Presentation about your product or service with all the information required

1. University of Arm Forces-ESPE
Tutor: Mgs. Miguel Ponce
Name: Oscar Hernandez
Second Period

2. STUDY FOR THE CREATION OF A LOCAL SPECIALIZED IN THE PROCESSING AND MARKETING OF
GLUCERNA PRODUCTS IN THE SECTOR NORTH OF QUITO (Iñaquito) IN DIFFERENT PRODUCT
PRESENTATIONS SUCH AS MILKSHAKES, GLUCERNA ADVANCE, NUTRITION BARS, GLUCERNA CRISPY
DELIGHTINACCORDANCEWITHTHENEEDSOFCUSTOMERS

3. INTRODUCTION
Today people live in a world where we should take care
of our body and food, so it would be an excellent
business in specialized products, not only for diabetics
but also for anybody as well as the focus is on the public
located in the Iñaquito sector where people after the
physical activity seeks beverages and nutritional
products.

4. OBJECTIVES
GENERAL PURPOSE
Determine whether the creation of
a local specialized in the
development and marketing of
Glucerna products for diabetics in
Quito city of Iñaquito sector is
feasible.
SPECIFIC GOALS
 To determine whether there is a need for
low-sugar products through a market
research to identify demands.
 To conduct a study of acceptance of
Glucerna products in Quito Iñaquito sector.
 To design the structure of the company
that focus on the specific needs of
customers in terms of Glucerna products.

5. 1.2 Theoretical and conceptual framework
A. BACKGROUND
In Ecuador, diabetes are affecting the population with increasingly high rates.
According to the ENSANUT survey, the prevalence of diabetes in the
population aged 10 to 59 years is 1.7%. That proportion is up from 30 years
of age, and at 50, one out of ten Ecuadorians already have diabetes.
Unhealthy diet, physical inactivity, alcohol abuse and smoking, are the four
risk factors directly related to non-communicable diseases, including
diabetes. (Health, 2016)

6. What is diabetes?
• Diabetes is the condition in which
the body does not properly process
food for use as energy.
• When you have diabetes, your
body either doesn't make enough
insulin or can't use its own insulin
as well as it should.
• This causes sugars to build up in
your blood. This is why many
people refer to diabetes as “sugar.”
• Diabetes can cause serious health
complications including heart
disease, blindness, kidney failure,
and lower-extremity amputations.
• Diabetes is the seventh leading
cause of death in the United States.

7. What are the types of diabetes?
TYPE 1
Also called insulin-dependent
diabetes mellitus (IDDM) or juvenile
onset diabetes.
Risk factors are less well defined for
Type 1 diabetes than for Type 2
diabetes, but autoimmune, genetic,
and environmental factors are
involved in the development of this
type of diabetes.
TYPE 2
Previously called non-insulin-
dependent diabetes mellitus
(NIDDM) or adult-onset diabetes
90 to 95 %
Risk factors for Type 2 diabetes
include older age, obesity, family
history of diabetes, prior history of
gestational diabetes, impaired
glucose tolerance, physical
inactivity, and race/ethnicity.

8. Type 3: Gestational diabetes
It develops in 2 percent to 5 percent of all
pregnancies but usually disappears when a
pregnancy is over.
It occurs more frequently in African Americans,
Hispanic/Latino Americans, American Indians,
and people with a family history of diabetes
than in other groups. Obesity is also associated
with higher risk
Other specific types of diabetes
result from specific genetic
syndromes, surgery, drugs,
malnutrition, infections, and other
illnesses. Such types of diabetes may
account for 1 percent to 2 percent
of all diagnosed cases of diabetes

9. D. RISK FACTORS FOR DIABETES
TYPE 1
o There is no an exact cause
o Has nothing to do with lifestyle
o Autoimmune reaction
o At this stage nothing can be done
to prevent or cure type 1 diabetes.
TYPE 2
o A lifestyle disease and is strongly
associated with high blood pressure
o People are usually insulin resistant
o Adopting a healthy lifestyle may
delay the need for tablets and/or
insulin.

