Universidad del Rosario

Escuela de Administracin
Fundamentals Marketing
Camilo Andrs Briez Lara
Daniel Alfonso Batista Contreras

Marketing Mix Product

1.

Precios de cada una de las diferentes marcas de leche

2,820

2,800

2,780

2,760

2,740

2,720

2,700

2,680 ALPINA ALQUERA COLANTA PARMALAT

 2.
1. What features/characteristics of my product are similar and which are
different to those of my competitors products?

Similar Characteristics:

All the four brands have vitamine A and vitamine D

The percentage of fat in all the brands is between 6-8%
All four brands are recognized brands of milk.
All four milks bags are whole milk.
All four brands were made in Cundinamarca.

Different Characteristics:

The Price between those four brands is different.

The ease of finding each product is different.
The colours in each milk bag is different.
The percentage of calcium is different between each one.
Alquera, Alpina and Colanta have been reviewed and approved in quality by
different companies.
 2.
2. Packaging

Alpina:

- The bag have color blue and White

- The frontal side is composed by the label and general components, and
the due date.
- In the back side there is the nutritional information, a small infography
about the product and the people that produce it, too the ingredients and
the place where the milk was produced.
 Alquera:

- The bag have principal colours that are red and White.
- The frontal side is composed by the label and general components, Too
the percentage of calouries.
- In the back side there is the nutritional information, the quality checked,
the due date, and an image about Alquera flavor.
 Colanta:

- The bag have color Green and White.

- The frontal side is composed by the label, the general characteristics, the
quality checked, the due date and an image of a cow.
- In the back side there is the nutritional information, the ingredients, the
place where the product was made, and a mental map about quality of
colanta.
 Parmalat:

- The bag have color White and red.

- The frontal side is composed by the label and some product specs
- In the back side there is the nutritional information, the general
characteristics, the place where the product was made, the ingredients,
and an infography about curious data of the brand and of the product.
 2.

3. Label Objective/ Descriptive:

PARMALAT.
- Objetive.

1. Parmalat doesnt offer any kind of use of the product.

2. Product is made for Parmalat Colombia ltda.
3. It was made in Jumbo, Valle del Cauca.
4. The due date is 12/12/17
5. Parmalat milk contents whole milk. Cont. net 1100 ml (superlitro)
6. Product has these characteristics of quality:
I. It is long life.
II. It is ultra high temperature milk added with vitamins A and D.
III. It ensures strong bones for your family.
IV. It doesnt need refrigeration before open.

- Subjective.

1. The product doesnt have an attractive colors and graphics and the colors are
neutral. But, it has the human factor at principal cover page and that is very
important. However, mark doesnt transmit something attractive to the eyes of
buyers, it is very simple, and a little disorganized with written information.
Product achieves to give information of quality and does that buyer knows easy
what so good quality is buying. Besides, Parmalat doesnt offer a product
without preservatives and that is something important for buyers. Mark doesnt
achieve to join good quality with good presentation of product, it isnt
complete.
2. Parmalat doesnt includes in this product its slogan. So, Parmalat is losing the
opportunity to transmit something additional besides the essence of product.
 ALQUERIA.
-Objective.
1. Alqueria doesnt offer any kind of use of the product.
2. Product is made for productos naturales de la sabana S.A.
3. It was made in km 5 via Cajica- Tabio.
4. The due date is 29/11/17
5. Alqueria milk contents whole milk (creamy). Cont. net 1100 ml (megalitro).
6. Product has these characteristics of quality:
I. It is long life.
II. It doesnt content preservatives.
III. It is ultra high temperature milk.
IV. It doesnt need refrigeration before open.

-Subjective.
1. The product have a little of an attractive product, colors and graphics are more
pleasing to the eye. The cover page of product is more dynamic and transmits
it. Moreover, there is no many information at the principal cover page and that
does that it looks more organized, but not offer quality information in this front
of package and that not encourages buyer. Mark achieve to join good quality
with good presentation of product, it is a little complete. Besides, it is easy to
knowing the quality of product but it isnt interactive.

2. Alqueria doesnt includes in this product its slogan. Bu t, it has a sentence at

cover page that is: los que saben de sabor prefieren Alqueria. That phrase is
important to transmit security to buyer and encourages to buy this product.
Also, this phrase achieves to transmit that product is an excellent flavor.
 COLANTA.

-Objective.

1. Colanta doesnt offer any kind of use of the product.

2. Product is made for colanta.
3. It was made in Funza-Cundinamarca.
4. The due date is 10/12/17
5. Colanta milk contents whole milk. Cont. net 1100 ml (maxilitro).
6. Product has these characteristics of quality:
I. It is long life.
II. It is ultra high temperature milk added with vitamin A and D3
III. It doesnt need refrigeration before open.
IV. It is: rich in calcium, product without preservatives, microbiological,
physicochemical and sensory control, it is a good source of protein, it
is pure milk without added whey, greater chain of cold to the consumer
and it is a 100% Colombian product.

-Subjective.

1. The package of product is very unattractive in relation to colors and graphics.

It isnt dynamic in transmit information, the colors and graphics are neutrals,
but it focuses on the quality of product. At back part of package there is quality
information of product in an organized form. Only is attractive to consumers
the quality, because other aspects arent important for what mark wants to
transmit. It is very simple in form to present the product (colors and graphics),
but are focuses on quality.
2. Aquaria doesnt includes in this product its slogan. However, neither includes
some phrase that encourages to buyers, mark only based in highlight quality
with sentence as this: la calidad de la leche Colanta garantizada. It doesnt
offer something else.
ALPINA.

-Objectives.

1. Alpina doesnt offer any kind of use of the product.

2. Product is made for productos alimenticios S.A.
3. The due date is 29/12/17
4. Alpine milk contents whole milk. Cont. net 1100 ml (maxilitro).
5. Product has these characteristics of quality:
I. It is long life.
II. It is ultra high temperature milk added with vitamin A and D.
III. It doesnt need refrigeration before open.
IV. Alpine milk doesnt have preservatives.

-Subjective.

1. The product is very attractive to the eye, it has a dynamic presentation in front
and back part of package. It is very organized and colors that uses are very
interesting. The graphic is more related with field and cows, it isnt humanized
bat is naturalized. Moreover, it based on quality of product and form to sell
product that encourages consumers to buy this product.

2. Alpina doesnt includes in this product its slogan. But in back part of package
includes a combination among quality and encouraging phrases with its
graphic respective. This mark achieves to transmit security to buyer, achieves
to offer trust in product that consumers get. Moreover, mark does that buyer
feels good buying this product, not only for quality, but also for presentation
form of product.