PART I.

MARKETING
La Alfajorería:
Marketing mix
 La Alfajorería: Marketing Mix

Product:
Our company has been dedicated to the elaboration of alfajores with an added
value that is the variety of flavors: Traditional dulce de leche, Traditional dulce
de leche with coconut, Pineapple, Nutella and strawberry. In addition to that
they are made at home with quality ingredients

Price:
The price will be use as a key element to segment the public, allowing the
profitability of the product. It seeks to achieve an increase in sales through fixed
prices that facilitate the obtaining of profits for the company and the channel.
 La Alfajorería: Marketing Mix

Square:
Our product will be distributed in the National District, specifically in
cafes and catering companies, companies dedicated to the sale of snacks
and more (example Las Doñitas), small restaurants (example Plus and
Apetito), supermarkets and groceries, where consumers are located of
middle and upper middle class.

Promotion:
-Create tasting stations for our product in small restaurants and
cafeterias
-Participate on school and college activities.
-Development of limited flavors
-Create activities or events where we can promote our product
 La Alfajorería:
Determination of
product price
 Production costs
Price

Quantity Unity Description Unit cost Total

60 gr Sugar glass 0.178 10.68
2 units Eggs 6 12
130 gr Flour 0.06 7.8
100 gr Constarch 0.22 22
4 gr Baking powder 0.4 1.6
200 gr Dulce de leche 0.34 68
30 gr Grated coconut 0.4 12
110 gr Butter 0.54 59.4
0.35 oz Vanilla 3.1 1.085
TOTAL 193.48
Price for each
alfajor RD$ 35.00
Cost of
production for
each alfajor RD$ 7.7
Profit margin RD$ 27.3
 La Alfajorería:
Market segment
 La Alfajorería: Market segment

Sex: Male and female

Age: 6 to 60 years
Religion: Does not influence
Socioeconomic level: C and C +
Behavior: Our product is aimed at personal consumers,
sweet lovers with an active lifestyle, who seek quality
and enjoy the home-made
La Alfajorería:
Competitive
advantage
 La Alfajorería: Competitive Advantages

Innovator item
Variety of flavors
Delicious taste
Home product
Quality ingredients
La Alfajorería:
SWOT analysis
 ANALYSIS SWOT

Strengths Weaknesses Opportunities Threats

Low cost Established competencies Promotions Appearance of new competitors

Good presentation We are new to the market Expansion of product variety Strong competition

Good quality Size of the company Use of technology for process simplification

Teamwork Satisfied customers

Variety of product Achieve greater distribution coverage

La Alfajorería:
Distribution
 La Alfajorería: Distribution

Class of distribution

Indirect: This type of distribution channel is characterized for it’s

one or even several intermediaries between the producer and the
final consumer, which will help the product to get to its
destination.

Type of distribution

Selective: We will distribute our product in points of sales in the

city of Santo Domingo since we understand that our product made
at home should be made known in the city of the country and then
we can focus on distribution outside the city.
 La Alfajorería: Distribution

Distribution objectives

● Reach all the final consumers that we established as a

goal.
● Achieve effective distribution through our channels.
● Be a recognized brand in the market.

Member channels

Coffee shops, Catering Companies, Establishments dedicated

to the sale of snacks and more, Small restaurants,
Supermarkets y Groceries
 La Alfajorería: Logistics

COLLECTION OF RAW PRODUCTION PACKING

MATERIALS

ORDER PREPARATION TRANSPORTATION & DELIVERIES TO

DISTRIBUTION MEMBER CHANNELS
 La Alfajorería: Terms of distribution

The distribution for our member channels will be made in our pack of
12 alfajores.

We will have 3 predesigned packages for distribution, although

distributors can vary them in the way they like. The packages are the
following:

● Natural Package: It will have a combination of pineapple and

strawberry alfajores.
● Bomba Package: It will have a combination of traditional
alfajores, traditional alfajores with coconut and alfajores
stuffed with nutella.
● Traditional Package: It will have a combination of traditional
alfajores and traditional alfajores with coconut.
 Determination of member channel profit

Price for each alfajor RD 35

Percent member channel profit 15%

RD$ 5.25

Total profit per dozen RD 63

 PART II.
ADVERTISING
 La Alfajorería: Advertising

Characteristics of the brand: Legible, harmonic and positive

Media to use: Facebook and Instagram.

Objectives of advertising:
● Make our brand known as the first option for all the public at the
time of consuming desserts.
● Awaken needs
● Position the brand
● Increase the number of consumers
 La Alfajorería: Advertising

Duration
The duration of the campaign will be determined after seeing the response of our
consumers, but it is estimated to last 4 months. Advertising costs vary according to
the desired scope, but we will spend $ 12 for advertising with a duration of three
days. repeating this twice a month, with a total of 8 promotions in a range of four
months.

Advertising coverage: National

Demand: Selective,: Since the advertising efforts are directed to a single product.

Why will we use Facebook and Instagram?

We will use Facebook and Instagram for our advertising, since it seems like a good
idea to start promoting at a low cost. Our goal with social networks is to have a
significant reach of the population and that they recognize our rand.
 La Alfajorería: Advertising
tactics

We will use themes and festivities of the moment to make thematic alfajores
and new flavors.

'' Mama does it better ''

Objective: To inform about the existence of the product and its main
characteristics, facilitating the testing of the product
Tactic: Elaborate Alfajores in the form of flowers to stimulate the general
demand

2. '' For the best dad ''

Objective: To inform about the limited creation of traditional Alfajores bathed
in chocolate and glaze
Tactic: To make alfajores bathed in chocolate filled with dulce de leche and
bathed in icing.