Relanzamiento del producto “Mi Esencia” en la empresa productos Minerva Cia. Ltda. En la ciudad de Quito para el año 2022

Abstract

This project consists of implementing the "Relaunch" of the coffee product "Mi Esencia" in the company Productos Minerva Cía. Ltda. since the commercialization in the city of Quito presented low sales results in its initial "launch" in 2021. Research has been developed that analyzes and demonstrates the tastes and preferences of regular consumers of instant coffee in a sample of 197 inhabitants of the city of Quito who regularly consume drinks with coffee. The research covers the technical, organoleptic and packaging requirements demanded by the target market. The changes that were identified include packaging change, formulation and marketing strategies that ensure the success of the relaunch. This project arises from the idea of capturing a specific market niche for a coffee essence, where a new product can be established in the city of Quito, previously identified by the company Productos Minerva Cía. Ltda. leader in the Ecuadorian coffee industry for more than 59 years, the research was based on the need to increase sales and therefore profitability in the company Minerva Cía. Ltda. The result of the research based on the "Relaunch of the product My Essence" will allow the company to obtain additional income and achieve the commercial objectives set for the year 2022. Currently, the company Productos Minerva Cía. Ltda. has the necessary economic resources to invest and implement all the adjustments to the product "Mi Esencia" of Minerva coffee. After the research that was carried out, the expectations and trends of the market can vary its behavior, therefore, it is necessary to take the necessary forecasts to define strategies that allow to maintain the business and continue with the leadership in the coffee industry at the national level.