Final Project First Delivery TRES CRUCES 11 27pm

June 24, 2017 | Autor: M. Carrillo Aburto | Categoría: Mercadeo
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Final Project "Tres Cruces"
Branding Final Project
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Members:Carrillo, MiriamChombo, BrendaCardoza, MelanieLeite, PedroMamani, IvonneMoggartoff, Jean FrancoMembers:Carrillo, MiriamChombo, BrendaCardoza, MelanieLeite, PedroMamani, IvonneMoggartoff, Jean FrancoTeacher: MBA Karlo Calle GonzalesTeacher: MBA Karlo Calle GonzalesBranding Final Project"Tres Cruces"Branding Final Project"Tres Cruces"

Members:
Carrillo, Miriam
Chombo, Brenda
Cardoza, Melanie
Leite, Pedro
Mamani, Ivonne
Moggartoff, Jean Franco
Members:
Carrillo, Miriam
Chombo, Brenda
Cardoza, Melanie
Leite, Pedro
Mamani, Ivonne
Moggartoff, Jean Franco
Teacher: MBA Karlo Calle Gonzales
Teacher: MBA Karlo Calle Gonzales
Branding Final Project
"Tres Cruces"
Branding Final Project
"Tres Cruces"

INDEX


I BUSINESS DESCRIPTION
Company´s Name………………………………………………………………………………..
Location…………………………………………………………………………………………..…
Social Responsibility (Internal and External)…………………………………………
Organizational Vision and Mission………………………………………………………
Institutional Values ……………………………………………………………………………
Organizational Aims & Objectives………………………………………………………...
Organizational Policies………………………………………………………………………
Company´s Brand Portafolio………………………………………………………………..

II EXTERNAL ANALYSIS– ACTUAL MARKET SITUATION
2.1. MICROENVIRONMENT
Detailed research of Direct and Indirect Competitors…………………..
Detailed research of Customers………………………………………………….
Detailed research of Suppliers…………………………………………………...
Detailed research of Supervising Government Institutions…………
IV. CONCLUSIONS AND RECOMMENDATIONS
V. APENDIXES
VIII. BIBLIOGRAPHY




CHAPTER 1: BUSINESS DESCRIPTION


I BUSINESS DESCRIPTION

Company´s Name
TRES CRUZES

Location
The beer brand, Tres Cruces, was born in Paucartambo, in Cuzco, and it is currently held by the AJEGROUP Company. This company, despite having its roots in Peru, is a multinational that has a holding in Spain and representation in 20 countries. The group also has manufacturing operations in: Bolivia, Brazil, Colombia, Costa Rica, Ecuador, Egypt, El Salvador, Guatemala, Honduras, Reunion Island, Mexico, Nicaragua, Nigeria, Panama, Venezuela, India, Indonesia, Thailand and Vietnam with two corporate headquarters are located in Peru and Spain.
 
Social Responsibility (Internal and External)
Regarding the internal Social Responsibility, the AJEGROUP tries to guarantee that the people who work for them are happy and motivated. In fact, in their webpage, we can see they state that they are well aware that their employees are a key component in their company and supports their engagement and progression within the company.
The external Social Responsibility is done by several activities development in many countries. In the Peruvian case, the brand opted to develop what was called the "Operación Pulp". It consisted in, with the students help, collecting tetra pack packages, recycling them and transforming them in school supplies.

Organizational Vision and Mission
Tres cruces have, as vision, the objective to demonstrate the greatness of Peru and spread it through out the world.
As mission, the company pretends to deliver to its consumers (segments AB) a premium beer with an awesome taste and made it the finest ingredients.

Institutional Values

ENTREPRENEUR
Entrepreneurship is in our DNA. Every effort is reflected in what we do and how we do it. Entrepreneurship makes us innovative in the world to see. Where others find a problem, we see an opportunity.


DREAMER
Ideas move the world. In AJE dream and we imagine a better world without limits, and that is why we believe in the dreamy people with whom together we can achieve to make our ideas a reality. We are a company that promotes the ideals, set goals and find the best way to make them happen. We have come far, but there is much more that remains to be discovered.

PASSION
We are a company that put energy, courage and enthusiasm in everything we do. We took our best to get well, to show our full potential. It's our way of being, living and feeling. This has caused deep passion we may be supported in difficult times, we face challenges without fear and that every day we wake up with the conviction to conquer the world beyond our thoughts.


