Iberian Marketing Analysis
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ScribdTranslationsIberian Marketing Analysis
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ScribdTranslationsTECHNOLOGICAL UNIVERSITY OF PERU AREQUIPA
BRANCH
TOPIC: MARKETING PLAN
TEACHER: OLINDA MARCELA MEDINA MALAGA
MEMBERS:
SOTO ARISACA CINTHYA NOEMI U19309334
MIO SANCHEZ MIGUEL ANGEL U20222507
JOSÉ GABRIEL MEDINA CHAPARRO U17205891
YEAR 2021
1.1. Executive Summary
La Ibérica S chocolate factory. TO.
It was founded in 1909 by Juan Vidaurrázaga Menchaca of Spanish
nationality.
I combine Peruvian cocoa with European recipes, in order to achieve a
high quality and good tasting product.
The first product it introduced was cup chocolate, later milk and fondant
chocolates for bars and tablets, and later fine chocolate bonbons with
exquisite fillings.
Some time later the product line was expanded with the sale of marzipan,
then the toffee lines were developed. Later, chocolate figures were
made.
Today it has a modern factory located in the Arequipa Industrial Park and
has exclusive stores located in strategic areas of Arequipa, Lima and
main cities in the country, as well as a wide commercial network of retail
stores that allow it to cover the attention of its growing market.
1.2. Environment analysis Internal environment
Strengths:
• High quality of products.
• Be in the top of mind of chocolate brands in Arequipa.
• It has a large number of sales outlets.
• It has high technology for processes that reduce costs.
• It has more than 100 years of tradition and quality, therefore, it is
supported by experience and recognition.
• It has a good prestige.
Weaknesses:
• Little advertising.
• High costs due to manual production of products (e.g. packaging in
some products, masapan).
• Workers strikes.
• Lack of knowledge of the nutritional values of chocolate.
External environment
Threats:
• High existence of substitute products.
• Prices related to competition.
• Increase in the exchange rate, this increases costs since 15% of
the inputs are imported.
• Reduction in cocoa production
Opportunities:
• Growth in the consumption of good quality chocolates in Peru.
• Agreements with the company that accredits our brand.
• Exportation of products to new international and national markets
(north).
• Good competitive position, which allows you to enter new markets.
1.3. Target audiences
• Families with socioeconomic level A and B.
• National and international tourists
1.4. Market positioning
Today the family business, considered the creator of the best chocolate in
Peru, has an extensive commercial network that allows it to cover its
constant growth in the market. There are a total of 36 points of sale that it
manages in the country.
" La Ibérica maintains the same passion and offers the quality of a
traditional brand, delighting its demanding consumers through the magic
of its unique flavor," says La Ibérica from its website.
Arequipa represents 53% of its total turnover, Lima 41%, and the
remaining 6% is distributed among the other provinces, in 2015 it
achieved a growth of 24%
IBERICA chocolates are products that are aimed at the entire population
that wants to consume them: children, young people, adults and the
elderly; of different social classes.
It has national and international recognitions with which it has been
awarded. Among them, the "Gold Medal" at the Rome Exhibition in 1927
and the "Honor for Industrial Merit" from the National Society of Industries
of Peru stands out.
1.5. Brand
Prepared by: brand identity for Aaker (2005)
Chocolates IBERICA has a clear positioning in the Arequipeño market
especially for its flavor (37%), quality (24%) and origin (22%).
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
“ Brand identity for Aaker (2005) is a set of associations that are
intended to be created or maintained in the consumer's mind over time, it
represents the brand 's reason for being, it implies a promise from the
organization towards the customers."
Therefore, it would be understood that the La Ibérica chocolate brand is
directly related by its consumers to quality and flavor.
54.2% of the interviewed population thinks that the IBERICA brand has a
unique and distinct taste
RATING THE PERSONALITY OF THE LA IBÉRICA BRAND
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
The La Ibérica brand is unique and different, which gives it a distinctive
and lasting feature, which positions it as a unique brand within the product
category in which it is located, resulting in the brand being easily
remembered and recognized by consumers.
47.9% of the population indicated that they relate it to tradition, 29.7% to
the trait of trust
TRAITS OF AREQUIPA THAT THE CONSUMER OF THE AREQUIPA DISTRICT RELATES TO THE LA IBÉRICA BRAND
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
It is shown that consumers in the Arequipa district associate the La Ibérica
brand with tradition, due to the brand's history in Arequipa.
59.9% indicated feeling pleasure when consuming IBERICA chocolates
NEED THAT THE CONSUMER OF THE AREQUIPA DISTRICT SEEKS TO SATISFY WHEN PURCHASING LA IBÉRICA BRAND PRODUCTS
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
The majority of the Arequipa population seeks to satisfy themselves by
purchasing La Ibérica brand products, due to their quality and flavor.
58.2% of people who buy Chocolates la IBERICA, think about quality,
flavor and origin, and 71.5% do not need information and buy chocolates
from La Iberica
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
price, quality, flavor and origin, which shows that before choosing La
Ibérica among other chocolate brands, consumers establish what criteria
will determine their decision and how much weight they will have on it.
The criteria chosen will depend on the goal that the consumer seeks to
achieve at the time of decision-making.
55.9% of the population recommends IBERICA chocolates and they
recommend it, this would mean loyalty with the brand and the product.
POST-PURCHASE BEHAVIOR
Prepared by: Magda Edith Faya Rendón María del Carmen Laura
Amezquita Nina (2015)
1.6. Objectives and goals
1.6.1 Financial Objectives
• Sustained growth of 10% in recent years.
• 25% growth in sales in 2015 (50 million soles).
• Have a growth of no less than 10%.
• Close at the end of the year with profits of 3,450 million soles.
1.6.2 Marketing objectives
• The objective for the end of the year is to have a sales growth of
15% (57.5 million soles) although this projection is lower than that of
previous years, we have set this goal due to the slowdown that the
economy has had.
• Another objective of the company is to double, by the end of the
year, the sales of gourmet products (Chocolatier), which currently
represents 3% of the company's sales (1.5 million soles).
1.7. Marketing strategies
TARGET AUDIENCES:
- Families with socioeconomic level A and B.
- National and international tourists.
POSITIONING:
- Box of chocolates produced by La Ibérica.
PRODUCT LINE:
- Add a low-priced product for greater marketing
PRICE:
- Higher than the competition (freight, administrative)
DISTRIBUTION:
- Increase in supermarkets, malls and medium-sized stores.
SALES FORCE:
- Increase it by 8% and introduce a national sales management system
1.7.2 Action Program
• La Ibérica will develop the Marketing Plan as detailed below:
• Announcement to the public of the launch of promotions for
National Holidays, Arequipa Anniversary, Christmas, Mother's
Day and Father's Day.
• Advertising for high priced lines as superior products within
the same company.
• Launch and press announcement of the renewed design in the
presentation of the products.
• Greater control of price conditions in distributors to unify
prices for the consumer.
• Incentive and motivation of internal staff for a better work
environment.
