Polar business and marketing analysis in venezuela

Business and marketing analysis of Polar in Venezuela

SITUATIONAL ANALYSIS

Currently the country is going through a great unstable economic crisis, but despite all this the great part of the Venezuelan population has the tradition of consuming beers, in our case we speak of the Zulia state, where the consumption of this is more because it is a very warm region, and the percentage of people who refresh their days by drinking alcoholic beverages is very high.

Empresas Polar, specifically Cervecería Modelo, CA, always aware of the needs of its customers, creates the new Polar ICE 330ml bottled beer for the public who wants and tastes of the Polar brand, offering a product with less alcohol and with a new image.

The new Polar ICE, is a drink that can be drunk, contains the same raw materials with which they make the traditional Polar dark beer and the same quality with which Empresas Polar CA produces its products for its distinguished public.

SWOT ANALYSIS

STRENGTHS

New Image 330ml (Third) New Product Quality of Companies Polar ISO 9000 Accessible price Less alcohol grade Two presentations (Returnable and / or Disposable) Positioned in the consumer's mind

OPPORTUNITIES

Wide and uncompetitive market Investment and production capacity (although it has been somewhat limited by the current situation in the country) Wide distribution channels and selling points at national and international level, which allows the consumer to have the product consumer due to the quality of the product compared to the competition It covers the new tastes of the target market It has an attractive Latin American image

WEAKNESSES

Low production Distribution channels may fail due to low production

THREATS

Paralyzed exchange market Economic crisis Problems to import raw materials from the US and Europe Exports brought by the government (Brazil, etc.) Cadivi - Currency Control Direct competitor Regional COOL, which is aimed at the same segment or target It can lower the quality of the product for not using raw materials imported from the countries that are used to it. That the product is not at an adequate temperature, because it would cause displeasure in the public.

SLOGAN

Polar ICE, and have a smooth ride

LIFECYCLE

Polar ICE beer is a beverage that is in a growth stage in the product life cycle, and has great acceptance in the market, meeting the demands of its target and wishing to maintain its position and Normal fleece has on the market.

POLAR ICE OBJECTIVES

To satisfy the needs of its clients To satisfy the palates To position itself in the market To be the refreshing drink par excellence of the Marabino people To conquer the national market To reach the international market as a strong competitor.

4P

PRODUCT

Polar ICE comes in a returnable bottle, known as the third of 330ml, with the same quality with which it has worked with its previous Polar Companies products, certified under ISO 9000.

PRICE

Polar ICE comes with a launch price of 400bs, very affordable for its target audience.

SQUARE

It is distributed nationwide

PROMOTION

Polar ICE has an appearance in the city of Maracaibo, through musical shows, promotions where glasses, caps and chemises will be given away to their loyal customers and thus these shows will be taken regionally, accompanied by great local bands to cheer up their public.

MEDIA STRATEGY

TARGET MARKET

DEMOGRAPHIC VARIABLE

Polar ICE is made for a public over 18 years of age, without distinction of sex, of any occupation or income. It is made for all types of public who want to taste a refreshing drink, and without less alcohol.

GEOGRAPHIC VARIABLE

Continue to maintain the image of the product in the city of Maracaibo, Zulia State, Venezuela.

PSYCHOGRAPHIC VARIABLE

Polar ICE is made for adventurous, happy, fun people who like to have a good time, and cool down with a lower alcohol beer.

USE OF THE PRODUCT

a) Empresas Polar has a large customer base nationwide, who enjoy their product for its ability to refresh, the taste, its accessibility and without forgetting its quality.

b) Its use is varied: in meetings, parties, events, discos, etc.

The target market is made up of young and contemporary men and women between the ages of 18 and up, who like a refreshing drink that contains less alcohol and, above all, who like a rumba to have a smooth time.

MEDIA OBJECTIVES

1. Effectively reach the target audience with the message about Polar ICE

2. Achieve effective coverage of the city of Maracaibo

3. Stimulate the target audience through a high frequency of messages in the selected media

4. Make an effective combination of mass media, to spread the message to the target audience

5. Achieve an effective combination of frequency, scope and coverage of the message over a period of 03 months

TARGET

Contemporary young-adult segment, without gender preference, over 18 years of age, beer consumers who feel identified with the media: magazine, cinema and billboards, located in the state of Zulia, specifically in the city of Maracaibo.

JUSTIFICATION OF MEDIA

Due to the legal restrictions established in the country that regulates the advertising and promotion of controlled products, such as: alcoholic beverages and cigarettes, in the audiovisual media, and mass print, we refer to using billboards, television (closed circuit) and cinema, since they are the permitted means for the advertising and promotion of these products.