CHALLENGER
Boldness has been a fundamental element in our history, if we had not been bold, we would not have gotten this far. Our job is to do what the rest considered impossible.
The audacity mark our goals and directs our actions, because we know that nothing is impossible.


BROTHERHOOD
In AJE we are all united by a common goal: "Prosperity for All". We know that the whole is greater than the sum of its parts. We value empathy and teamwork recognizing the importance of each member of the global family AJE.


Organizational Aims & Objectives

Our corporate purpose:

Inspire, grow and transform a world without limits
In AJE we believe in a larger world, where most people dream bigger; to go beyond?, enjoy the good things in life , and to grow and prosper together.

In AJE we want to realize this dream: BIGGER DREAM

As noted in the mission of the company, its objective is to maximize the consumer preference. To achieve this, AJEGROUP and its subsidiaries executed a business strategy directed toward major objectives:
Increase sales volume.
Extending the global market share.
Maximize cash flows in the long term.
Develop and generate business growth and hence the economic stability of their employees.
Consider the customer as if it were a department of the same company.

The corporation has no AJEGROUP objectives set out specific dimensions and fields of performance or not mentioned, rather they are both global.

Organizational Policies

Gonzalo Begazo, the vice president of administration of the company ensures that one of the keys to success and company policy is to enter markets with younger population. Also says the company 's policy to support entrepreneurship and operational efficiency allows them to have more competitive prices.

Company´s Brand Portafolio

Our flagship brand is BIG Cola and sold in all markets where it operates AJE . Our portfolio of brands is complemented by CIELO (purified water ) , CIFRUIT ( fruit drink ) , PULP ( juice), SPORADE ( sports drink ) VOLT ( energy drink ) and Cool Tea ( tea).

The AJE Group will strengthen the marketing of its beer brands Tres Cruces, Franca and Club.













CHAPTER 2: MARKETING ANALYTICS


II EXTERNAL ANALYSIS – ACTUAL MARKET SITUATION

2.1. Microenvironment

Detailed research of Direct and Indirect Competitors
"Tres Cruzes" is a beer manufacture by AJEGROUP and it is sell to the B and C segment of Peru and that has some connection with enjoying it with food. It has many direct competitors on the market such as Cusqueña, Pilsen Callao, Cerveza Cristal (as local brands) and Peroni, Heineken, Miller (for foreign brands).
Direct competitors: Most of the local production of beer in Peru is made by Backus SAC and they sell industrial beer options around the country with very strong preference from the consumers. The top 3 beers option by this competitor are: Cerveza Cusqueña, Pilsen Callao and Cerveza Cristal. Those brands represent most of the market share of consumption in the country and they try to position on the mind of the consumers by strong campaigns and years on the market. Cusqueña is the brand with the strongest brand equity of Backus since it is the one with more acceptance around the world and it is perceived as the most awarded of the beers made in Peru.
b
Another direct competitors is Ambev Company, which brings to Peru foreign beers such as Brahma, Budweiser, Lowenbrau and Corona. These beer brands are also well knowed brands around the world and have strong global campaigns, being Budweiser a very strong brand of beer during the last Fifa World Cup and Corona being a well extended beer on many restaurants and franchises in Peru.

Actually, Peru in increasing its entrance of foreign brand of beers, and many more options are now sold in restaurants, being Barbarian the most well-known craft beer in Lima. Also a tendency of craft beer consumption and appreciation is being growing during the last couple of years and many craft beer brands have been increasing its presence on supermarkets and bars of the capital.

Indirect competitors: On restaurants the indirect competitor for Tres Cruces beer is coctels and beverages. Many restaurants offers an extend menu on alcoholic drinks and those options can be more appealing for a dinner than a beer, especially if it is about the image perceived.

Detailed research of Customers

That beer is a premium product because its quality is primary attribute and gives to the consumer at social status.

Business (B2B, business to business)

Restaurants, bars, discos, will be made through agreements consumers

Costumers
People between 25 and 55 old NPAs belonging to socioeconomic levels A and B
All seniors with good income and you like beer

Currently Backus is the market leader as it has an 80 % followed by AmBev both are trademarks House of Brands so it containes different types of brands many of which compete with each other and on the other addressed, are to different types of consumers.





