PLAN DE COMERCIALIZACIÓN DE UNA MARCA DE ACEITE DE OLIVA VIRGEN EXTRA
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2021-01-26
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Jaén: Universidad de Jaén
Resumen
Entre los árboles que más siglos llevan cultivándose encontramos el olivo y, del jugo de su fruto se obtiene el aceite de oliva, que es un producto con propiedades saludables contrastadas. Por esta razón, y debido a que el cultivo del olivar y la producción de aceite de oliva tienen un gran peso en la economía de la provincia de Jaén, este proyecto tiene como finalidad la comercialización de un producto como es el aceite de oliva virgen extra, desde el momento en el que surge la idea de presentar nuestra nueva marca hasta llegar al producto final, pasando por las fases de creación de una marca, envasado y etiquetado del producto.
Para llevar a cabo este plan, se ha realizado una encuesta para conocer el nivel de conocimiento de los consumidores acerca del aceite de oliva y, de sus gustos y preferencias en cuanto a sus atributos, material y capacidad de envase e información nutricional, que son de gran importancia a la hora de captar a nuestros clientes potenciales. De esta manera, se conseguirá llevar a cabo una integración vertical con el objetivo de convertirnos en nuestro propio distribuidor.
Between the oldest trees that have been cultivated we can find olive trees, and from its own fruit juice it is obtained olive oil, which is a product with contrasted healthy properties. For this reason, and due to both olive tree cultivation and olive oil production have a notorious weight in Jaén´s province economy, this project has as a goal the commercialization of a product as it is extra virgin olive oil, from the very moment when the idea of presenting our new trademark comes out, to getting to the final product, going by the all the different phases of creating a new trademark, packing and labeling. To accomplish this goal, a survey has been done in order to know the olive oil knowledge level of the consumers, their likes and preferences in attributes, materials, packaging capacity and nutritional information, that are really important when talking about catching potential clients. By this way, a vertical integration it's achieved in order to become our own distributor.
Between the oldest trees that have been cultivated we can find olive trees, and from its own fruit juice it is obtained olive oil, which is a product with contrasted healthy properties. For this reason, and due to both olive tree cultivation and olive oil production have a notorious weight in Jaén´s province economy, this project has as a goal the commercialization of a product as it is extra virgin olive oil, from the very moment when the idea of presenting our new trademark comes out, to getting to the final product, going by the all the different phases of creating a new trademark, packing and labeling. To accomplish this goal, a survey has been done in order to know the olive oil knowledge level of the consumers, their likes and preferences in attributes, materials, packaging capacity and nutritional information, that are really important when talking about catching potential clients. By this way, a vertical integration it's achieved in order to become our own distributor.