Independent variables
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Controllable variables
- Product: Manufacturing times, supplies, people required, delivery times, production capacity and quality are investigated by the Cundinamarca Liquor Store. Price: With an analysis of unit and total costs that allows me to stay in the market and obtain a satisfactory profitability, contrasting them with those of my competition. Distribution: Talk to large Colombian chains and hypermarkets to quickly place the product on the market with Distribuciones Continental, for export and store-to-store sales with distribution channels that operate within and outside the country. Communication: It is controlled by McCann-Erickson with the assertive diffusion of my Nectar Brandy that allows me to position itself more and more every day, so information must be exchanged in real time between the Liquor Store of Cundinamarca, Continental Distributions and McCan-Erickson. An EGM is important to know where to communicate.
Uncontrollable variables
- Demand: Investigation by means of an EDI (Electronic Data Interchange) carried out by Continental Distributions that allows me to observe by hypermarket the volume of daily sales in real time, in terms of stores or bars each week by level of sales. Regarding exports by volume of product shipped. Competition: A market research that is not in-house, carried out by a company specialized in this field that allows me to know the trends of the competition, their participation contrasting it with my participation and through EDI also obtain information from them in real time. Technology: Regarding the Liquor Store of Cundinamarca, technological advances that allow me to improve my productivity and stay at the forefront of the industry with the best quality standards. Now, on the side of Continental Distributions the new distribution and marketing trends, and in advertising investigated by McCann-Erickson the new technologies. Economic Social Environment: With the marketing department of the three companies involved, analyze for each one of the opportunities and threats that arise in the market, using all possible sources of information.
Dependent variables
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Market response
- Knowledge: Positioning of the Nectar Brandy as the best in this line of spirits, making it known more and more, can be participating in events as a sponsor or sponsor. McCann-Erickson performs a top of mind in this regard, to observe the level of recall of the market for the Nectar Brandy. Opinion: Carry out a market research to my clearly defined target on the opinion and concept they have about the traditional Nectar and blue brandy, carried out jointly by Distribuciones Continental and McCann-Erickson. It can be done in places of consumption, points of sale or in places near bars where the highest sales rate is present. Motivation: Because it is brandy, it is complicated since it is detrimental to health, but carrying out market research that determines the actions of my clients towards my product, my competition, analyzing their other attitudes towards the market, obtaining the information that motivates my client to encourage him more to consume Aguardiente Nectar. In conclusion, it motivates my client to consume and what else does he expect from the product I offer him. Action: A market research analyzing trends that determine the actions of my target against my product and that of the competition in order to act to improve my weaknesses.
Impact on the company
- Sales: Analyze the volume of sales for weeks and certain periods that allow me to know in the year in which time it suffers a little stagnation to stimulate it and the peak of sales to obtain more profits. Participation: A market research that determines my participation in the market against the entire brandy industry in Colombia and in the countries that I export. Image: Through a top of mind to analyze the level of recall and market research that gives me an opinion about my product and that of the entire brandy industry in Colombia and in the countries to which I export. Benefit: A market research that allows me to assess customer satisfaction, which is what determines it, but as it is an alcoholic beverage, you must investigate very carefully in this regard.
