Formulación de un plan de mercadeo para el café A’ew
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Date
2021-11
Authors
Grajales Díaz, Jenny Alejandra
Advisors
Zapata Gómez, Ligia Liliana
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
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Abstract
En el mercado actual colombiano se evidencia varias marcas de café especial – ecológico – orgánico de buena calidad pero con poca comercialización, esto se debe a los bajos precios que
encuentra el consumidor local con los café tipo mezcla y por tal motivo los esfuerzos que se han
realizado para estimular el consumo del café puro colombiano no se alcanzan a ver reflejados en la
rotación de estos productos en los puntos de venta. Por tal motivo, al igual que otras marca A’ewe
ha canalizado su operatividad para exportar un café producido por campesinos e indígenas del Cauca
generando una pronta comercialización del producto garantizando los ingresos para las familias
productoras. Sin embargo, el presente trabajo se plantea con el objetivo de diseñar un plan de
mercadeo para el café especial agroecológico A’ewe con la finalidad posicionar el producto en el
Valle de Aburrá, donde mediante el análisis interno actual de la marca con el correspondiente
estudio de la competencia y la aplicación de una encuesta a las tiendas orgánicas, gourmet, naturistas y vegetarianas se logra evidenciar que el producto no tiene acogida en este tipo de tiendas minoristas que concluyen que al ser un producto de alta categoría no tiene fácil salida al mercado.
Por lo tanto se proyecta la instalación de una tienda express que pueda incentivar el consumo del producto local ya preparado conquistando el mercado con la calidad, el sabor del producto y concientizando a la comunidad sobre el consumo saludable para realizar un aporte al medio ambiente.
In the current colombian market there are several brands of special - ecological - organic coffee of good quality but with little commercialization, this is due to the low prices that the local consumer finds with mixed type coffee and for this reason the efforts that have been made carried out to stimulate the consumption of colombian pure coffee are not reflected in the rotation of these products at the points of sale. For this reason, like other brands, A’ewe has channeled its operations to export coffee produced by peasants and indigenous people from Cauca, generating a prompt commercialization of the product, guaranteeing income for the producing families. However, the present work is proposed with the objective of designing a marketing plan for the special agroecological coffee A'ewe in order to position the product in the Valle de Aburrá, where through the current internal analysis of the brand with the corresponding study fom the competition and the application of a survey to organic, gourmet, health food and vegetarian stores, it is possible to show that the product is not welcomed in these types of retail stores, which conclude that being a high-end product it does not have an easy market launch. Therefore, the installation of an express store is proposed that can encourage the consumption of the local product already prepared, conquering the market with the quality, the flavor of the product and raising awareness in the community about healthy consumption to make a contribution to the environment.
In the current colombian market there are several brands of special - ecological - organic coffee of good quality but with little commercialization, this is due to the low prices that the local consumer finds with mixed type coffee and for this reason the efforts that have been made carried out to stimulate the consumption of colombian pure coffee are not reflected in the rotation of these products at the points of sale. For this reason, like other brands, A’ewe has channeled its operations to export coffee produced by peasants and indigenous people from Cauca, generating a prompt commercialization of the product, guaranteeing income for the producing families. However, the present work is proposed with the objective of designing a marketing plan for the special agroecological coffee A'ewe in order to position the product in the Valle de Aburrá, where through the current internal analysis of the brand with the corresponding study fom the competition and the application of a survey to organic, gourmet, health food and vegetarian stores, it is possible to show that the product is not welcomed in these types of retail stores, which conclude that being a high-end product it does not have an easy market launch. Therefore, the installation of an express store is proposed that can encourage the consumption of the local product already prepared, conquering the market with the quality, the flavor of the product and raising awareness in the community about healthy consumption to make a contribution to the environment.
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Keywords
plan de mercadeo, café agroecológico, comercialización, posicionamiento, marketing plan, agroecological coffee, commercialization, positioning