10. E. EFFECTS OF DIABETES
 Eye complications
 Foot complications
 Skin complications
 Heart problems Hypertension
 Mental health
 Hearing loss
 Gum disease
 Gastroparesis
 Ketoacidosis
 Neuropathy .
 HHNS (Hyperosmolar Hyperglycemic
Nonketotic Syndrome) -
 Nephropathy
 PAD (peripheral arterial disease)
 Stroke
 Erectile dysfunction - male impotence.
 Infections
 Healing of wounds

11. F. Diabetes symptoms

12. G. PREVENTION OF DIABETES
i. Test your blood glucose levels regularly.
ii. Always take your insulin (for those who
require it).
iii. If your doctor gives you tablets to help
manage your diabetes, blood pressure
and/or cholesterol, be sure to take them.
iv. Be as active as you can as often as you can.
v. Follow a healthy eating plan.
vi. Achieve and maintain a healthier body
weight and shape (refer to the Less Weight,
Healthier Shape information sheets).
vii. Keep a positive mental attitude.
viii.Don’t be afraid to ask for help as soon as
you feel you need it.
H. DIET FOR PATIENTS WITH DIABETES
 Regular and spread evenly throughout the day
 Lower in fat, particularly saturated fat
 Based on high fibre carbohydrate foods such as wholegrain
breads and cereals, beans, lentils, vegetables and fruits.
 Matching the amount of food you eat with the amount you
burn up each day is important.
 Not putting too much fuel in your body (keeping food intake
to moderate serves) is vital to getting the right balance.
 Along with healthy eating,
 regular physical activity can help you to manage your blood
glucose levels,
 reduce your blood fats (cholesterol and triglycerides) and
maintain a healthy weight.

13. CHAPTER II
2. Develop the demand analysis
MARKET STUDY

14. 2.1 MARKET RESEARCH OBJETIVES
2.1.1. GENERAL OBJECTIVE
Determine the acceptance of the
new product, by analyzing various
economic and sociocultural
variables that reveal the level of
success in the launch of Glucerna
products for diabetics.
2.1.2. SPECIFIC OBJECTIVES
To determine the characteristics of the
potential customer for consumption of
products Glucerna
To Investigate the client´s perceptions
that about the Glucerna products
To Know the demands for products for
diabetics
To establish strategies Marketing Mix
analyzing each of the variables, place,
price, promotion and product to meet the
needs of potential customers

15. 2.2PRODUCT/
MANUFACTURE
R'S IDENTITY
The products offered by the Glucerna
brand are Glucerna Shakes Advance, also
Glucerna Nutrition bars Crispy Delight
agree to different customer´s needs
types.
2.3 Product Features
When we talk about nutrition for
diabetics, we turn to a science. The
advantage of the Glucerna products
comes from CARBSTEADY® and
CARBSTEADY® ULTRA that include: slow-
digesting carbohydrates and key
ingredients scientifically designed to help
meet your needs. (Glucerna, 2016)
2.4 PRODUCTS AND FEATURES OFFERED by Glucerna

16. 2.5. PRODUCT DISTRIBUTION
2.5.1. DIRECT CHANNEL
Sell products directly to consumers
without using intermediaries.
in our shops, through the Internet,
through phone calls or through
home visits.
2.6. SUBSTITUTE PRODUCTS.
Natural fruits are low in sugar
2.6. SUBSTITUTE PRODUCTS.
The complementary product is
water and tea.

17. 2.8 MARKET
RESEARCH
Circle the answer
1. Are you diabetic?
Yes No
2. Do you consume Glucerna products for diabetes?
Yes No
3. What type of diabetes do you have?
Type I Type II
4. Do you consume shakes or snack bars for diabetics?
Yes No
5. What are the Factors do you take account to consume products for diabetics?
Price Quality Variety
6. Would you like to open a Glucerna product store in Quito Iñaquito Sector?
Yes No
Surveys
To know, the likes and dislikes their
clients.
To obtain information from the
consumer to support market
research.
Observation:
Developed based on the
perception of the behavior of
people and locations. (Lane, 2006)
Sample survey

18. 2.9. Target segment
The purpose is that older adults and adults, between the age of 20 and over 65,
residents in the north of the Metropolitan District of Quito, the middle class, upper
middle and high class that are diagnosed with diabetes wish keep or want a
balanced life plan.
Sample of the costumers
The sample of this research is finite
The sample has been allocated for the research is 15274 people

