SERVICIO NACIONAL DE APRENDIZAJE- SENA

TECNOLOGIA EN GESTION DE MERCADOS

PRESENTATION IN ENGLISH CHARACTERISTICS OF A PRODUCT

MENTHOL NIGHT

MAURICIO ANGEL MARTINEZ MOYA

QUIBDO-CHOCO
2018
 TABLE OF CONTENTS

1. IDENTIFICATION OF THE PRODUCT OR SERVICE…………………………3

2. MARKET SEGMENTATION …………….…………………………....................4
3.SPECIFIC CHARACTERISTICS OF THE PRODUCT………………...............5
4. PROPOSAL FOR PACKAGING OR PACKAGING DESIGN…………….…6, 7
5. NORMATIVIDAD THAT APPLIES TO SUGGESTED PACKAGING…………8
6. ARGUMENTS WHY CARRY OUT THE PROPOSAL………………............…9
7. STRATEGIC PLAN ...........…………..…………………………….....................10
8. CUSTOMER VIEWS.......................................................................................12
9. CONCLUSION………………………………………………..……………...........13
 PRODUCT IDENTIFICATION

The product that will be offered to the community is the sale of menthol called MENTHOL
NIGHT for the whole family, it is a natural product based on menthol, camphor and
eucalyptus oil, coconut oil (it can also be almond or olive oil), essential oil of rosemary,
cocoa butter among others is an easily absorbed product, comes in presentations of 50 and
100 gr. Product without any contraindication, in such a way that it meets all the expectations
of the community and that its commercial value is within reach of the general population. The
type of product is a consumer product intended for personal consumption in households.

MARKET SEGMENTATION

The company MENTHOL NIGHT directs its products to the whole family from children from 2
years old and up to the elderly. Aimed at the entire world population that are exposed to the
high concentration of pollution in the environment, causing recurrent common colds and
muscle aches in the population, also for extreme sports athletes offering soothing, anti-
inflammatory, analgesic, healing and antiseptic benefits. to stimulate general circulation,
ideal for use as a complement to muscle therapies, aromatherapies and others. We also
focus our products to health food stores, supermarkets, independent businesses and have
medical visitors among others.
 GEOGRAPHIC
VARIABLE GROUPS COMMON DIVISIONS
Region Applies to the entire Colombian region
Density Urban, Suburban and Rural
GEOGRAPHIC Weather Temperate, cold, tropical and mountainous

PSYCOGRAPHY
VARIABLE GROUPS COMMON DIVISIONS
social class Applies to all social classes
PSYCHOGRAPH lifestyles Applies to all people over 2 years who have
Y problems with colds and muscle aches

DEMOGRAPHY
VARIABLE GROUPS COMMON DIVISIONS
Education All educational level
Job All kinds of employees
DEMOGRAPHY Religion All religions without excluding any
Nationality Worldwide
Age From 2 years of age
Sex Masculino y femenino
Income All economic level

SPECIFIC CHARACTERISTICS OF THE PRODUCT

 MENTHOL NIGHT is a practical product to carry, keep in a cool place.

 Its period of duration is extended, approximately 3 years.
 Natural product NOT harmful to health, based on natural products.
 Do not administer in children under 2 years of age.
 Easy application causing a sensation of freshness helping the cold.
 It is a soothing, anti-inflammatory, analgesic, healing and antiseptic product.
 Frequently used product
 Of accessible use.

Consumer good:
As it is a frequently used product it can be obtained easily, to a very accessible conste in
several presentations for general benefit.

Design, size and shape:

It comes in presentation of a plastic container, this container is used for offering greater
resistance and protection to the product, it is easy to transport, easy to recycle. Its
presentation is light green gel leaves no greasy feeling, is easy to absorb and easy to
handle, there are two sizes of MENTHOL NIGHT 50 and 100gr.

Product benefits:
Benefits, Utility, Performance and Economy. This gel is full of many benefits as it brida to the
consumer a feeling of relaxation and freshness for its various active ingredients that has
100% natural. This product being in the introduction stage is easily accessible to achieve a
broad knowledge of its existence in the consumer market.

PROPOSAL FOR PACKAGING OR PACKAGING DESIGN

Presentation of the product: Brand: The name of the product to be launched in the market
will be called MENTHOL NIGHT

PACKAGING: Plastic PVC container will be handled because they offer greater resistance
and protection to the product, they are easy to recycle.

