45% VENTAS EN VALOR MILLONES

Empresa
Ventas 2010
COLANTA
$ 673,129.82
ALPINA
$ 612,584.24
ALQUERIA
$ 239,054.89
PARMALAT COLMBIA
$ 99,689.86
ALGARRA
$ 58,633.42
Tamao del mercado 1,683,092
Variacin

Ventas 2011
$ 742,968.90
$ 707,372.10
$ 255,127.95
$ 101,828.25
$ 72,386.94
1,879,684
11.7%

Ventas 2012
$ 753,891.30
$ 728,791.20
$ 283,815.90
$ 112,648.05
$ 72,098.55
1,951,245
3.8%

Var 11
10.4%
15.5%
6.7%
2.1%
23.5%

VENTAS EN VOLUMEN MILLONES

Empresa
Volumen 2010 Volumen 2011 Volumen 2012
COLANTA
297.85
327.30
330.65
ALPINA
247.01
277.40
278.16
ALQUERIA
97.57
101.24
110.01
PARMALAT COLMBIA
41.80
42.08
45.70
ALGARRA
31.11
38.30
37.95
Tamao del mercado
715
786
802
Variacin
9.9%
2.1%

Var 11
9.9%
12.3%
3.8%
0.7%
23.1%

ANALISIS DEL MERCADO LECHE

%Mercado $
Marcas

2010

%Mercado Uni
2012 Dif $

2010

COLANTA

40.0%

38.6%

-1.4%

41.6%

ALPINA

36.4%

37.4%

1.0%

34.5%

ALQUERIA

14.2%

14.5%

0.3%

13.6%

PARMALAT COLMBIA

5.9%

5.8%

-0.1%

5.8%

ALGARRA

3.5%

3.7%

0.2%

4.3%

COLANTA

PART. 2010

40.0%

PART. 2011

39.5%

PART. 2012

38.6%

COLANTA

ALPINA

ALQUERIA

ALPINA

ALQUERIA

COLANTA

PART. 2010

41.6%

PART. 2011

41.6%

PART. 2012

41.2%

ALPINA

ALQUERIA

Crecimiento en particip

ALGARRA 0.4%

PARMALAT COLMBIA

TOP OF MIND
Marcas
2009
COLANTA
29%
ALPINA
14%
ALQUERIA
19%
PARMALAT COLMBIA
12%
ALGARRA
16%
Otras
10%
100%

2012
25%
19%
24%
10%
14%
8%
100%

35%
30%

29%
25%

25%
20%
14%

15%
10%
5%
0%
COLANTA

ALPINA

Var 12
1.5%
3.0%
11.2%
10.6%
-0.4%

PRECIOS 2010
$
2,260
$
2,480
$
2,450
$
2,385
$
1,885

PRECIOS 2011
$
2,270
$
2,550
$
2,520
$
2,420
$
1,890

PRECIOS 2012
$
2,280
$
2,620
$
2,580
$
2,465
$
1,900

PART. 2010
40.0%
36.4%
14.2%
5.9%
3.5%

PART. 2011
39.5%
37.6%
13.6%
5.4%
3.9%

Tamao del mercado

Var 12
1.0%
0.3%
8.7%
8.6%
-0.9%

PART. 2010
41.6%
34.5%
13.6%
5.8%
4.3%

PART. 2011
41.6%
35.3%
12.9%
5.4%
4.9%

PART. 2012
41.2%
34.7%
13.7%
5.7%
4.7%

2,000,000
1,950,000
1,900,000
1,850,000
1,800,000
1,750,000
1,700,000
1,650,000
1,600,000
1,550,000
1,500,000
Tamao del mercado

2012 Dif Lt.

41.2%

-0.4% Tradicin/sabor Alto

Comunicacin
ATL-BTL-PLN

34.7%

0.1% Alimentacin

Premium

ATL-BTL-PLN

13.7%

0.1% Familia

Premium

ATL-BTL-PLN

Alto

BTL

Estndar

ATL-BTL

5.7%
4.7%

ALQUERIA

Posicionamiento Precio

PARMALAT COLMBIA

-0.1% Nios
0.4% Econmico

ALGARRA

$ 800,000.00
36.4%

14.2%

5.9% 3.5%

$ 700,000.00
$ 600,000.00

37.6%

13.6%

5.4% 3.9%

$ 500,000.00
$ 400,000.00

37.4%

14.5%

5.8% 3.7%

$ 300,000.00
$ 200,000.00

ALQUERIA

PARMALAT COLMBIA

ALGARRA

$ 100,000.00

ALQUERIA

PARMALAT COLMBIA

$ 100,000.00

ALGARRA

34.5%

13.6%

5.8% 4.3%
350.00

35.3%

12.9%

5.4% 4.9%
300.00

34.7%

13.7%

5.7% 4.7%

250.00
200.00
150.00
100.00

Crecimiento en participacin
Dif $

50.00

Dif Lt.