19. 2.10. THE DEMAND ANALYSIS.
Tastes and preferences
The shakes and mini-bars snack
foods are considered as part-time
meals or to calm hunger before or
after lunch and involves more
widely accepted and consumption
of these products.
2.10.4. Income levels and Prices
Revenues of diabetics are
between $ 251 and $ 500 per
month
products will depend on price.
2.11. The offering competition
• Microempresa
• Cafetería Blueberry
• Mundo light
• Sorbetto
• Others
Historic and Current Prices
• Price demand
• Competition demand
Such prices will be discussed in
the following comparative table:

20. 4. MARKETING STRATEGIES
THE PRICE STRATEGY
Initial stage:
It would choose a pricing strategy
oriented to competition
The Price maintenance against the
competition:
MARKUP
The price will increase by 5% a year
to make this strategy is important
to perform an analysis of loyalty
customer, each year to measure
their loyalty and price sensitivity.
(Soriano, 1990)

21. 4.2. PROMOTION STRATEGY
Promotion will be:
1. TV
2. radio spots
3. Side Bus Advertising
4. Internet
THE PRODUCT STRATEGY
Medium-Team Strategy
The distribution is the internal and
external structure of the company that
sets the physical link between the
company and its markets to allow the
purchase of your products or services.
(Soriano, 1990)
The strategy of our company will be
selling in the direct channel so we will
start with the wholesale and
distribution in our own local, this is a
strategy that seeks to reduce company
costs and translate them into process
improvement and scope of product to
the customer.

22. ALEXANDEROSTERWALDERAND YVESPIGNEUR´SBUSINESS MODEL
The nine building blocks for a business model

23. 1. CUSTOMER SEGMENTS
People who care about maintaining
a good physical condition, due to
the vanity, sport or health. In
particular people from ages of 20
and over 65 years, resident in the
north of the Quito Metropolitan
District that belong to all social
classes.
AN INFINITE SAMPLE

24. 2. VALUE PROPOSITIONS
The products offered by the
Glucerna brand are Glucerna
Shakes Advance, also Glucerna
Nutrition bars Crispy Delight agree
to different customer´s needs such
us: Diabetics or people who take
care of their health and athletics.
The Glucerna product are
manufactured in the highest quality
of the market.
3. CHANNELS
A direct channel which involves selling our
products directly to consumers without using
intermediaries
Promotion will be:
• TV
• radio spots
• Side Bus Advertising
• Internet
• Social Networks

25. 4. CUSTOMER RELATIONSHIPS
Economic benefits and free
samples of new products will be
offered to publicize the products.
A website will be developed in
which customers can contact to the
company,
All brands of Credits cards are
accepted.
5. REVENUE STREAMS
Build customer´s loyalty with a discount
of 5% on products frequently
consumed.
A business plan will be provided
Income by association to gyms,
institutions for brand management.
Franchise our idea to open new
branches, selling licensing rights to third
parties prescription.

26. 6. KEY RESOURCES
For the area of operations and
production is counted with a chef
being the head of the area who
handle manufacturing processes of
products like: smoothies, baked
goods, snacks for diabetics, and
train kitchen assistants.
7. KEY ACTIVITIES
Production and distribution
strategy of products will be covered
by the supplier Glucerna.
Differentiation strategy
Distribution costs, reduced by
having only one distribution center
 An after-sales service

27. 8. KEY PARTNERSHIPS
Put brand presence in the most important
athletic careers of Quito as:
• Ultimas noticias
• Nike 10 K
• Ruta de las Iglesias
Place partnership and stands in the most
important places of Quito.
Partnership with physicians who will be
given a discount of 10%.
9. COST STRUCTURE
The retail price is deemed by
benchmarking made to key
competitors and through direct
market research question.
The growth of sales prices is
forecasted on an annual 8%
according to the growth of industry
and key competitors sectors.