LA ETIQUETA:
 Brand label: Goes on the back of the product.
 Ingredients: Menthol, camphor and eucalyptus oil, coconut oil, almond oil or olive oil,
rosemary essential oil, cocoa butter.
 Uses: For the chest, neck, back and for people suffering musculoskeletal injuries.
 Topical ointment.
 Content: 30cc, 60cc and 100gr
 Due date: 3 years approximately.
 Price to the public: $ 2,500 $ 5,000 and $ 7,000 according to presentation
 Route of administration: Strictly cutaneous.
 Manufacturing company: MENTHOL NIGHT located at DG 21d # 54-56 el Bosque
Cartagena, Bolívar, Colombia Tel: 478-2388
 Lot.
 Barcode.
 LOGOTIPO:

ADVERTISING TOOLS:
Web advertising:

 mobile optimization
 Free websites
 Professional website
Social networks:

 Facebook, Twitter, Instagram, YouTube, etc.

Email Marketing:

 Direct mail
 Massive mail

NORMATIVIDAD THAT APPLIES TO SUGGESTED PACKAGING

RESOLUTION 4143 OF 2012
(December 7)
By which the technical regulation is established on the sanitary requirements that the
materials, objects, plastic and elastomeric containers and equipment and their additives
must comply with, destined to come into contact with food and beverages for human
consumption in the national territory.

ARGUMENTS WHY CARRY OUT THE PROPOSAL

Our strategic plan is to make the presentation of our packaging attractive and inspire the
confidence of all buyers, our product MENTHOL NIGHT is highly viable, because in the
population common colds and muscle aches are recurrent. Therefore, they need an
alternative in menthol products that is competitive with market prices. We focus this project
based on the demand of menthol ointment in the Colombian market given the need to
always have one in the home because of the frequency with which common colds, sprains,
minor dislocations and strokes occur. The project ends with the creation of a microenterprise
called MENTHOL NIGHT that manufactures a natural product that is NOT harmful to health.
Our company wants to provide the public with confidence, security and economy as we work
to be recognized in the market by offering a good quality product. We are interested in
selling our product to all drugstores, health food stores and other points of sale.

STRATEGIC PLAN
The market study basically consists of the determination and quantification of demand and
supply, the analysis of prices and the study of marketing. The main objective of this research
is to verify the possibility of penetration of MENTHOL NIGHT in a given market. The market
researcher, at the end of a meticulous and well-conducted study will be able to "feel" or
suffer the risk that runs and the possibility that there will be with the sale of new product or
with the existence of a new competitor in the market.

PROBLEM APPROACH
Population with common colds and muscular pains that need an alternative in menthol
products that is competitive with market prices.

ESTIMATED DEMAND
Customers or consumers who generally demand this product are people over 2 years old
for both sexes. The company concentrates its customers who frequent stores such as chain
supermarkets, drugstores, neighborhood stores, among others. Quantity of plaintiffs,
generally for being a product in launch the consumers acquire this product to prove it. The
acquisition capacity is high because they are affordable and their frequency will depend on
the need.
ANALYSIS OF THE OFFER
Concept: The offer is the quantity of a product that by national and international manufacture
reaches the market, according to the current prices.
CURRENT BEHAVIOR
The company is currently looking for growth, that is, a greater participation in the market, for
this it does not deviate from its competitors by ensuring that it offers excellent services to its
customers. Seeks to ensure and keep their customers fixed and at the same time capture
the attention of others. Way of Commercialization: Its form of commercialization is simple,
since the salespeople are part of the company, allowing also to have a high control of their
products.
MARKET GOAL
After having made the market segmentation it can be concluded that MENTHOL NIGHT is
aimed at all people who are older than 2 years who have recurrent colds, muscle aches, also
for extreme sports athletes offering soothing, anti-inflammatory benefits, analgesics, healing
and antiseptic in addition to stimulate the general circulation. In addition, it does not matter
their religion, race, education, nationality, sex, among others.
MARKET SEGMENTATION
It can be seen that the market segments to which you want to enter are: pharmacies,
supermarkets, neighborhood stores, chain stores, medical visitors, among others.