Detailed research of Suppliers

AJEGROUP industries, like all other soft drink bottlers are characterized by the use of a high percentage of imported inputs, like the entire industry.
Sugar, packaging and the essence represent 60% of total costs. Packaging and essence don´t have major problems of supply. However, in the case of some supplies, the sector has had problems because the quality produced locally was not suitable for the manufacture of beverages, so they had to look for foreign partners. The company has developed a close strategic relationship with its main suppliers of raw materials, enabling the continuous supply of production inputs. The company has completed the acquisition of modern technology to improve its processes and production lines, which will improve the quality of their products. The new acquisition of new machinery has been implemented mainly in its bottling plants located abroad, also has carried out a policy of redesign and renovation of machinery in some bottling plants located in Peru for all their products including the new one like Tres Cruces
There is a commitment from the directors of the group to develop a culture of continuous improvement in production processes, ensuring adequate support system in production. It is company policy also to keep their employees updated, so they designed a plan of continuous training workers and maintain specialized employees in different areas of the organization.
According to Jorge Vera, marketing manager of Tres Cruces in an interview to RPP Noticias, there are three components that make it hace an extraordinary consistency, flavor and fragance, these are:
Scarlett barley (of spring): Considered number one quality in Europe and the most consumed in Germany, Spain and France. The difference of this barley is the grain size, the specific weight, early maturity and fast drying
Brewer Gold hops
German yeast strains
Brewing wáter
AJE operates its plants using tools of the highest technology in the world , including systems management and quality practices as SMED (single minute exchange die ) , TPM (Total Productive Maintenance ), 5 S 's , Value Stream Mapping, waste minimization , Kaizen , effective monitoring , multidisciplinary teams , and solving problems at the source where weaknesses all of these tecniques are brought form foreign management schools and are applied to Tres Cruces like their other products

Their production process of Tres Cruces starts by choosing suppliers that guarantee not only continuity but quality of supplies. The buying decisions follows an strategic process and keeping always in mind cost optimizations. Their warehouse reachs quality standards of their supplies following ISO norms.
The supplies follow their structured value chain to reach their objectives, they optimize raw material use and use economies of scale producing in big amounts. All the supplies metionet before are boght from foreign partners if the cost doesn´t reach the standars that keep Aje working, so if national ones have competitive prices this may be used to produce their massive consume products. In the case of Tres Cruces, the concept that follows is the one of the high segment of beer consumers in our country so it is rational that most of the supplies like scarlett barley, brewer gold hops and German yeast strains are imported from countries with supplier with competitive prices and excellent quality.

Detailed research of Supervising Government Institutions

Presidency of the Council of Ministers
National Institute for the Defense of Competition and Protection of Intellectual Property (INDECOPI)

The National Institute for the Defense of Competition and Protection of Intellectual Property (INDECOPI) was created in November 1992 by the Decree Law No. 25868.

As Lounge will have the last Market Promotion and Protection of Consumer Rights. : It also encourages the Peruvian economy a loyal and honest competition, protecting all forms of intellectual property: from the logos and copyrights to patents and biotechnology.

INDECOPI is a public body attached to the Presidency Specialized Council of Ministers, with legal status of internal public law. Consequently, functional autonomy, technical, economic, budgetary and administrative (Legislative Decree No. 1033).

As a result m of their work in promoting the rules of fair and honest competition between agents of the Peruvian economy, INDECOPI is currently conceived as an entity in Services marked concern to promote a culture of quality para achieve the full satisfaction of its customers: Citizenship, employers and the state.

Institutional Mission
Foster the proper functioning of the market, to the benefit of citizens, consumers and businesses, through consumer protection, prevention and control practices that restrict free and fair competition, and protection of intellectual property.
Institutional Vision
That citizens, consumers and businesses will benefit from a market that operates without distortion, thanks to technology, proactive, timely, predictable and reliable work of Indecopi, it ensures an environment of free and fair competition in which respect the consumer rights and intellectual property rights.

