Juices Santál Vs. Ladóm Juices
The products taken for the study were the pear juices from Santál and Ladóm in their 250 ml presentation. Below we detail the characteristics found in each of them:
Nutritional content
| Ingredients: |
Juices Santál |
Ladom juices |
| Package Contents |
250 ml |
250 ml |
| Calories |
160 |
120 |
| Carbohydrates |
10% |
fifteen% |
| Dietary fiber |
12% |
3% |
| Sugar |
35 gr |
30 gr |
| Grease |
0% |
9 cal. per gr of fat |
| Pear pulp |
X |
|
| Pear Concentrate |
|
X |
| Authorized Colors |
X |
Packing
| Characteristics: |
Juices Santál |
Ladom juices |
| Tetra Pak |
X |
X |
| Aseptic |
X |
X |
| Recyclable |
X |
X |
| Due date |
X |
X |
| Industrial Registry |
X |
X |
| Health Register |
X |
X |
| Others: |
More attractive design |
Sherbet best design |
|
Better presentation |
Poor quality presentation |
|
|
Clear opening indication |
Best adhered sorbet |
|
|
Sorbet packaging + easy to open |
Product
|
Juices Santál |
Ladom juices |
|
Foreign |
Local |
|
More Natural Color |
Darker color |
|
More natural flavor |
Compote flavor |
|
Smoother taste |
Flavor more concentrated |
Name
|
Juices Santál |
Ladom juices |
|
Best known |
Confused by similarity with other brands, such as: Baldom and Heladom |
Marketing
Santál is a product with better positioning and recognized by all. This has a more aggressive advertising campaign with television, newspaper, radio, etc. advertisements, while Ladom Juices are few known as they lack participation in the media.
Ladom frequently resorts to using sales promotions such as 2 x 1 offers, etc., but it lacks more participation in distribution channels.
Conclusions
Our main suggestion is for Ladom as we consider the need for a name change. This based on the fact that each person surveyed (15 people in total), when mentioning Ladom, understood and / or was confused with Baldom products, the logo used is similar to that of Baldom. We must not forget how important the name of a product is to its success in the market.
Nine (09) of the surveyed people identified Santál for its flavor, without prior knowledge of the brands under study, which shows its high consumption.
Santál tastes more like pear, while Ladom is sold as a 100% natural product, when its ingredients include artificial colors. In addition, despite the fact that Santál has 5 grams more sugar compared to Ladom, it also has 9% more dietary fiber, which identifies it as a more natural product and adds an added value that is "Health "
The only lack found in the Santál product was the lack of adhesion of the sorbet to the packaging and the short size, since the Ladom product is better adhered and is longer, the latter allowing the extraction of the juice in a more comfortable way.
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