LOGISTICS AND INTERNATIONAL MARKETING

DELIVERY 2

LAURA NATALIA BELTRAN PINTO COD. 10023177

OSCAR JULIAN RAMOS COD. 100080542

YENNY ANDREA CORTES HERNANDEZ COD. 1821021184

JHON SANTOS ACEVEDO BRIÑEZ COD. 100034383

POLYTECHNIC UNIVERSITY INSTITUTION GRANCOLOMBIANO

SANDRA MILENA SIERRA CHICAS

GROUP B01
 BOGOTÁ, SEPTEMBER 21,

2021

1. Product: Fruit Pulp (Passion Fruit)

a. Fresh fruit subjected to extraction of peels and seeds. The shelf life is one

year, preserved under freezing.

2. Destination Country

a. ITALY.

Italy is a European country that is very characteristic for its variety of its

cuisine with delicacies, the mixture of envelopes and colors make it full of

options so that the palate of its inhabitants and visitors is very demanding.

There is a very popular classic dessert, which appeared in the 60s, Tiramisu

of Veneto Origin, currently there is a Tiramisu Passion Fruit or Parchita

Image 1. Dessert of Passion Fruit

3. Brand Proposal:
Brand Proposal

Labelled

Name Company: Pulpfrutta.

Brand: Passion Fruit (Maracuya)

Logo:

Image 2. Logo

Pulp: Traducción Pulpa En inglés.

Frutta: Traducción - Fruta en italiano (país a exportar)

Product (Passion Fruit Pulp)

Natural product, not diluted, neither concentrated, nor fermented, without preservatives,

obtained by the disintegration and sieving of the edible fraction of ripe, healthy and clean

passion fruit. Without preservatives, naturally free of fat and cholesterol, low in sodium, it

contains 100% fruit pulp.

• General presentation: Packed in a heavy-duty bag.

Image 3. Packaging presentation

Design of the packaging in which the fruit pulp will be sent

Specific presentation of the product for the public

Junior 250 grams: Aimed at commercial stores where the consumer can purchase the

product.

The general conditions of the product at the time of obtaining it are the following:

 Color: Characteristic of yellow passion fruit.

 seedless.

 Characteristic flavor. (Citrus).

 100% natural without preservatives.

 Storage: Fully frozen,

  Packed in high quality bags.

 On its label will be informed: Aval Ica, Specifications of passion fruit pulp.

Identification-lot-traceability.

Product attraction: 100% Natural, Used or used in: manufacture of juices, fruits, nectars,

lemonades, yogurt. Additionally it can be used in ice cream pastry products, cosmetic

creams, shampoo etc.

This pulp is made of a fruit considered exotic within the North American market and will

have a packaging design that differentiates it from the competition.

Based on the above, it is announced that passion fruit provides benefits to the body such as:

 High caloric value: It contains a high amount of carbohydrates so its caloric value

is very high. Carbohydrates or carbohydrates (sugars) are the base of our food

pyramid. Its main function is to provide the necessary energy; it is the "gasoline" of

the organism.

 Natural source of vitamins A and C: This is transformed when consumed into

vitamin A being used by our body. It is essential for the health of eyesight, skin,

hair, mucous membranes, bones and the immune system in general. Together with

vitamin C they strengthen the body greatly providing resistance to infections. This,

on the other hand, intervenes in the formation of red blood cells, collagen, bones

and teeth.

 Antioxidant.

 Natural source of minerals (potassium, phosphorus and magnesium).

Pound 500 grams: Aimed at

family consumption, it can be used to prepare up to three glasses of juice.

Kilo 1,000 grams: Aimed at hotels and restaurants.

Packing

Packaging features:

• It is an integrated 100% recyclable high resistance bag system.

• Increases the life of the product for up to 6 months, without refrigeration.

• 3-layer film, which mixes laminate application and transparency, with

pre-cut for product visibility.

• The packaging guaranteeing the conservation and quality of the product.

Packaging dimensions:

• 9 X 26 with a weight of 10 grams.

Nutritional information

It will be reflected on the back of its packaging.