Economy and Finance
Superintendency of Values Market
It is under the Ministry of Economy and Finance which aims to ensure the protection of investors specialized technical organization , efficiency and transparency of the markets under their supervision, the orderly pricing and dissemination of all information necessary for such purposes . It has legal personality of public law and enjoys functional, administrative , economic, technical and budgetary autonomy.

The functions of the institution are the following:
 
To dictate laws to regulate matters of market, product market and system of collective funds.
Monitor compliance with the laws of the market, market products and systems of collective funds by natural and legal persons involved in these markets. Natural or legal persons subject to supervision by the Superintendency of Banking, Insurance and Private Pension Fund Administrators (SBS) so are the SMV on issues that mean a share of the market under the supervision of the latter.
To promote and study the market, the product market and the system of collective funds.
 
It also corresponds to the SMV monitor compliance with international auditing standards by audit firms authorized by a school in Peru and accountants hired by the natural or legal persons subject to the supervision of the SMV in compliance under its competence, for which it can impart general provisions consistent with those international auditing standards and requiring them any information or documentation to verify such compliance.

Mission

Promote market transparency, efficiency and integral values to generate public confidence and contributes to economic and social development. of the country.

Vision
Protect investors and promote the development of markets, products and system of collective funds, through high international standards of regulation, supervision and guidance; with a dedicated and committed to excellence and the use of advanced equipment..

National Superintendency of Tax Administration (SUNAT)
SUNAT has as its primary purpose to manage the national government taxes and tax and non-tax concepts as they are given by law or according to the agency agreements concluded by providing the resources required for fiscal solvency and macroeconomic stability; ensuring the correct application of regulations governing the matter and fighting tax and customs offenses under its authority.
Also aims implementation, inspection and enforcement of customs policy in the country and the international movement of goods, people and conveyances, customs activities facilitating trade and ensuring the correct application of treaties and international agreements and other rules governing the matter.
It is also responsible for participating in the fight against illegal mining and drug trafficking, through the control and supervision of the entry, stay, transport or transfer and disposal of the products of mining, chemical inputs and machinery that can be used in illegal mining as well as the control and supervision of chemical inputs, products and their sub products or derivatives, machinery and equipment that can be used directly or indirectly in the manufacture of illicit drugs; and other purposes established by law.
Additionally, you must provide managed services to facilitate their compliance with tax, customs and other related to the functions performed by the SUNAT obligations and provide services to the general public within the scope of their competence.

The General Directorate of Environmental Health (DIGESA)
Is the normative technical organ in the aspects related to basic sanitation, occupational health, food hygiene, zoonoses and environment protection.

Features:
Propose and enforce national environmental health policy, to control pollutants and improve environmental conditions for the protection of the health of the population.
Articulate and coordinate plans, programs and environmental health projects
Set the rules of environmental health and monitor and evaluate their compliance
Conduct surveillance of environmental risks and planning of prevention and control
Promote awareness in society in environmental health, promoting their participation in the search for healthy environmental conditions conducive to protecting the health, self-control of environmental risks and the development of a better quality of life for people
Promote lifelong development of skills, abilities and knowledge of human resources in environmental health, in coordination with the Institute of Human Resource Development.
Develop applied research based on identified environmental risks.
Design, redesign and continuously improve the process of Environmental Health.
Participate in the National Committee of Codex Alimentarius and other that are formed in the area of competence.
Mission
DIGESA is the technical regulatory body responsible for formulating policies, regulate and monitor environmental health interventions, exercising stewardship national quality and efficiency through the surveillance, prevention and control of environmental risk factors that affect health and welfare, helping to improve individual and collective health of citizens.
Vision
Being a leader in the field of Environmental Health, leading policy, regulates and supervises the interventions in environmental health with excellence, recognized as having highly skilled, motivated, high ethical and moral value to help reduce the environmental risks.

