Proposal Packaging Design and Strategic Plan

PROPOSAL PACKAGING DESIGN AND STRATEGIC PLAN
1. IDENTIFICATION OF THE PRODUCT OR SERVICE

It is said that the body requires daily a minimum proportion of sweet, you can get to think of buying a
jam both for your nutritional benefit and also for a need that people are created to supply a craving,
This could lead to a market like is that of children since they are the most affected by the
consumption of sweets in their daily diet, which mothers control so their children do not consume too
many foods that could damage their growth and nutritional balance.
For those we have decided to offer a food that meets all the nutritional needs of a child but always
focusing on the children want to consume things that are totally pleasant to their consumption or
simply bring a good memory to buy them for its sweet taste which is what more like them.
The making of jams is still one of the most popular methods for the conservation of fruits. The
homemade jam has an excellent flavor that is much higher than that from a mass production. A true
jam should have a bright and attractive color, reflecting the color of the fruit itself. And this will be
ours; with pasty or gelatinous consistency, obtained by cooking and concentrating healthy pears,
suitably prepared, with the addition of sweeteners, and natural flavor.
2. SEGMENTATION OF THE MARKET ACCORDING TO THE PRODUCT

A systematic approach was made to the market in particular, with the purpose of guiding the
decision-making process, identifying the different segments that would facilitate the design of specific
marketing programs, since these studies and segmentation research show us the characteristics and
needs of the potential users of products and services in this way we advance considerably in our
product project "pear jam"”
After a rigorous study of market segmentation, we relied on an initial process of research in which,
through informal interviews and group dynamics, we were able to understand the motivations,
attitudes and behaviors of the different consumers taking into account our basic product "marmalade
de pear "Subsequently, based on the information obtained, we prepared a series of questions that
were administered to a sample of consumers to collect data and objectify the analysis, on topics such
as the following:
- Attributes and their level of importance.

- Ways of using the product.
- Attitudes toward the product and competing products.
- Demographic and psychographic factors of the interviewees
3. SPECIFIC CHARACTERISTICS OF THE PRODUCT OR SERVICE TO BE TAKEN INTO
ACCOUNT IN THE PACKAGING
It must present a bright color, smell and fresh taste. It must have gelled properly. For this it is
advisable to take a series of precautions, such as using healthy pears and in the appropriate degree
of maturity, cleaning them well of seeds, etc. The cooking should be done in the most appropriate
containers, the best are the iron pots with a thick bottom, on which a very soft heat source should be
applied homogeneously. As important as the preparation is an adequate packaging process and the
conservation of the product in dry, cool and dark places.
Description: The product to be made will be a compact jam of lasting flavor and color, people will be
so attracted that they will not even notice that they are fresh and naturally organic pears.
Size and Description: They will be characterized by packing in
transparent glass jars of 250gr each, they will also carry their respective
label with the logo of the company with the characteristics of each variety
and on the back will have the nutritional table that will explain in detail
what its components are for that people can see the nutritional quality
that the product brings to the diet of their children, and an aluminum lid
that will be adorned with a checkered fabric and a very striking ribbon
that will attract customers with their final presentation.
PRODUCT NAME
PEAR JAM
PRODUCT DESCRIPTION Pera marmalade is a product of gelatinous consistency

produced based on the pear fruit cultivated by Tibaná
farmers with water and sugar
Product made at the pear processing plant located in the

municipality of Tibaná - Boyacá Average temperature 17C
PLACE OF ELABORATION
° and m.s.n.m 450
Carbohydrates 60%
Fat-Lipids 0%
NUTRITIONAL COMPOSITION Protein 0,40%
Water 40%
Minerals 2%
Calories contributed by 100g 240%
Plastic container of 125g
PRESENTATION AND plastic container 250g
COMMERCIAL PACKAGING
Plastic container 500g
Green color
PHYSICAL CHARACTERISTICS Appearance: Tenuous

Taste: Slightly acid
Smell: similar to pear
Color: uniform and with a semi-viscous consistency
4. PROPOSAL OF THE PACKAGING DESIGN
4.1. Product description
Organic pears are produced in increasing numbers in our growing regions. Organic orchards adhere
to specific production and cultivation requirements. Organic pears are produced in accordance with
the strict USDA organic regulations that only allow approved substances for pest control and to
replenish soil nutrients. The Northwest of Tibaná is proud to be one of the largest organic pear
production regions of the department of Boyacá giving consumers another fresh option when buying
Organic Pear.
4.2. Labeled
Packaging and packaging of horticultural products must have the following information on the label:
 Identification: Name and address of the exporter or marketer
 Nature of the product
 Country of origin of the product
5. STRATEGIC PLAN THAT CPONTRIBUTES TO MARKET MANAGEMENT
5.1. Promotion
Among the promotion strategies we have the preparation of brochures and posters with the
necessary information about the benefits of the jam, highlighting its best taste compared to other
competitors, also leaflets with recipes where the jam is used to make desserts, salads etc.; we will
carry out tastings in supermarkets, shopping centers with the aim of making the product known to
consumers for the first time, participating in fairs and events and giving discounts and gifts to loyal
customers.Se realizará descuentos a los clientes de un 10% en la compra de la docena de
mermepera.
Offers: pay one and carry two
Gifts gift is given to customers who have bought the memepera. Like spheres, agendas, buttons with
the product logo.
5.2. Advertising
Tastings will be distributed that will consist of a biscuit with jam; These will be offered at the entrance
of the shopping center, supermarkets and around the market square and coffee shops.
Flyers related to the product will be distributed with the slogan of the mermepera.
Radio programs on the station and advertisements will be made
5.3. Sales strategies
With the aim of increasing sales, the company chooses to provide free additional services such as
tasting, product delivery, installation of the product, guarantees and return policies.
5.4. Positioning
To achieve a good positioning of the product that will be introduced in the local market, a fast
penetration strategy has been established, for this reason an affordable price will be offered to
consumers; also a strong promotion focused on awakening the emotions regarding the advantages of
the product aimed at the target market, that is to say, we want to achieve that the consumer
perceives that the pear jam is of an affordable price, with great content of nutritional and vitamin
benefits, cultivated and elaborated in Colombia, so a positioning by price and country brand with a
high sense of social responsibility will be used.

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PROPOSAL PACKAGING DESIGN AND STRATEGIC PLAN

1. IDENTIFICATION OF THE PRODUCT OR SERVICE

2. SEGMENTATION OF THE MARKET ACCORDING TO THE PRODUCT

- Attributes and their level of importance.

PRODUCT DESCRIPTION Pera marmalade is a product of gelatinous consistency

Product made at the pear processing plant located in the

PHYSICAL CHARACTERISTICS Appearance: Tenuous

Color: uniform and with a semi-viscous consistency

4. PROPOSAL OF THE PACKAGING DESIGN

4.1. Product description

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