Plan de marketing agua mineral

MARKETING PLAN

AGUA MINERAL BE

INTRODUCTION

COMPANY DEFINITION

1. SITUATION ANALYSIS.

1.1 MACRO ENVIRONMENT

1.1.1 DEMOGRAPHICAL

1.1.2 ECONOMICAL

1.1.3 ECOLOGICAL AND GEOGRAPHICAL

1.1.4 TECNOLOGICAL

1.1.5 POLITICAL

1.1.6 CULTURAL

1.1.7 LEGAL ASPECTS

1.1.8 INTERNATIONAL ASPECTS

1.2 MICRO ENVIRONMENT

1.2.1 MARKETS

1.2.2 COMPETITION

1.2.3 SUPPLIERS

1.2.4 FINAL CONSUMER

1.2.5 INTERMEDIARY BUYERS

1.2.6 PRODUCT AND BRAND

2. EXTERNAL ANALYSIS.

2.1 OPPORTUNITIES

2.2 THREATS

3. INTERNAL ANALYSIS OF THE COMPANY

3.1 STRENGTHS

3.2 WEAKNESSES

4. STRATEGY PLANNIG

4.1 MARKET GOALS

4.1.1 SELLS (UNITY AND $)

4.1.2 PARTICIPATION

4.2 STRATEGIES

4,3 SELECTION OF THE TARGET SEGMENT

4.4 POSITIONNIG

5. MARKETING MIX

5.1 PRODUCT

5.2 PRICE

5.3 BRAND

5.4 COMMUNICATION

5.5 DISTRIBUTION CHAIN

5.6 SELLS

5.7 RESEARCH MARKETING

INTRODUCTION

In a modern world that is increasingly concerned about the environment as the need to make viable products not only economically but also contribute to environmental conservation.

In research conducted found "Agua Mineral Be", Colombian company belonging to the beverage sector founded in 2007 that is dedicated to the extraction, bottling and commercialization of Colombian mineral water, born on the Andes Mountains. In fact, its high purity and functionality characterize the brand bringing additional benefits to its consumers due to its mineral composition, trace elements and electrolytes.

COMPANY DEFINITION

Mission

Agua Mineral Be is a Colombian company responsible for natural resources in the country which offers its customers the highest quality bottled water and the best service.

Vision

Agua Mineral Be will be recognized as the first high-quality mineral water in the National Market offering a product with international standards, then takes hold in global markets as a product highly recognized Colombian mineral properties and quality.

Values

• Provide a high quality and purity ensures the absence of chemicals and contaminants that could interfere with the healthy development.

• Social responsibility with the social conditions of the area, create jobs and awareness in people about the importance of maintaining a stable ecosystem.

• Being responsible with de environmental preservation.

• Innovation customer service.

History

BE is a Colombian company of the food and beverage industry founded in 2007, dedicated to the extraction, bottling and marketing of mineral water produced in Colombia.

The marketing process is carried out at its headquarters in the city of Bogotá; while the bottling process and extraction is performed directly at the source allowing the water is free of contaminants.

In these 5 years have worried about perfecting it product, developing designs that make it even more attractive and friendly for consumers and clients. It has also been concerned about acquiring certifications at national and international levels that allow it to show to the consumer how good is the product quality and also give it a competitive advantage in exporting.

Currently the Manager is in search of a partner to inject capital into the company, and that allows invest in advertising and marketing to realize how improving the brand and how positioning better in the market. It also wants to break frontiers and enter in new markets.

1. SITUATION ANALYSIS

According to the analysis found that the industry in is the production and distribution of mineral water. This is to make an analysis of the political, economic, social and institutional development in order to relate the advantages and disadvantages of environment to carry out the activity.

1.1 MACRO ENVIRONMENT

1.1.1 DEMOGRAPHICAL

* The offer is abundant in absolute terms, but in Colombia there is a serious problem of relative scarcity.

* In 32% of the country's water availability varies from highly deficient and normal rests in these areas 80% of the Colombian population and produces 75% of PIB.

* The water scarcity index reaches categories of medium, high, medium and high in about 14% of the municipalities of the country, areas that are home to approximately 61% of the Colombian population.

* If the demand increases and the offer decreases, assuming the absence of adequate measures of watershed conservation and wastewater treatment, over 19% of the country's municipalities could achieve a higher rate of shortage of 20% in the next 15 years.

* In Colombia an annual demand of 34.25 cubic miles recorded,

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