DISTRIBUTION CHANNELS
The channel used for this type of product is the distribution channel for consumer products:
From the manufacturer or producer - Wholesale - Retail - Final consumer. Distribution
channels Intermediaries in this case there are two levels of intermediaries who are the
wholesalers (intermediaries who usually carry out wholesale activities, goods and / or
services, other companies such as retailers who acquire them for resale) and retailers
(intermediaries whose activity consists in the sale of goods and / or retail services to the final
consumer).

PROMOTION STRATEGIES
This consists in making the product known in a direct and personal way. Of the different
forms of existing promotion, for the launching of MENTHOL NIGHT will use: The personal
sale. The sales promotion will go to the main pharmacies in the area, such as: Pharmacies,
neighborhood stores, supermarket, among others. Strategy of Promotion and Sales
Personal Sale Customers or Consumers. (Promotion in the place of sales, discounts).
Merchants and distributors (advertising gifts)

Advertising is an activity paid for by the sponsor and directed to a group of people in order to
stimulate the demand for the product. RADIO: Radio spots of 30 seconds will be developed
to broadcast them in 4 local radios with a frequency of 1 ad every hour advertising strategy
MENTHOL NIGHT will use informative advertising. And it will be launched in several points
of the city, where the different representatives of the commercial establishments, written
press, regional television and radio will be invited.

CUSTOMER VIEWS
This survey was conducted to gather information about the client's perspec- tive about the
MENTHOL NIGHT product image and to identify the factors that influence the purchase
decision, these data will serve for the best decision making in the implementation of
improvements of the presentation. of the product.

Of the 100% of respondents, 65% correspond to women and 35% to men.

1.- Do you like the MENTHOL NIGHT product logo?

84.2% of the respondents answered that, if they like it, 15.8% do not like the MENTHOL
NIGHT product logo
2.- Do you like the color of the MENTHOL NIGHT product?
80% of respondents like it, 20% do not like the color of the MENTHOL NIGHT product.

3.- Do you consider that the accessories used by the sales staff are adequate?
90% of respondents answered that the accessories used by the sales staff are adequate, the
10% answered are not adequate.

4.- Does the staff give you the confidence to manage your products?
95% responded that the sales staff of the MENTHOL NIGHT product gives confidence in the
handling of the products, 5% answered no.

5.- Do you like the current distribution of the MENTHOL NIGHT product?
85% of the respondents answered that 15% like them do not like the current distribution of
the MENTHOL NIGHT product.

6.- How do you consider the price of the MENTHOL NIGHT product?
20% of respondents consider that the price of bread is regular, 30% consider it is cheap, 5%
is very cheap and 30% consider that bread is expensive, 15% consider it very expensive.

7.- How do you evaluate the MENTHOL NIGHT product?

30% of the respondents consider that the effect of the product is good, followed by 45% as
very good and 20% consider it regular and 5% consider it bad.

8.- From the following options select three aspects that influence your decision to purchase
the product MENTHOL NIGHT "
Factors influencing the purchase decision in the customers of the MENTHOL NIGHT product
are the following: 50% for the price, 65% for the quality of the products, 65% for the
attention, 55% for the variety of products and the 60% for the ease of purchase.

CONCLUSIONS
Once the work is finished, we have a more concrete idea regarding the packaging strategies
for our product that must be considered before launching a product to the market, so that
this launching is successful and ensures the solidity of the product by obtaining a large
number of customers. potential and large profits, thus ensuring the future of it. If the
packaging plays a very important role because it is the silent seller, and if it is flashy and
reliable, it will surely have an excellent reception, accompanied by a competitive price. It
should be considered that not only having a good publicity will ensure the sale of the
product, since this is not a guarantee of obtaining the expected profits, this must be worked
in conjunction with the good selection of the market, the brand, the design, take into account
that the more benefits the consumer knows that the product offers, the greater the interest in
acquiring it, the distribution channels with which it will work must also be considered,
whether it will be a retailer or wholesaler, this will have an impact on the way in which the
final product reaches the market. consumer and the ease with which it will be acquired.
Publicizing the advantages of MENTHOL NIGHT offers is a good strategy to attract the
attention of potential customers, given that the market is extensive and it has the advantage
of being an innovative product thanks to a good stage of product development and selection
of products. ideas