………… 6
CHAPTER I
BACKGROUND………………………………………………. 8
HONEY BEE……………………………………………….. 8
PRODUCT CHARACTERISTICS…………………….. 10
PRODUCT DESIGN……………………………………. 11
BRAND……………………………………………………………. 12
LOGO……………………………………………………….. 12
LABEL………………………………………………………… 13
CONTAINER…………………………………………………………….
14
PACKAGING………………………………………………………….
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CHAPTER II
PRICE…………………………………………………………….. 18
CHAPTER III
PROMOTION………………………………………………………. 22
CHAPTER IV
DISTRIBUTION……………………………………………………. 24
DISTRIBUTION STRATEGOIES…………………………. 26
CHAPTER VI
CONDITIONS…………………………………………………….. 28

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SUSTAINABILITY ANALYSIS……………………………..... 30
CONCLUSIONS………………………………………………………….. 31

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BUSINESS PLAN

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Business Opportunity.
In the anticipated market, the need to offer an alternative product from the
nutraceutical line has been identified, as it is an entirely natural product that nourishes
and has healing properties, and is also a potentially industrial product.

On the other hand, the bee products that will be obtained from the area will come
from the local plant flowers, that is, they will have an organic and ecological
characteristic, with a natural chemical composition of nutrients. For all this, the
product has great potential to become the surprise of the local market, regional
markets, and extra-regional ones.

OBJECTIVE OF THE PROJECT

The main objective of this study is to “Increase the yields of beekeeping production in
the province of Cajamarca” Presenting an alternative for marketing beekeeping
products in the local, regional and national market, with the aim of satisfying part of
the needs of the population. and contribute to the improvement of human nutrition
and health, on the other hand, generate benefits and profits for small and medium
producers.

Improve management conditions in a planned and efficient manner with a business

vision, achieving optimal production according to market demand through the use of
plans, strategies and projections of each beneficiary. Perfecting their capabilities
through the training and technical assistance service in all variables concerning the
technical management of beekeeping activity.

PROFITABILITY AND RISKS

Entry barriers

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- Although the sale of honey has great potential in the city of Cajamarca, also in
this sector we find a large number of competition in terms of stores that offer
this product.

SWOT MATRIX

STRENGTHS WEAKNESSES

Sufficient plant and soil resource potential to Limited knowledge of marketing channels.
consolidate beekeeping activity. Brand positioning.
Ability to compete with low prices. Resistance to technological change.
100% natural products. Lack of investment in equipment,
Optimistic beekeepers with a desire to construction and improvement in productive
organize and improve. infrastructure, due to the low economic
Beneficiaries with basic knowledge in income of the beneficiaries.
managing bee breeding. Remote production units.
The beneficiaries integrate young people and Low level of organization among producers.
adults of both sexes in the management of Individualism on the part of beekeepers.
bee breeding.
Some productive units have road and
electrical infrastructure.
Availability of labor for beekeeping activity.
Producers have basic beekeeping equipment.
OPPORTUNITIES THREATS

Natural and organic product on the market.
Existence of an unsatisfied demand for honey
in the markets of the province, region and
country.
Public and private institutions are prioritizing
productive projects.
The existence of a company (Agro Andina),
which can be partnered as an export market.
The innovation of new products that can
replace honey.
Fumigation activities with insecticides on the
plants surrounding the productive units.
Presence of unknown diseases affecting bees.
Increase in indiscriminate deforestation.
The vulnerability of the market in a negative
way for the sale of the product.
Presence of adulterated honey in the market.

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MARKET

The target market for the sale of beekeeping products will be commercial stores,
health food stores and the public in the province of Cajamarca, without ruling out the
possibility of entering coastal markets.

The product preferences of the people interviewed from the city of Cajamarca,
specifically from the stores that offer this product, around 90% prefer bee honey in
glass containers in quantities of 1/8 and ¼ and the rest prefer honey in bulk in
quantities of 25 kg.