MACROENVIRONMENT
2.3 General Environment
Social Environment
Economic Environment
Since the growing popularity of craft and imported beers, to the entry and exit of industrial producers, the Peruvian beer market has undergone major movements in recent years. Perhaps the most dramatic impact has been the increase of Excise Tax (ISC) on alcoholic drinks, which was implemented in July 2013. "The increase in the ISC definitely hit the market. There has been a decrease in sales, "says HE Antonio Maccera, division manager of Yichang wines and spirits distributor of Heineken beer.
The change imposed a Selective Consumption Tax (ISC) mixed: the amount greater of 30% of the selling price and S / .1.25 per liter is paid. This additional cost for companies is passed on to consumers and results in more expensive beer. This encourages the use of alternative spirits. The result is that consumers who preferred beer for its low price stop consuming it.
In a context of slowing, this effect is exacerbated and becomes almost impossible competition through prices. Both Aje as Ambev pushed for a strategy of low prices to compete with Backus, the market leader, but the tax has undermined the strategy. "Ambev may well join the National Beer Company, Cervesur and Aje group in the long list of companies who bet on beer and could not survive in Peru in recent years; although clearly some failed because of bad business decisions, "says HE Carlos Laboy, food and beverage analyst at HSBC for Latin America.
The effect on competition is also reflected in the possibility that new companies entering the Peruvian market. "The tax raises the cost of doing business which discourages risk-taking and makes it easier for capital to find better opportunities in other sectors or other countries," said Laboy.
The disincentive to invest in the beer business impacts on innovation in the sector, which has recently been channeled into craft beer producers. "The tax affects cash flow and complicates our investment, which is what allows us to do new projects, put a bar and have more competitive prices to continue growing," says HE Ignacio Schwalb, member of the craft brewing Barbarian.
The lower investment in innovation means fewer product choices for consumers. "We have not seen in the beer industry in Peru the same innovative activity by craft brewers in other countries. New craft brewers are starting to produce in Peru, but the effort is still small, "said Laboy.
Being a segment produced locally is often compared with the national industrial beer. Schwalb explains that this is a mistake. "There is distance in the price. Restaurants or shops in the profit margin is lower with our products -indicates the impresario. If these local Backus win 500%, 100% earn with us. It's not as profitable for them. "
The tax also affects companies that sell imported beer. "As a base price for calculating the ISC mark the sales value of the supermarket because she was the channel where they are vendía-. That limits the promotion on another channel because the ISC will be the same as the self, which is more expensive, "says Antonio Maccera, Yichang. This makes it even more expensive imported beers, which are forced to market their products as premium to justify their prices to consumers. "The tax has made to reduce our distribution platform -indicates the impresario. We were with the modern channel because it is the largest consumer Heineken beer. "
Political Environment
Technological Environment
Ecological Environment
2.4 Michael Porter´s 5 Forces Industry Analysis
2.5 Establishment of Opportunities and Threats.



III BUSINESS INTERNAL ANALYSIS
Business Resources(Tangibles, Intangibles, Human and Financial)
Establishment of Strengths and Weaknesses



STRATEGIC MARKETING

IV STRATEGIC ANALYSIS & DESIGN
Identified Segments and Targeting.
Market Coverage.
Strategic Selection
Corporate Strategies
Competitive Strategies
Defensive Strategies, etc
Sales, Profits & Customer Flow Calculation.

BRAND MANAGEMENT
V MARKETING MIX
5.1 PRODUCT – BRAND ANALYSIS
5.1.1 Levels of Product
5.1.2 Actual and New Product Design
5.1.3 Actual and New Product Brand Equity (Aaker´s Model & Brand Asset Valuator)
5.1.4 Actual and New Product Brand Identity (Aaker´s Brand Identity System, Identity Prism Kapferer)
5.1.5 Actual and New Product Brand Strategies (Brand Positioning, Value Propositions, Brand Leverage).
5.1.6 Actual and New Product Brand Architecture
5.1.7 Actual and New Product Brand Positioning
5.1.7.1 Value Proposition
5.1.7.2 Positioning Strategies
5.1.7.3 Differentiation Strategies


BIBLIOGRAPHY
http://es.scribd.com/doc/16304462/TRABAJO-FINAL-DE-AJEGROUP#scribd
http://peru21.pe/economia/gonzalo-begazo-cliente-centro-todo-2195939
http://www.ajegroup.com/es/media-2/press-information-2/
http://gestion.pe/noticia/1347413/cerveza-tres-cruces-empieza-exportarse-eeuu
http://gestion.pe/noticia/1366396/tres-cruces-apunta-al-20-sector-premium-cervezas
http://gestion.pe/noticia/1302116/tres-cruces-planea-llegar-diez-mercados-este-ano
http://gestion.pe/empresas/hijos-peruanos-lupulo-2086859



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