PROPOSAL

IN ENGLISH LANGUAGES OF A
PRODUCT OR SERVICE.

PRESENTED BY:

JOHN FREDY VELANDIA MARTÍNEZ

11,186,228

MARKET MANAGEMENT- FORMATIVE PROJECT

IMPLEMENTATION OF MODELS OF MARKETING OF
PRODUCTS AND / OR SERVICES

Bogotá, January 09, 2019

MISSION
It is a company dedicated to the commercialization of food products based on fruit,
we provide the consumer with excellent quality food and benefits working together
with producers and traders in the development of an efficient, profitable system with
a high conception of quality, service and fidelity.

We help and encourage economic and social development, through the activation of
the agricultural and industrial sector based on products derived from national fruits,
100% natural that facilitate and help consumers to maintain a healthy life, allowing
them savings in time and resources, with the strong support of a suitable human
team, thus responding to the expectations of our suppliers and customers.

VIEW
In five years we will be a food product marketing company with wide coverage of the
national market and the ability to introduce our product portfolio to international
markets, integrating a human team capable of leading the development and growth
of our organization.

1.1- GENERAL OBJECTIVE

Design different marketing strategies for fruit pulp that allows for a minimum annual
return of 15% and allows business sustainability.

1.2- SPECIFIC OBJECTIVES

• Carry out a study at the local level of the behavior on the consumption of fruit pulp
in the areas of the city of Bogotá (North, South, East and West).
• Segment the market niche to which we will introduce the product through placement
strategies.
• Execute marketing plan that allows monthly increase of sales by 5%.
• Evaluate the economic viability that the company will have through financial
statements supported by financial projections and defining the costs necessary for
its operation.
 1- DEFINITION STRATEGIC MANAGEMENT

The information is analyzed,

about billing goals,
profitability and fulfillment of
specific objectives.
EVALUAT
E

SITUATION
DEFINE MARKET
AS A FIRST PRESENT AND
OBJECTIVE FOR
PURPOSE, LEVEL OF
MARKET
INCREASE COMPETITIVENESS
INTRODUCTION
SALES OF THE COMPANY IN
THE FRUIT PULP
SEGMENT

COMPLIANCE
SALES COMMERCIAL
MANAGEMENT WITH THE
BUDGET STATEGIES
GENERAL
STRATEGIC OBJECTIVE

2- MARKET STUDY

Supplier market:
They are the ones who provide us with our raw material:

 Coburgos fruit pulp

 Boxes or baskets for packaging
 Pulp containers
 Transportation

We request these materials through companies Coburgos food products. Latin

American coverage.

Dealer market:

The distribution of our products will be made through advertising within the
companies that are part of the food industry, specifically supermarket chains and
large stores through conferences and advice where the customer is produced the
need to acquire our product for its quality and price difference with respect to having
to acquire the same imported as well as the competition.
Within the conferences we will distribute brochures with the specifications and
properties of the fruit pulp and also the sample of it.

This in turn will be transported by means of a Mitsubishi Canter Truck (public van),
which allows the product to be carried in excellent condition to its buyers or in other
conditions as stipulated in the contract with the companies.

 Direct competitor market.

Within Colombia there is a company that is dedicated to the production of fruit pulp
which is easier to market and insert into the market and offer it for sale to chain
stores and retail stores.
In the market there are production companies such as:

• Huertosa Company.
• ONI SAS pulps.
• Cicolfrutas .SA

 Consumer market:
As mentioned, our final good will be aimed at companies in the commercial sector,
some of the stores and warehouses that need the consumption of our product are:
Chain stores, neighborhood stores, greengrocers, etc.

3- TECHNICAL STUDY

Legal aspects of the company:

The AVN COMERCIALIZADORA Company is constituted with number of NIT
900084981-5 dated November 07, 2014, where it assumes rights and obligations
against third parties, which is reflected in the deed of incorporation registered before
the chamber and commerce.
The most important data in the articles of incorporation are:

• Name and address of the members and address of the company:

COMERCIALIZADORA AVN
Partners: John Fredy Velandia.
Domicile: This company will be located in Cra. 7C # 64-09 of Bogotá, Colombia.

• Class or type of company: Sole proprietorship EU

• Corporate purpose: The AVN Trading Company. Its corporate purpose is the
distribution of fruit-based products.

• Subscribed capital: The company initiates activities with subscribed capital with $
250,000,000 that are contributions from the partners and are detailed in the balance
of equipment, personnel, supplies and physical works.
• Accurate duration and cause of dissolution: It is stipulated a duration of 10 years
ending in 2024, the causes of dissolution are when one of the partners so requires.

• In society there is limitation of the liability of the partners up to the amount of the
contributions.