CONSUMERS CLASSIFICATION:

Consumer: Classified as follows:

 Potential Consumer
In Cajamarca there is a aguaymanto or tomatillo processing industry which
could become a potential consumer of bee honey, without neglecting some
families and commercial stores in the aforementioned province.

In Cajamarca, the potential market for our product would be health food
stores, which are around 9.5% of the total stores that sell this product.

 Occasional Consumer
It is made up of the number of families that do not consume any bee products
frequently. That is, they do it occasionally in some therapeutic or medicinal
treatment.

 Frequent Consumer
Made up of the number of people who consume bee products, which in this
case reaches 90%, the main ones being the dairy products stores in Cajamarca.

Target audiences:
Our target audience, for this business, is assumed to be 30% of the living inhabitants in
urban areas, including markets, warehouses, commercial stores of bee products in the

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province of Cajamarca, which would reach a total average of 3,185 people, including
the population of the areas close to the facilities, mining companies and other state
and non-state institutions that at some point would purchase the product for
consumption; In addition, dairy and health food stores and those with more demand
for bee products are considered, thus becoming a priority market.

Benefit:
Used as natural medicine.
Contains vitamins, minerals and antioxidants.
Accesible price.

Time of use:
When the population purchases food products and wants to take a special natural,
healthy and medicinal product from Cajamarca.

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CHAPTER I

PRODUCT
PURE AND NATURAL BEE HONEY “LA OBERA
CAJAMARQUINA”

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1.1. Background.
The Mellifera bee is social, honey producer, recognized as the most valuable insect,
from an economic point of view. This reputation is due in part to its production of
honey, pollen, royal jelly, propolis and beeswax.

It has been recognized that bees are older than man, their appearance on earth
occurred about 60 million years ago, in the Tertiary period. The history of man's
consumption of honey dates back at least 20,000 years. Since then, honey has been
the first educolorant (substance that gives a food a sweet taste) used by humans.
Marketing is the preliminary and fundamental stage for anyone who wants to enter
the activity of beekeeping, because otherwise the beekeeper will fail because he does
not sell his products or does not know who to sell them to.
On the other hand, it is important to mention the increase in the market in recent
years of bee products, which has been generated by the “boom” in the consumption of
natural products free of chemicals and whose processing is friendly to the
environment, thus contributing to the preservation of the environment.

1.2. Honey bee

It is a sugary chemical substance made by bees within their hive from the nectar of the
flowers that they collect during the day. The transformation of nectar into honey
begins in the honey crop where the nectar mixed with salivary enzymes is temporarily
stored. Bee honey can show a great diversity of colors, flavors and aromas, there are
honeys from light and transparent to dark and almost black colors, and there may be
yellowish, reddish, greenish and others with brown tones.

Honey is used as food, especially in adults and children, and in other cases as
therapeutic products. It is also an input in the industrialization of some industrial and
cosmetic products.

The products do not need any additives for their conservation; In the case of bee
honey, at a certain time and due to weather conditions it will have a crystallization
effect, but this process has no problems with its quality. On the contrary, since it is

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crystallized it is easier to use it with other products such as, for example. with bread or
cookies.

Table Nº01. Chemical Composition Of Honey.

COMPONENTS PERCENTAGES

Fructose 40.5

Glucose 31.0

Sucrose 1.90

Water 20.7

Proteins 1.50

Mineral salts (Fe,Cu,Ka,Ca,Na, P,S) 8.00

Enzymes and vitamins 2.6

(A,B1,B2,C,D)

Source: self made

In addition, honey normally contains pollen granules, some wax, certain pigments and
some essential oils, especially honey from the mountains.

1.3. Product characteristics

 Honey. The product to be offered will be natural, organic and will meet quality
standards with good asepsis and without adulteration.

 Density : The relative density of honey is between 1.403 and 1.438 at 20

o
c.

 Viscosity : According to standards.

 Color : It will basically depend on the diet, in the dry season it will be a
dark color because the bees will be fed with artificial food (sugar +
water), however in the flowering seasons it will be a light yellowish
color.

