Línea base de mercadeo para la comercialización de una cerveza artesanal producida en la ciudad de Barranquilla
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Fecha
2020
Autores
Arrieta Rangel, Leonardo
Barros Posada, Elsy
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Antecedentes: Generalmente las empresas generan estrategias de mercadeo
para asegurar o incrementar su participación en el mercado, detectar
oportunidades para desarrollar soluciones a sus clientes e incrementar las
utilidades de la empresa. El problema objeto de la investigación dentro de la
organización se centra en la identificación de una ausencia de estrategias de
marketing que permitan posicionar la empresa en la región y que la den a conocer
como una cerveza artesanal que se encuentra disponible en el mercado
cumpliendo con las expectativas del mismo. Esto conduce a variaciones en la
estabilidad financiera de la empresa y al crecimiento lento dentro del nicho de
mercado al que pertenece.
Objetivos: Con este trabajo se pretende generar una línea base para la
formulación de una estrategia de mercado que pueda ser adoptada por esta
empresa, y constituir un componente importante de su ventaja competitiva. A
través del posicionamiento de este producto se buscará el fortalecimiento de la
cultura de la cerveza, contribuyendo así a un consumo más extendido.
Materiales y Métodos: La investigación fue conducida desde un diseño
transeccional descriptivo. La técnica utilizada para la recolección de datos fue
fuente directa por observación mediante encuesta, dentro de la cual se analizó la
apreciación de los clientes para las diferentes dimensiones de la variable objeto de
estudio. Estas encuestas fueron aplicadas de manera virtual debido a las
restricciones del Gobierno Nacional en materia de aislamiento y distanciamiento
social por COVID-19. El instrumento utilizado fue validado por un panel de
profesionales quienes revisaron el instrumento tanto en términos de contenido,
criterio y constructo. La encuesta se distribuyó a través de la aplicación Google
Forms y desde allí se reunieron los datos. En Microsoft Excel se agruparon, se
realizó la distribución de frecuencias y se construyeron los gráficos, donde la
medida de tendencia central utilizada fue la moda.Resultados: Teniendo en cuenta la muestra utilizada se obtuvo que la mayoría de
los consumidores de cervezas artesanales se encuentran entre los 18 y los 30
años, y que, a su vez, la mayoría son mujeres (64%). El rango promedio de
ingresos de esta muestra está entre 1 y 3 salarios mínimos, y la gran mayoría de
la muestra vive en la localidad Norte Centro Histórico de Barranquilla. El consumo
de cerveza para los encuestados es de 1 vez al mes, y para esto usualmente
adquieren sus cervezas en los almacenes de cadena, pero preferirían encontrarla
a su vez en las tiendas de barrio. La característica más importante al momento de
elegir la cerveza es la calidad, y el rango de precios de la última cerveza
consumida estuvo para la gran mayoría entre COP $2000 y COP $4000. El
consumo de esta línea de productos está relacionado con la variedad de sabores y
con la búsqueda de un paradigma diferente. En este sentido, cabe abonar que los
encuestados preferían notas cítricas tanto en el aroma como en el sabor (30% en
ambos casos) y, dichas notas tienden a potenciarse en conjunto con frutadas. El
50% de los consumidores manifestó su inclinación por un producto de color
dorado y tienen intención de acceder a un producto de notoria claridad. Cabe
resaltar que un porcentaje relevante deseaba que su cerveza tuviese poca
espuma. Del instrumento, se obtuvo que 64% de los participantes esperaba una
cerveza que fuese refrescante, en este sentido, un producto de cuerpo moderado,
con amargor y carbonatación medio y un grado alcohólico promedio de 5%v/v. El
estudio arrojó que 44% pagaría COP$3000 – COP$4000 y hasta 63% podría estar
dispuesto a pagar COP$5000 por unidad de 330mL. Con respecto a los
descuentos preferidos, la oferta más apetecida entre los encuestados es el 2x1.