The magazine is also another medium that we could use for this campaign, but due to the budget obtained we will limit ourselves to the three mentioned above.

MEDIA PLAN

END: To project Polar ICE, making known all the benefits and taxes, thus consolidating its image as one of the best refreshing drinks, with a lower alcohol content.

DURATION: 03 months, from July 07 to September 30.

CONCENTRATION: Zulia State, specifically in the city of Maracaibo.

- Closed Circuit: Netuno

- Objective: Reach the young target from the comfort of your home

- Benefit: Ensures the reach of the selected target

- Action Plan: 05 Spots per channel.

Channels: FOX, SONY, CNN and ESPN

Hours: Night 5pm to 12am

MOVIE THEATER

- Objective: Reach the target segment, which has the entertainment of going to the movies

- Benefit: Visually and dynamically transmits the characteristics and attributes that the product offers

- Action plan:

CINEX

Doral Mall 7:30 pm

UNITED CINEMAS

South center 7:30 pm

JULY

Monday 07, Tuesday 08, Thursday 10

Monday 14, Tuesday 15, Thursday 17

Monday 21, Tuesday 22, Thursday 24

Monday 28, Tuesday 29, Thursday 31

AUGUST

Monday 04, Tuesday 05, Thursday 07

Monday 11, Tuesday 12, Thursday 14

Monday 18, Tuesday 19, Thursday 21

Monday 25, Tuesday 26, Thursday 28

SEPTEMBER

Monday 01, Tuesday 02, Thursday 04

Monday 08, Tuesday 09, Thursday 11

Monday 15, Tuesday 16, Thursday 18

Monday 29, Tuesday 30

FENCE

- Objective: Maintain the level of remembrance, through the redundancy of the campaign message

- Benefit: By locating them at strategic points, we would be ensuring a significant reach and penetration of the target audience

- Action Plan: - Circuit: 10 Standard

- Period: 03 Months (July-August-September)

- End: Cover strategic points in the city of Maracaibo, ensuring a significant reach of penetration in the target market.

- Production: 10 Posters

GUIDELINES DISPLAYED

GUIDELINES DISPLAYED FROM JULY

one

two

eleven

fifteen

twenty

twenty-one

2. 3

Movie theater

Fence

GUIDELINE DISPLAYED AUGUST

one

two

eleven

fifteen

twenty

twenty-one

2. 3

Movie theater

Fence

GUIDELINES DISPLAYED FOR SEPTEMBER

one

two

eleven

fifteen

twenty

twenty-one

2. 3

Movie theater

Fence

BUDGET

Wedge 30 ”
Channels: FOX - CNN - SONY - ESPN.
Number of Spots per channel: 5
Period: 3 months.
Hours: 5 PM - 12 AM.
Cost of each Spots:	16,200, ⁰⁰ Bs.
20 daily Spots X 90 days (3 months)	1800 spots in total	1,800 X 16,200, ⁰⁰ Bs.
		29,160,000, ⁰⁰ Bs.
Production cost	5.000.000, ⁰⁰ Bs.	5.000.000, ⁰⁰ Bs.
	Subtotal:	34,160,000, ⁰⁰ Bs.
	VAT (16%)	5,465,600, ⁰⁰ Bs.
	TOTAL:	39625600, ⁰⁰ Bs

CINEMA: Cines Unidos and Doral Center Mall.

20 "wedge
Number of rooms: 14.
Number of Spots per room: 1
Days of the week: 3 (Monday, Tuesday and Thursday)	36 days total
Insertion Cost	250,000, ⁰⁰ Bs .
	250,000, ⁰⁰ B X 14 rooms =	3.500.000, ⁰⁰ Bs.
	250,000, ⁰⁰ B X 36 days	9,000,000, ⁰⁰ Bs.
Production cost:	9,883,600, ⁰⁰ Bs.	9,883,600, ⁰⁰ Bs.
	Subtotal	22,383,600, ⁰⁰ Bs.
	VAT (16%)	3,040,000, ⁰⁰ Bs.
	TOTAL	25,423,600, ⁰⁰ Bs.

FENCES: Vanal, CA

10 standard billboards	450,000, ⁰⁰ Bs. X 10	4,500,000, ⁰⁰ Bs.
Period: 3 months	13,500,000, ⁰⁰ Bs.	13,500,000, ⁰⁰ Bs.
Insertion cost ^c / _u	1,204,000, ⁰⁰ Bs. X 10	12,040,000, ⁰⁰ Bs.
Cost of Art	90,000, ⁰⁰ Bs.	90,000.00
	Subtotal	30130000, ⁰⁰ Bs
	VAT (16%)	4,820,000, ⁰⁰ Bs.
	TOTAL	34,950,000, ⁰⁰ Bs.