 Flavor : Sweet, more or less aromatic, and acidic in flavor.

 pH : The pH of honey usually ranges between 3.5 and 6)

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 Odor : Variable odor, according to the botanical origin of the nectar.

1.4. Product design

1.4.1. Essential product: The product fulfills the primary function of a medicinal
product, which will convey to the population of Cajamarca that it is a very rich
place in natural medicine.
1.4.2. Real Product: The essential product is honey, which will become a real
product when we add a brand, a label, container and packaging, giving added
value to the essential product.

REQUIREMENTS – PRODUCT CHARACTERISTICS

Table Nº02: Characteristics of the product to be sold

CHARACTERISTICS DESCRIPTION

Definition Honey

Lifecycle 6 months

Handling and handling Manual-Mechanical

Diffusion Local, Regional and National

Brand With brand defined by the association

Container Plastic

Labelled Group defined label

Quality Excellent

Warranty 100% guaranteed product

Additional benefits Natural and organic product

Marketing volume On average 5000 kg. annually

Competitive advantages Product from the area of guaranteed and

ecological quality.

Inputs used 100% natural.

Source: self made

1.5. Honey commercial representations

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 Honey:

 ½ Kg disposable plastic container.

 1 Kg disposable plastic container.

1.6. Brand
1.6.1. Brand Name
“THE CAJAMARQUINA WORKER”

1.6.2. What does our brand offer?

 Cajamarca product
 Excellent quality, 100% pure honey.
 Purely natural product.
 An excellent nutritional and food source for the Cajamarcan population.
 Input for the industrialization of products based on honey bee.

1.7. Logo

 The font: Bauhaus in bold.

 Font size: 58.
 Font color:
 Brand Name: Gold, emphasis 4, dark 50%.
 Description: Green color that symbolizes nature.

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 The name we have chosen is accompanied by a bee, which is the essence of

the product.

hj
1.8. Label
The label for the presentation of bee honey will use the following characteristics.

 Product brand: the name of the product (La Obrera Cajamarquina) is in the
center.
 Accompanying symbols: The product brand is accompanied by a bee symbol,
which represents the generator of honey that is the essence of the product.
 Company name : at the bottom left is the name of the company, in black with a
gold background and green border.
 Label background. The background of the label is a gradient color between
yellow and brown which presents the color of honey.
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 Product weight: In the lower central part, we include the net weight of the
packaging which is in black, with “Arial Narrow” font, size 18.
 Barcode. We added this code, which will help with information to the public
with company data, manufacturing dates, logistical issues for distribution
companies. Which would reduce the time to find them.
 Manufacturing date and production lot. The information is presented on the
day, month and year that the product expires; with which it can no longer be
consumed; The production lot is also added, in which the data on the packaging
date and its series are presented.
 Customer information center telephone number. A telephone line is provided
for any customer queries or complaints.
 Ingredients. The phrase 100% pure and natural is observed, which means that
it has no additional ingredients.
 Location of the company. Company information is presented such as: Name of
the company, place where it is located, city.
 Nutritional information. Finally, the nutritional value of honey is presented. ,
this is important for the public to know.

1.9. Container
 100 cm3 disposable glass or transparent plastic container.
 Physical Functions: Practical, easy to use and a comfortable location on the
gondolas.
 Integrity functions: it has ingredients and health instructions, it also
contains the expiration date and the barcode for proper coding at the time
of distribution.

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1.10. Packaging
The packaging of honey for distribution will be done using a cardboard box with the
following measurements: 45 cm long x 15 cm high x 30 cm wide.

Corrugated cardboard boxes will be used since these boxes are recommended for light
or load-bearing products which support up to 20 Kg that fill the entire interior volume
and support stacking.

The cardboard box will contain 6 containers of bee honey in the 1 kilogram
presentation.

The symbols that will appear on the packaging are:

 Product name. It is presented to publicize the product and be easily

recognized.
 Name of the company: To make the manufacturing company known and
publicize it.