Conclusiones: Se concluye que el público objetivo deben ser las personas entre
los 18 y los 30 años, sin importar su género, y que sus ingresos estén por encima
de los 2 SMLV. El producto debe ser refrescante, claro, con sabores frutales y
cítricos, caracterizándose notablemente por su sabor, de tal manera que se refleje
la calidad del producto. Para la estrategia, se debe centrar la distribución en la
localidad Norte Centro Histórico de Barranquilla, y es factible la idea, teniendo en
cuenta que los barranquilleros prefieren adquirir sus cervezas en almacenes
mayoristas y tiendas de barrio, de apoyarse con los distribuidores que
perfectamente mezclan las características de estos: las tiendas minoristas D1 y
Justo y Bueno. La variedad de cerveza artesanal a comercializar a su vez debe
estar entre los COP $2000 y COP $4000
Background: Usually, companies generate marketing strategies to ensure or increase their market share, detect opportunities to develop solutions for their clients and increase the company's profits. The intention of the research within the organization focuses on the identification of an absence of marketing strategies that allow the company to position itself in the region and that make it known as a craft beer that is available in the market in compliance with the expectations of it. This leads to variations in the financial stability of the company and slow growth within the market niche to which it belongs. Objective: This work is intended to generate a baseline for the formulation of a market strategy that can be adopted by this company, and constitute an important component of its competitive advantage. Through the positioning of this product, the strengthening of the beer culture will be sought, thus contributing to a more widespread consumption. Materials and Methods: The research was conducted from a descriptive transectional design. The technique used for data collection was a direct source by observation through a survey, within which the appreciation of the clients was analyzed for the different dimensions of the variable under study. These surveys were applied virtually due to the National Government's restrictions on isolation and social distancing due to COVID-19. The instrument used was validated by a panel of professionals who reviewed the instrument in terms of content, criteria and construct. The survey was distributed through the Google Forms application and from there the data was collected. In Microsoft Excel they were grouped, the frequency distribution was made and the graphs were constructed, and the measure of central tendency used was the mode. Results: It was found that most craft beer consumers are between 18 and 30 years of age, and that, in turn, the majority are women (64%). The average income range of this sample is between 1 and 3 minimum Colombian salaries, and most of the sample lives in the North Historic Center area of Barranquilla. Beer consumption for respondents is 1 time a month, and for this they usually buy their beers in big-box stores, but they would prefer to find it in their neighborhood stores. The most important characteristic when choosing a beer is quality, and the price range of the last beer consumed was between COP $ 2000 and COP $ 4000. The consumption of this products is related to the variety of flavors and the search for a different paradigm. In this sense, it should be noted that the respondents preferred citrus notes in both aroma and flavor (30% in both cases) and, these notes tend to be enhanced in conjunction with fruit. 50% of consumers expressed their inclination for a product with a golden color and they intend to access a product of notable clarity. It should be noted that a relevant percentage wanted their beer to have little foam. From the instrument, it was obtained that 64% of the participants expected a beer that was refreshing, in this sense, a product with a moderate body, with medium bitterness and carbonation and an average alcoholic degree of 5% v/v. The study showed that 44% would pay COP $ 3000 - COP $ 4000 and up to 63% could be willing to pay COP $ 5000 per 330mL unit. In terms of the preferred discounts, the most popular offer among those surveyed is the 2x1. Conclusions: The target audience must be people between 18 and 30 years old, regardless of their gender, and that their income is above 2 minimum Colombian salaries. The product must be refreshing, clear, with fruit and citrus flavors, in such a way that the quality of the product is reflected. For the strategy, distribution should be focused on the North Historic Center area of Barranquilla. Taking into account that Barranquilla residents prefer to buy their beers in wholesale warehouses and neighborhood stores it is feasible to be associated with distributors who perfectly mix the characteristics of these two: the D1 and Justo y Bueno retail stores. The variety of craft beer to be sold in turn must be between COP $ 2000 and COP $ 4000.
Background: Usually, companies generate marketing strategies to ensure or increase their market share, detect opportunities to develop solutions for their clients and increase the company's profits. The intention of the research within the organization focuses on the identification of an absence of marketing strategies that allow the company to position itself in the region and that make it known as a craft beer that is available in the market in compliance with the expectations of it. This leads to variations in the financial stability of the company and slow growth within the market niche to which it belongs. Objective: This work is intended to generate a baseline for the formulation of a market strategy that can be adopted by this company, and constitute an important component of its competitive advantage. Through the positioning of this product, the strengthening of the beer culture will be sought, thus contributing to a more widespread consumption. Materials and Methods: The research was conducted from a descriptive transectional design. The technique used for data collection was a direct source by observation through a survey, within which the appreciation of the clients was analyzed for the different dimensions of the variable under study. These surveys were applied virtually due to the National Government's restrictions on isolation and social distancing due to COVID-19. The instrument used was validated by a panel of professionals who reviewed the instrument in terms of content, criteria and construct. The survey was distributed through the Google Forms application and from there the data was collected. In Microsoft Excel they were grouped, the frequency distribution was made and the graphs were constructed, and the measure of central tendency used was the mode. Results: It was found that most craft beer consumers are between 18 and 30 years of age, and that, in turn, the majority are women (64%). The average income range of this sample is between 1 and 3 minimum Colombian salaries, and most of the sample lives in the North Historic Center area of Barranquilla. Beer consumption for respondents is 1 time a month, and for this they usually buy their beers in big-box stores, but they would prefer to find it in their neighborhood stores. The most important characteristic when choosing a beer is quality, and the price range of the last beer consumed was between COP $ 2000 and COP $ 4000. The consumption of this products is related to the variety of flavors and the search for a different paradigm. In this sense, it should be noted that the respondents preferred citrus notes in both aroma and flavor (30% in both cases) and, these notes tend to be enhanced in conjunction with fruit. 50% of consumers expressed their inclination for a product with a golden color and they intend to access a product of notable clarity. It should be noted that a relevant percentage wanted their beer to have little foam. From the instrument, it was obtained that 64% of the participants expected a beer that was refreshing, in this sense, a product with a moderate body, with medium bitterness and carbonation and an average alcoholic degree of 5% v/v. The study showed that 44% would pay COP $ 3000 - COP $ 4000 and up to 63% could be willing to pay COP $ 5000 per 330mL unit. In terms of the preferred discounts, the most popular offer among those surveyed is the 2x1. Conclusions: The target audience must be people between 18 and 30 years old, regardless of their gender, and that their income is above 2 minimum Colombian salaries. The product must be refreshing, clear, with fruit and citrus flavors, in such a way that the quality of the product is reflected. For the strategy, distribution should be focused on the North Historic Center area of Barranquilla. Taking into account that Barranquilla residents prefer to buy their beers in wholesale warehouses and neighborhood stores it is feasible to be associated with distributors who perfectly mix the characteristics of these two: the D1 and Justo y Bueno retail stores. The variety of craft beer to be sold in turn must be between COP $ 2000 and COP $ 4000.
Descripción
Palabras clave
Cerveza artesana, Mercadeo, Posicionamiento, Estrategia, Craft beer, Marketing, Positioning, Strategy