COLANTA

-0.4%
0.1%

ALGARRA 0.4%

-1.4%

ALPINA
1.0%

0.2%

-0.1%
PARMALAT COLMBIA

-0.1%

0.1%
0.3%
ALQUERIA

24%
19%

19%
16%

14%

ALPINA

12%

ALQUERIA
2009

10%

PARMALAT
COLMBIA
2012

14%
10%

ALGARRA

8%

Otras

2009

2012

PART. 2012 PRICE I 2010

38.6%
100
37.4%
110
14.5%
108
5.8%
106
3.7%
83

PRICE I 2011
100
112
111
107
83

PRICE I 2012
100 PREMIUM
115
113 ESTANDAR
108
83

Volumen 2010
584.09
489.59
202.61
88.61
54.79

Tamao del mercado (millones de Lit

Tamao del mercado (millones de $)

820
800
780
760
740
720
700
680
660
Tamao del mercado

Ventas 2010
1,683,092

Ventas 2011
1,879,684

Ventas 2012
1,951,245

Ventas 2011

Tamao del mercado

Ventas $

Ventas 2010

Premiun

$ 851,639.13 $ 962,500.05 $ 1,012,607.10

Alto

$ 772,819.68 $ 844,797.15 $

Estandar

58,633.42 $

Volumen Lt.
Premiun
Alto

Estandar

Ventas 2012

72,386.94 $

866,539.35
72,098.55

Litros 2010
Litros 2011
Litros 2012
544.85
604.70
608.82
339.64
369.38
376.35
31.11
38.30
37.95

$ 800,000.00
$ 700,000.00
$ 600,000.00
$ 500,000.00
$ 400,000.00
$ 300,000.00
$ 200,000.00
$ 100,000.00

112
100

115
110

113
111
108

108

107
106

Volumen 2010
715

$ 100,000.00
$COLANTA
Ventas 2010

ALPINA
Ventas 2011

ALQUERIA
Ventas 2012

PARMALAT COLMBIA

PRICE I 2010

PRICE I 2011

ALGARRA
PRICE I 2012

350.00
115
112
110

300.00
250.00

113

111
108

100

108
106

107

200.00
150.00
100.00
50.00
COLANTA
Volumen 2010

ALPINA
Volumen 2011

ALQUERIA
Volumen 2012

PARMALAT COLMBIA
PRICE I 2010

PRICE I 2011

ALGARRA

Volumen 2011Volumen 2012

615.39
602.53
537.08
529.09
216.23
240.55
88.36
95.47
62.81
61.11

Tamao del mercado (millones de Litros)

$ 1,200,000.00
$ 1,000,000.00
Volumen 2010
715

Volumen 2011
Volumen 2012
786 $ 800,000.00 802
$ 600,000.00
$ 400,000.00
$ 200,000.00
$-

140
120

Premiun

Alto

Estandar

Ventas 2010

$ 851,639.13

$ 772,819.68

$ 58,633.42

Ventas 2011

$ 962,500.05

$ 844,797.15

$ 72,386.94

Ventas 2012

$ 1,012,607.10

$ 866,539.35

$ 72,098.55

700.00
600.00
500.00

83
83 83

100

400.00

80

300.00
200.00

60
40
20

100.00
-

Premiun

Alto

Estandar

Litros 2010

544.85

339.64

31.11

Litros 2011

604.70

369.38

38.30

20
0
ALGARRA
PRICE I 2012

140
120
100
83

80
60
40
20
0

ALGARRA
PRICE I 2012

Litros 2011

604.70

369.38

38.30

Litros 2012

608.82

376.35

37.95

200000
260000

Estandar
31.11
38.30

38.30
37.95

COLANTA
Entera
Deslactosada
Descremada

ALPINA

ALQUERIA

PARMALAT COLMBIA
ALGARRA