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 Pictograms: are a set of standards that must be on the packaging of

merchandise that is transported nationally and internationally. According to the
Latin American Integration Association (Aladi), these symbols are the way to
identify the pieces of cargo, so that they arrive at the correct destination in
optimal conditions and thus avoid errors and damage to their contents at the
time of handling.
- Fragile. It serves to indicate that the transported content is fragile and must
be handled with care.
- Moisture sensitive: To indicate that the packaging should be kept in a dry
environment
- This side up: To indicate the correct position of the packaging during
transport and storage.
- Stay Away from Heat. It indicates that during transport and in the
warehouse the packaging must be protected from heat.
- Stay Dry. Indicates that the packaging should be kept in a dry environment.
- Stack Up. They indicate the number of boxes that can be stacked on top of
each other without causing damage to the merchandise.

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CHAPTER II

PRICE

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2.1. Price
The price strategy is one of the aspects that most affects the image and positioning in
the market; In this case, the little knowledge that people will have of the products must
be taken into account in principle; Therefore, the launch price will be a way to promote
beekeeping products, with the price being a determining factor for the image that is
intended to be given to the market.
This item will be analyzed according to production and distribution costs, adding a
profit margin; However, the market study will also be taken into account, that is, how
much the consumer is willing to pay for the product offered; On the other hand,
intermediaries or wholesalers also influence the sales price.

Thus we have, according to the market study carried out in the province of Cajamarca,
potential buyers pay an average of S/. 25.00 Soles per kg of honey.

It is also necessary to clarify that prices will vary over time depending on the seasons
of the year, competition, demand, production scale, etc.

The payment method will be made according to the volume of sales, for example if the
consumer is a retailer, payment will be in cash and if the purchase is wholesale, credit
can be granted and will depend on prior coordination.

Below is the cost estimation table for daily production of 100 kilograms of honey.

Table Nº 03: Direct and indirect costs

DESCRIPTION UNIT OF AMOUNT UNIT PRICE TOTAL

MEASUREM (Soles)
ENT

DIRECT COSTS

Honey kg 100 12 1200.00

Plastic container Unit 100 0.9 90.00

Label Unit 100 0.2 20.00

Packing Unit 100 2 200.00

Packaging Unit 17 0.5 8.50

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TOTAL DIRECT COSTS 1518.50

INDIRECT COSTS

Water, electricity, 2.83

telephone

Advertising 41.70 41.70

Rental per day 1 16.70 16.70

Staff(4) per day 28.33 113.30

Transport 28.30 28.30

Unforeseen 12.17

TOTAL INDIRECT COSTS 215.00

TOTAL PRODUCTION COSTS (100 units) 1733.00

UNIT PRICE 17.35

COST PRICE 17.35

UTILITY (16%) 2.78

SUBTOTAL 20.13

VAT 18% 3.62

TOTAL 23.75

ROUNDING 0.25

SALE PRICE 24.00

 Our product will be offered to the market at the price of 24.00 soles per
presentation of 1 kilogram in plastic packaging.

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CHAPTER III

PROMOTION

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PROMOTION

PRODUCTOS CAJAMARCA SRL wants to introduce the product “La Obrera

Cajamarquina – pure and natural” to the market, through promotion, with the
objective of informing and persuading our final and potential clients so that they
recognize the characteristics, differentiate it and interest in its acquisition; thus
obtaining its positioning.