As our company is a company that handles food, we request permits from the state
and the health ministry, through the "Single form of application for sanitary permit for
the manufacture and sale of foods prepared by microentrepreneurs"
Before the state we register with the Mercantile Registry which request us initial
books to legalize said company.
To start our activities we have a group of workers with whom we agree to an
indefinite term work contract, in which we have the following benefit factor.

Health 4%
4% pension
Compensation Box 4%
ARP 0.522%
Severance payments 8.33%
Interest on severance 1%
Holidays 4.17%
8.33% premium

For the development of the economic activity of the company, we need a relationship
with external agents to be able to comply with it, such as customers and suppliers,
which are part of the company's growth for our society.
The financing of the initial investment will be carried out through the contributions of
the partners.

Continuing with the aforementioned, the participation of these capitals are through
amounts of shares and our company is characterized as a mercantile society whose
holders are by virtue of a participation in the capital stock through securities or
shares. The shares can be differentiated by their different nominal value or by the
different privileges linked to them, such as the perception of a minimum dividend.
The shareholders do not respond with their personal assets of the debts of the
company, but only with the amount of the capital contributed.

4- ANALYSIS OF THE COMPETITIVE POSITION.

• STRATEGIC LOCATION OF SALES AREAS: Ease of pedestrian and road

location, visibility, safety,
• PRODUCT QUALITY: Decoration, size, flavor, packaging.
• COMPETITIVE PRICES: Size vs price.
• CUSTOMIZED SERVICE: Quantity of personnel, quality of service, opening hours,
days of service, payment methods, porcine fruit pulps for sale.
• PRODUCT VARIETY: Innovation and variety of flavors and characteristics in the
products.
• IMAGE OF VEHICLES: Decoration of facilities, cleaning of vehicles, presentation
of workers and sales force.
• SALES STRATEGY: Advertising, promotions, tastings, gifts.
• HOME SERVICE: Opportunity; agility; transport.
• TECHNOLOGY: modern hardware and software; state-of-the-art equipment
• COMMITTED PERSONNEL: People with their shirts on
• FINANCIAL STRENGTH: Sales in units and money; control of expenses and costs;
business financial profit.

5- MONTHLY PLANNING EXECUTION SALES

For the execution of the planning we will have some main factors that will allow to
evaluate the behavior of each area in charge of the sales of our product, this will
allow to have a control over each one of the segments and we will have clarity which
are the most effective and which need more follow-up And control.

 PREVIOUS MONTH RESULTS. It is important to always take into account

the final results with the perspective of having the agreed upon in the previous
monthly planning and taking into account our control of changes according to
results.

Target
fulfillment in
pesos $$$

Compliance with
goals in reference
placement.

Compliance with
customer service
goals.

Fulfillment of goals in
new clients.

 CAPACITY. or staff that is needed to perform the work in the month (Sales
force, Supervisors, Degustadoras). Analyzing the capacity will allow us to
have clarification in:

 Profitability of the segment.

 Placement of the goal in sales.
 Sales budget.

 RATES OR MARGIN OF GAIN. It should be analyzed if, with respect to the

previous month, the price of the product to go up for sale goes up or down,
 analyze promotions by selling amounts or sales margins counted and on
credit.
 GOALS. Analysis of placement of the goals taking into account the following
factors.

 COMPARATIVE MARKET. In this phase, what is involved is to specify that

other fruit pulp products have entered the market, low or high prices of the
competition, innovation of the competition with new pulps of fruit and breadth
of market.

 MARKET ANALYSIS. Behavior of the market of fruit pulp, prices,

competition, new customers, marketing proposals, areas or Segment of
greater consumption.

 PREFACTS. The analysis of pre-invoice is of great importance in sales

ambitions, this allows to have a vision of the cost vs. cost.
In the same way, it will allow us to measure good, bad or regular segments and help
to rethink sales mechanisms and potentialize the segments with the best billing
possibilities.

 REMUNERATION PROPOSAL. This factor is of vital importance in order to

reach the goals and objectives set during the month, this remuneration
proposal must have the following characteristics:

PROMOTION OF
REMUNERATION
$$$$$$$$$

FOR COMPLIANCE PERFORMANCE

OF BILLING COMPLIANCE
$$$$$$$$ $$$$$$$$$

FOR INCLUDING FOR RETENTION OF MINOR ORDER

NEW CLIENTS CUSTOMERS RETURNS
$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$
6- CONCLUSIONS

I. COMERCIALIZADORA AVN was created for the commercialization of food

products and the family basket (fruit pulp).

II. Our market is directed to strata 1, 2, 3 and 4

III. Our sales force directed: TAT, supermarkets, mini markets, greengrocers, market
places.

IV. Our main strategic objective is to achieve an annual return of 15%.

V. We want to achieve a business sustainability that allows us to generate

employment and have a profit for the growth of the company and its employees.

SAW. Our processes are governed and parameterized under the ISO 9001
Management and Quality standards.