• 250 gram size: 60 gram portion, contains approximately four servings. The

Main nutritional characteristics would be:

• Calcium 3%

• Iron 6%

• Vitamin C 11%

Serving sizes 1 glass (50 G)

 Image 5. Nutritional table

the nutritional table contains the characteristics of the product to be sent

4. Trade agreement with our destination country (Italy)

European Union

Signature: June 26, 2012

Valid: November 5, 2014

The trade agreement with the European Union defines clear and predictable rules of

the game for trade in goods and services and for investment flows. It allows greater

economic growth, job creation, and taking advantage of one of the largest and most

dynamic markets in the world, in which our competitors have or will soon have

preferential access.
Colombia decides to negotiate a commercial agreement with the European Union to

obtain a permanent and preferential commercial relationship, this allows

Colombian entrepreneurs to sell their goods and services without barriers in a wide

market in front of approximately 503 million inhabitants.

We could say that having a trade agreement with the European Union (EU) favors

us in the following aspects:

• The elimination of the barriers that limit Colombia's greater participation in the

market of a key player in the world economy.

• The reduction and elimination of tariffs and non-tariff barriers to Colombian

exports to make our industrial and agricultural products more competitive.

• A level playing field for Colombian companies compared to their competitors

from countries such as Mexico, Chile and, soon, the Central American countries,

which benefit from the preferential market.

• Better access for Colombian service providers in the first world market.

• Predictable environment for the largest productive investments.

• Lower prices and better options in goods and services.

Additionally, we could highlight that our companies and consumers will also

benefit from the gradual elimination of tariffs in Colombia for the importation of

raw materials, inputs, intermediate goods, as well as final consumer goods.

Entering into our product, which is fruit pulp (PASSION FRUIT), we could take

advantage of this agreement since they will benefit from immediate duty-free

access. Regarding the rules of origin, fruits and vegetables have to be totally
 obtained, and for fruit and

vegetable preparations 50% of them will have to be originating. Therefore this

agreement for our product favors us.

5. Justification of the product and country chosen based on market research.

- Passion fruit as we know is an exotic fruit and which is not classified as a basic

fruit, within its advantages we find price stability in the market since being a

product which can be preserved for a long period of time in freezing (-20 degrees

Celsius) avoids health and logistical problems and provides several benefits by not

having preservatives maintaining the flavor and nutritional characteristics of the

fruit of the one that is extracted.

We chose Italy as a country because being a member of the European Union this

has a wide economic sector (Transport, hospitality and publicadministration) as

well as industrial activity which is the main engineof Italian development, we have

seen a setback in agricultural production which does not supply the food demand of

the population seeing here an opportunity, Italy imported 49,662 metric tons(MT)

in 2014 of frozen pulp corresponding to $116 million .

The main suppliers were the Netherlands, Ukraine, Portugal. Lithuania and

Bulgaria quoting in the Italian market US $ 2.08 per Kilogram showing a

fluctuating trend in prices, the distribution circuit that connects the producing

companies with the points of sale of the Food Service has great relevance the figure
of the WHOLESALE

DISTRIBUTOR which is responsible for distributing this product to local stores

and others.

Italy has large seaports (Genova-Spezia- Livorno) and airports which represent

great ease of access for imported products, in the case of perishable to the

European Union maritime transport in undoubtedly the regular use, however

for the fulfillment of delivery times air transport is considered where you

must choose a cargo agent with experience and with a sufficient

infrastructure that offers in an Integrated way gral the logistics and transport

of the product from the producer's warehouse to the port of destination.

Distribution Channel Italy ( Foreign products)

 Image 6. Illustration

Distribution Channel Italy

Illustration Distribution Channel Italy

6. Distribution channels

As part of the business, it is necessary to take into account several factors that will impact

the company due to the significant expenses that may be incurred to comply with the

contracts already agreed and signed. Air transport has a much higher cost, but allows cargo

to be delivered much faster to its destination, without having to sacrifice product quality for

lower costs during logistics processes,

A more economical way can be by sea

but the only route and the shortest can take up to 33 days and is from Buenaventura to

Balboa. Not counting the Customs times that can take up to 11 days.