To achieve the goals established by the project, different promotional methods will be
carried out, for example: personal sales, advertising, sales promotion, propaganda and
public relations, that is, a promotional mix will be made; All this must be developed in
the first year of project implementation. Below we detail some promotion strategies:

 We will develop an advertising spot for television, publicizing the benefits of

the product and where it can be purchased; This spot will last 60 seconds.
 Participation in very important fairs in the most important cities of Cajamarca,
in these fairs the exhibition and tasting will take place.
 Preparation of brochures where the benefits of the product will be announced;
Also some tips on how you can consume them; in addition to adding purchase
locations and contact telephone numbers. These brochures will be prepared to
be used as means of information in the fairs that are participated.
 Creation of a Facebook page, with the purpose of having greater contact with
the population, since currently this social media is the most used in this part of
the country. It is this means of providing product information, place of
purchase, contact telephone numbers; Tips on how to use the product will also
be included. This medium facilitates interaction with the public where they can
answer any questions they have about the product.
 Make advertisements on free websites, such as OLX, with which you would be
taking over all possible media to make the product known to the public and
potential consumers.
 Discount campaigns will be carried out for the purchase of 5 kilos or more, this
in order to achieve customer loyalty.

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Budget
The budget that has been determined to comply with the promotion strategies
is the amount of 1250.00 soles per month, which will be distributed as follows:
 1000 soles for advertising on radio and television.
 200 soles in the preparation of the information brochures.
 50 soles in discounts for consumption of more than 5 kilos.

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CHAPTER IV

PLACE OR
DISTRIBUTION

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DISTRIBUTION

The place refers to the way in which the product will get from the company to the
hands of the consumer; These forms are known as distribution channels.

The company Productos Cajamarca SRL will make commercial contacts and alliances
with commercial stores and centers that concentrate a number of tourists as well as
supermarkets in the area that want the product.

Direct sales will be made to commercial stores and small businesses, where we will
offer discounts according to the volume of purchases they purchase from us.

Productos Cajamarca SRL will participate in local fairs to exhibit the product, for
example: Corpus Cristi, La Expo-feria Fongal, exhibitions in strategic places in order to
give samples of our product to the Cajamarquino consumer.

The square where the point of sale will be located is the city of Cajamarca; For the distribution
of production it is necessary to contact potential customers directly, we will present the
characteristics of the product, the technology used, the qualities of the products, etc., the
availability of the product is to produce an average of 5200 Kg of honey annually; also taking
into account the standards demanded by clients.

The distribution of the product to the client will also be done in an organized manner,
according to the terms and conditions agreed with the client. Convenient agreements and
strategic alliances will be sought, transportation units that provide an adequate service, in case
the client requires production to be placed in the place where he is located.

In addition to the above, we can indicate that the market to which our product is directed is a
population of medium and high social status, therefore these residents do have the capacity to
consume and in this way it gives us the guarantee of ensuring the total sales of our production.

It is also considered necessary to have other guarantee instruments such as obtaining legal
status, RUC, health registration, etc. From the company, to give greater security to the
customer and will also help to enter other markets with greater purchasing power for the sale
of our product.

4.1. Direct distribution:

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 We will have sales agents who will be distributed throughout the Cajamarca district
to directly offer and promote our product, in order to convince that “La Obrera
Cajamarquina” is a healthy and natural product composed of minerals such as
sodium, potassium, magnesium, calcium, iron, manganese, copper, phosphorus,
zinc, selenium, vitamins A, C and B complex. It has nutritional and healing
properties that have been known since ancient times. Therefore it is the best
nutrition alternative.

4.2. Indirect Distribution:

Indirect distribution will be carried out through the following means.

 Wholesalers: The company Productos Cajamarca SRL will put emphasis on

promoting and offering our product to the most well-known wholesale stores
that have an ideal strategic location; among them are,
 Wholesale store San Martín - Av. San Martin No. 646
 Wholesaler “Carmen - Jr. February 11 No. 227
 Wholesaler Castillo - Jr. Revilla Pérez N° 172
 Diana Store - Jr. Second of May No. 815
 Retail stores: Depending on customer preferences, they choose to purchase
their products in retail stores more frequently.
 Dairy product stores: The company Productos Cajamarca SRL will have the
strategy of distributing “La Obrera Cajamarquina” to dairy product stores near
the main square, to promote the product to local consumers, Peruvian and
foreign tourists; for example such as Chugur Cheese, Huacariz Dairy Products,
Agua Blanca, among others. Additionally, it will be offered to those of natural
medicine.

