1. THE 7 P of MARKETING
Beer Free gluten
EL BOLSÓN
ESP MARKETING_002V
SUSANA QUEVEDO
DUOC UC 2014 P. VESPUCIO
PAZ BASAURE
ALEJANDRA CABELLO
CARLOS VILLASECA

2. About the Market
The markets are changing, that is a fact. Market reserchers and magazines told
about all this trends. The new ways of living, producing new needs, and that new
brands of product and services born every day.
One of the healt trends apeers to help people with some kind of disease.
In the market of food and healt The gluten intolerance is a clear example, as well as
diabetes and hypertension, which should modify their diets.
Gluten is a set of proteins contained
in the flour exclusively rainfed
cereals, mainly wheat, but also
barley, this compoun.

3. About the Brand “El Bolson Beer”
Our history as a brewery dating from 1987 in which
"Beer El Bolson" “Argentine scored
Bromatológicos” corresponding permits and
extended marketing their products throughout the
region. In 1992 obtained the empowerment of
national brewery.
Its logo includes the international symbol for
gluten free products, differentiates products
suitable for coeliacs, referring to Argentina town,
with the name and the red, green and black
corporate colors.
"El Bolson" has been known for its wide range of
beers, the quality of their products and the best
fermentation processes, delivering an exquisite
product at a great price.

4. About the Costumer
We focus on ABC1, C2 segment of the population who prefer a healthy lifestyle
while enjoying a social beer with an exquisite party.
In our country about 70 thousand
people are celiac, but new
studies have shown that there
are many untreated people, with
about 1 in 131 people, as
diabetics are about 850 thousand
people, and more than 26.9 % of
Chileans suffer from
hypertension.

5. About the Competition
The main competition in Chile is the brand “Estrella Daura Sin Gluten” marketed
through online portal www.VinosWine.cl, being the result of a long research process
developed together with Damm and the unit the gluten of CSIC (Superior Council for
Scientific Research) using state of the art.
It is the first beer in Spain guarantee
gluten content below 6 ppm ( it is
accepted as a product suitable for
coeliacs which contains an amount of
less than 20 ppm gluten )
The label comes with the international
symbol that differentiates the products
suitable for coeliacs.
Its value is $ 1.290 and is available in
330ml versions.

6. STRATEGY OF THE 7Ps.
Product
There are 16 different types of beer "El Bolson" basically all share the same
component, gluten-free, in a glass container from 355cc to 660cc, and 17, 30
barrels of 50 liters. The flavors range from lager, red, honey, black, smoky, cassis,
cherries, raspberries, spicy, chocolate, cranberry, which allows it to be a beer with
a wide variety of flavors for a large range of tastes.

7. STRATEGY OF THE 7Ps.
Price
The strategy to be used in relation to the price will be
above that of our competitors, in order to attract
affluent customers to give a differentiated product
strategies were created in relation to restaurants
that give dishes gluten so as to introduce beer. This
in order to offer a wider variety to the clients and so
these have more options to choose from.
The market value will be beer 355ml be $1.350.-
It should be noted that similarly to determine an
appropriate price is considered with internal and
external factors of the organization and the market.

8. STRATEGY OF THE 7Ps.
Promotion
There is strong presence on social networks like Facebook and Twitter, plus BTL
campaigns with major automotive exponents in Argentina, with Rally Dakar etc.
Also the web presence where details of all types of beers, composition and details
are available online in their page www.cervezaselbolson.com

9. STRATEGY OF THE 7Ps.
Promotion
The barrel sold, unpasteurized with a cold chain system that makes the beer
reaches its destination as is offered in the brew pub in the factory and brewery in
downtown “El Bolson”.
Distribution channels “Beer El Bolson” have been developed getting to sell beer in
a large portion of the Patagonia Argentina.
In Chile the distribution could be
possible through Jumbo
supermarkets, or Duty Free and
well segmented with a system of
exclusive distribution.

10. STRATEGY OF THE 7Ps.
PACKAGING
the presentation of our beers is in glass bottles of 355 and 660 cc., besides barrels
17, 30 and 50 lts formats in which the beer retains all its nutrients and its exquisite
flavor.

11. STRATEGY OF THE 7Ps.
Positioning
The market share of celiac beer in Latinoamérica it is short, only 3 exists, “El
bolsón, Estrella Dumm and Ambar beer”.
And “El Bolsón” it is made in argentina are from Europe an USA. So we can say
about of the actual curent posición of El bolson in this product (Beer gluten free)it
little. We have to recognize the big efforts from the frand to be insert with these
product and other wide lists of other tipes of.
The market of hand made beers are increasing since 10 years
ago in lationamerica. The scene of traditional beers its very
different in europe, we can taste many diferent brands of
beers. And beers specialis for celiac person, there is a few
who works in that market. In latinoameria only we can see
only brands who they offer this special product.

12. STRATEGY OF THE 7Ps.
So we can say of El bolson celiac beer, is resently increasing in the market share,
those are some os the most recogniaze.
They are do yo:
• Trustworthy
• Reliable
• Good Value For Money
• Market
Positioning

13. STRATEGY OF THE 7Ps.
Positioning
The brewery maintains their artisan touch tradition, giving his place to all employees
on the brewery, understanding that each person is important in a process faithfull to
the tradition.
“El bolson celiac beer” have good value
for money, it is a brand of trusworty and
innovate values in all the company.
Since the firts base each person in the
producción line, put the moust carefully
details to offer this finanelly product.
The brand el bolson has a reputation,
and the most important is be trusthtfull
and reliable for the special costumer
who they

14. Thank You!