28. Cash Flow
based on
three
months
Item Month 1 Month 2 Month 3
Cash-Ins
Initial cash $
30.000,00
a) Sales $
-
$
5.224,00
$
6.003,75
b) Receivables $
-
$
6.500,00
$
6.500,00
c) Total Available Cash $
30.000,00
$
11.724,00
$
12.503,75
Cash - outs (disbursements)
Costs of goods (raw materials) $
11.500,00
$
-
$
-
Equipment $
8.200,00
$
-
$
-
Any other start up assets $
2.000,00
$
300,00
$
300,00
Legal requirements costs $
1.100,00
$
-
$
-
Restoring expenses $
-
$
1.618,45
$
1.615,95
Any other start up costs $
1.836,00
$
411,00
$
421,00
Salaries $
-
$
1.870,00
$
1.870,00
Advertising $
120,00
$
100,00
$
110,00
Rent $
-
$
800,00
$
800,00
Services $
-
$
250,00
$
250,00
Insurance $
-
$
120,00
$
120,00
Loans $
-
$
-
$
-
Any other operational expense $
250,80
$
250,80
e) Total Cash- outs $
24.756,00
$
5.720,25
$
5.737,75
d) Cash position $
5.244,00
$
6.003,75
$
6.766,00

29. The Balance
Sheet
Balance Sheet
Assets Date:31/03/2016 Liability
Current assets $ 5.000,00 Current liabilities $ 11.500,00
Cash $ 30.000,00 accounts payable $ 3.740,00
Receivables $ - Income tax payable $ 1.600,00
Inventories $ 2.000,00 Other $ 1.360,00
Other $ -
Total current
assets $ 37.000,00 TCA Total current liabilities $ 18.200,00 TCL
Fixed assets Owner is equity $ 30.000,00
Property $ -
Plant $ 3.000,00
Equipment $ 8.200,00 TA-TCL $ 30.000,00
Vehicles $ -
Total fixes Assets $ 11.200,00 TFA
Total Assets $ 48.200,00 TA

30. CONCLUSIONS
• The products will be well received
because they can be consumed by
sick and not sick-people.
• This is a very feasible business plan
as demand for healthy products has
become paramount in recent years in
the country.
• The company will not report
damage to the environment in the
course of its activities, due to the
activity performed. Therefore the
product of food will not generate
harmful of waste to the environment.
RECOMMENDATIONS
• The specialization of products based on
needs of specific customer groups is an
innovative activity within the country that
encourages the development of
entrepreneurs and creating new job places
and seeks a profitable future.
• To develop products that allow group feed in
a healthy way without deprivation, taking
account the needs and desires of them.
• The application of marketing knowledge,
product development strategies applied to
marketing, advertising, and brand
development among others is recommended
as it will promote the growth of the
organization

31. Bibliography
Association, A. D. (2016, May 8). American Diabetes Association. Retrieved from http://www.diabetes.org/es/alimentos-y-actividad-fisica/alimentos/que-voy-
a-comer/la-eleccion-de-alimentos-saludables/super-alimentos-para-la.html?loc=ff-es-slabnav
CRECENEGOCIOS. (2016, May 8). crecenegocios.com . Retrieved from http://www.crecenegocios.com/la-distribucion-del-producto/
ELEMPRENDEDOR. (2016, May 8). ELEMPRENDEDOR.COM. Retrieved from http://www.elemprendedor.ec/crear-una-compania-via-online/
Federation, I. D. (2016, May 8). International Diabetes Federation . Retrieved from http://www.idf.org/worlddiabetesday/toolkit/es/gp/que-es-la-diabetes
GLUCERNA. (2016, May 8). glucerna.com. Retrieved from http://es.glucerna.com/diabetes-products
HumaSens. (2016, May 8). Human. Retrieved from http://www.humasens.com/es/diabetes-en-que-consiste/consecuencias-de-la-diabetes/
Lane. (2006). invetigacion de mercados .
Lugo. (2004). Demanda de mercados .
salud, O. p. (2016, May 8). Organizacion Panamericana de la salud. Retrieved from
http://www.paho.org/ecu/index.php?option=com_content&view=article&id=1400:la-diabetes-un-problema-prioritario-de-salud-publica-en-el-ecuador-y-la-
region-de-las-americas&Itemid=360
Soriano. (1990). Mercadotecnia .
Read more http://www.romanpichler.com/blog/product-strategy-defined/
http://www.cdc.gov/media/presskits/aahd/diabetes.pdf
http://www.medicalnewstoday.com/info/diabetes
https://www.ndss.com.au/what-is-diabetes-information-sheet
http://glucerna.com/diabetes-shakes-advance
http://www.yourarticlelibrary.com/economics/demand/7-important-kinds-of-demand-explained/38926/