Distribution of “La Obrera

Cajamarquina” bee honey
Hint Direct

Wholesalers
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Dairy stores
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4.3. Distribution strategies

Distribution will be carried out from the company to the different commercial stores in
Cajamarca, or directly to final consumers and also to people from the communities
surrounding the place of production (suppliers); In other cases it will be sold to
intermediaries who buy in larger quantities from the same production units.

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CHAPTER V

CONDITIONS
PRESENTED FOR
THE BUSINESS
OPPORTUNITY

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5.1. CONDITIONS PRESENTED FOR THE BUSINESS OPPORTUNITY

The conditions for this business are positive by different analyses, since there is the
availability of environmental resources, human resources available and optimistic to
be able to direct and plan this activity; That is to say, the sociocultural conditions are
provided.

Table No. 04: Conditions Raised for the New Business Opportunity

TRANSITION FACTORS CONDITIONS

The conditions for the delivery point are

positive, because some members of the
association live in the city of Cajamarca,
where they will provide the facilities for the
Delivery point
delivery of the product; Likewise,
transportation in this province is very fluid,
which makes it easier for us to deliver to the
city of Cajamarca or other cities.

The sales price of honey will be the same as

the current demand price, that is, S/ 24.00
Price per kilogram. Or in other cases due to sales
strategies it can be reduced by a percentage
according to market conditions.

The total amount of product to be sold is

Amount
5000 kg of honey per year starting in 2018.

The points of sale will be made in the city of

Point of sale Cajamarca where the company will be
located.

The payment conditions will be in cash, or if

there is another modality, it will be prior
Payment conditions
agreement between the organization and
the client.

Preparation: own source

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Table No. 05: Conditions Raised for the New Business Opportunity

SALES STRATEGIES. HOW IT WILL BE DONE WHO WILL DO IT HOW OFTEN.

Personal contacts will be We as a company It will be carried out

sought through the Internet, according to the
publication in the media, product sales season.
Personal contacts. searching for clients
personally through officials
or administrators of the
institutions, etc.

Promotion campaigns will be The organization Depending on the

carried out through tastings, through its availability of
presentations at fairs, etc. committee with producers and the
Promotion.
support from presence of different
local types of fairs.
governments.

Advertising campaigns will The organization As deemed

be carried out through through its appropriate to
Advertising different media, radio, committee with effectuate sales.
television, written, support from
internet, etc. local
governments.

The product will be The organization Whenever it is deemed

presented in the media through its convenient.
through interviews by the committee with
beneficiaries themselves, the support of
showing the image of the local
Public relations.
product to be offered. governments and
other institutions
in the sector that
intend to
participate.

Source: self made

5.2. SUSTAINABILITY ANALYSIS

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NATIONAL UNIVERSITY OF CAJAMARCA Agricultural administration
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The project will be sustainable over time because there will be the participation of all
direct beneficiaries, that is, all the productive units (suppliers) located in the different
hamlets of the province of San Pablo.

5.3. ENVIRONMENTAL IMPACT.

This project will not cause any type of negative environmental impact; on the contrary,
its implementation will bring positive benefits to the environment, contributing to
improving the living conditions of the population. Because the supplies, instruments,
equipment and tools to be used do not give rise to any type of contamination.

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NATIONAL UNIVERSITY OF CAJAMARCA Agricultural administration
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CONCLUSIONS
 The launch of the product will contribute to increasing a healthier life for the
residents of the province of Cajamarca.
 The development of technical - productive - organizational - business and
commercial capabilities of the beneficiaries, as well as their active participation during
the realization of the product, ensure its sustainability.
 The economic - financial evaluation indicates that favorable indicators have
been obtained for the execution of the Product, the execution of the project will allow
a more profitable production.
 The project generates the direct participation of bee producers and
indirectly calls for the participation of authorities, institutions and other agents of
provincial and district development, which will influence the sustainable development
of the beneficiary population.

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Marketing Plan – Bee Honey