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Archive for the ‘Largest consumers’ Category

In Latin America, Chile is one of the largest consumers. In total, according to a report by international consultancy Euro monitor, between 2003 and 2008, the Chilean ice cream industry has grown from 56.6% to move $ 535 million in 2008, about $ 33 million more than the previous year.

Given this present situation in the country, the Chilean market for the Company Noncommittal is an alternative real emergence or positioning and strategic plan for positioning is crucial.

One of the factors in order to meet strategic positioning is that we need to improve infrastructure to strengthen the production, especially the variant, Lima Sigh increasing it, to have the necessary stock and meet market demand, which can also impact in the price, using also the fact that the company is a producer of milk, the main component in the manufacture of ice cream and the experience of this in the preservation of dairy products and refrigerated.

The above mentioned is important to grow and be part of the cake ice cream consumption in the domestic market (U.S. $ 535 million in 2008).

The stated goal, according to the target, get a market share of 22% in 3 years, maintaining a growth rate of 15%.

For positioning the product in the domestic market, it is important television advertising in the appropriate time, in addition to Internet communication-related products, highlighting the frozen dessert Lima Sigh, a product that is in the mind of every housewife.

We must seize the advantage of milk products, which is important for making gelato.

The beginning of the strategic plan has to be in negotiations with the supermarkets in the country (Leader, Jumbo, Santa Isabel), who through them can be established in the market the promotional item. This will make our marketing program is directed to a market segment that is the supermarket customer (housewife), which finally evaluate our work as a result of this operation we hope to meet.

Recommendations

1.-In order to position the Loncomilla frozen dessert in the Chilean market, it is necessary to have a strategic marketing plan and be monitored by senior management also has to be evaluated at a specific time to meet their objectives and be corrected if applicable.

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