Image 7. Travel from Colombia to Italy Air Routes

For this business it is necessary to take into account the quality of the product at the time of

delivery to its buyers, that is why, being a perishable and high quality product, commercial

agreements are made with companies such as eurosender companies dedicated to the
transport of cargo between Colombia

and Italy, who with a Mixed mode service, collect the merchandise will be taken to the

Airport in company Pallets and at the destination Airport it will be received by another

vehicle that will take it and deliver it to its recipient, it is necessary to clarify that There is

another factor that is customs and merchandise release, when these movements are made

from the airports they are more agile, giving more value to the product and the

nationalization services.

We can find an economic rate of 92.21 euros, the cargo collected in Bogotá and delivered

to any of the airports in Italy. Opening the possibility that it is load consolidation or shared,

which reduces costs a little more.

We can find services such as Express Shipping that will deliver to your destination within

24/72 hours worldwide.

Because it is a country that is a member of the European Union, they will not cancel taxes

because they are within the free trade agreements.

PROMOTION STRATEGY

In order to be able to carry out a correct commercialization within the Italian market we

have to enter with a brand that already exists a company that is already a fruit marketer then

there we enter with the Apofruit company which is dedicated to the production and

commercialization of fruit in different presentations, through This company we enter as a

brand to innovate the market since they already know the objective, and in addition to this

they know the main points of commercialization initially according to the market

segmentation this product will be sold in the summer, autumn and spring times applies to
people from 5 years and older, it is focused

on the consumption of natural products in order to preserve life and increase vitamins in the

Italian population, in addition to this the value is affordable for average families and with

an existing brand there is quality assurance and distribution, promotion is the variety of

benefits that passion fruit has since it is quite wide and it has many facilities of preparation,

innovation in culinary and also creation of new lifestyles.

Image 8. Distribution company in Italy (Apofruit)

BIBLIOGRAPHY
- Blog farmacia Rivera,(February 18, 2020),Benefits of passion fruit

( https://farmaciaribera.es/blog/16-beneficios-de-la-maracuya/ )

- - Frozen Pulp Market, Government of reconciliation and United National

(https://www.mific.gob. ni/Portals/0/Docum
entos/FomentoExportacion/Ficha/Ficha%20Producto-Mercado%20Pulpa%20Congelada
%20-%20Italia.pdf?ver=2019-07-26-170150-587

- FROZEN PASSION FRUIT PULP TECHNICAL DATA SHEET, (September,

2014)

(https://irpcdn.multiscreensite.com/b4fb73a9/files/uploaded/FICHA%20TECNICA
%20PULPA%20DE%20MARACUY%C3%81%20CONGELADA.pdf )

- Universidad de la salle, (2009), Export Plan Exporter share plan for a company that
produces fruit pulp and fruit pulp Colombian sweetened to Palm Beach Florida
United

(https://ciencia.lasalle.edu.co/cgi/viewcontent.cgi?
article=2042&context=administracion_de_empresas )

- Aprofuit, Distribution company in Italy

(http://www.apofruit.it/it/il-gruppo-apofruit/apofruit-italia/apofruit-italia )

- Euro Sender, Air Freight and Merchandise Transport Service | Air cargo delivery
(https://www.eurosender.com/es/s/servicios/transporte-carga-aerea )

- The Republican, (OCTOBER 05, 2021), Customs processes can last up to 11 days
according to a report from the Dian

(https://www.larepublica.co/economia/procesos-aduaneros-pueden-llegar-a-durar-hasta-11-
dias-segun-informe-de-la-dian-2779119 )
- Mincomercio, Trade Agreement between the European Union, Colombia, Peru and
Ecuador
(https://www.tlc.gov.co/acuerdos/vigente/union-europea)

- Procolombia, (2013), Logistic profile of export to Italy

(https://procolombia .co/herramientas/pe
rfiles-logisticos-de-exportacion-por-pais/perfil-logistico-de-exportacion-italia)