Publication: PROPUESTA DE MODELO DE NEGOCIO PARA UNA TIENDA DE CUPCAKES CON ENFOQUE EN EL MARKETING SENSORIAL, UBICADA EN SANTIAGO REGIÓN METROPOLITANA
Date
2016
Authors
GALDAMES VULINOVIC, CONSTANZA JELENA CARMEN
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
El presente estudio corresponde a una propuesta de modelo de negocios de una tienda dedicada a la elaboración y comercialización de cupcakes, enfocada en la experiencia multisensorial única del cliente en torno al producto, la participación activa del cliente en el resultado final del producto, la integración de canales de venta físicos y virtuales y la generación de valor y reputación de marca. El modelo de negocios que se presenta corresponde a un modelo flexible e incremental, que da como resultado la posibilidad de tener una tienda de distintas características con los distintos elementos que se elijan.Al ser una industria incipiente en nuestro país, se analizan mercados extranjeros donde éstas tienen un mayor desarrollo como Estados Unidos y Reino Unido, al observar estos mercados se puede tener una perspectiva del comportamiento de la oferta y demanda y generar aprendizajes y oportunidades de mejora que sean aplicables a Chile. Por lo mismo, es importante entender el comportamiento del consumidor chileno y en particular el consumidor que busca la indulgencia en el “Comfort Food” término que se refiere a cualquier comida o bebida que genera en el consumidor una recompensa especial, las razones de que un alimento se vuelva un “Comfort Food” son variadas, puede deberse a la familiaridad con esta comida y/o a asociaciones placenteras. Este tipo de comidas produce un efecto “opio” en el cerebro, que puede deberse a su naturaleza confortable.¿Por qué el 94% de los procesos de innovación fallan?, ¿Por qué abre una tienda, consigue muchos clientes y al tiempo estos se cambian a la competencia?, o ¿Por qué existe un precio menor a la vuelta de la esquina?. La razón de esto es que las empresas no tienen la menor idea de qué es lo que quiere y siente el consumidor; sus verdaderas motivaciones, ni cómo reacciona ante los estímulos que se les presentan y por lo mismo, no conocen las posibilidades que reviste hacer más científico el marketing, la publicidad y el proceso de innovación.El desarrollo de esta investigación se divide en 5 etapas. En la primera etapa se realiza un levantamiento de información para conocer los antecedentes sobre la industria pastelera y del cupcake a nivel mundial y en chile, las nuevas tendencias de estas industrias, la sustentabilidad, el cuidado de la salud y las normativas que rigen este tipo de negocios. En los antecedentes se obtuvo información relevante respecto a la evolución que ha tenido la industria pastelera chilena en los últimos años. las estadísticas demuestran que Chile se consolida como el mayor consumidor de dulces, pastelillos y caramelos de América Latina, llegando a una cifra de 2,3 Kg por habitante y por año. Esta cifra representa un crecimiento de 30,8% en los últimos 5 años. Esta curva de todas maneras se viene aplanando desde 2011 debido a en parte el cambio de preferencia entre los consumidores hacia otros tipos de alimentos sustitutos más saludables.De acuerdo a datos proporcionados por el Banco Central, las industrias manufactureras no metálicas representan un 9% del PIB. Dentro de él, el sub rubro alimentario representa un 2% del PIB, y en él, la actividad económica fabricación de pan, productos de panadería y pastelería representan un 0.13% del PIB. Las pastelerías en chile forman parte del 1.49% del total del mercado nacional, esta participación ha aumentado en un 413.8% comparado con 2005 a una tasa anual de crecimiento compuesto de 20% en los últimos 9 años. Las ventas de esta actividad han aumentado en un 110% desde 2013 a 2014, un 812% vs 2005 y un crecimiento compuesto de 28% en los últimos 9 años, llegando a 311.541.741 UF para 2014.El sector pastelero es uno de los más versátiles del mercado, no solo en términos de productos sino también de hábitos y lugares de compra Las tendencias convergen a locales ubicados dentro de mall o puntos de alta afluencia y es cada vez más común que los productos sean elaborados completamente o al menos en su última fase en el mismo lugar, para de esta forma ofrecer productos personalizados y exclusivos a los clientes. De acuerdo a datos de Euromonitor Internacional, Chile sigue liderando el consumo per cápita de la región, llegando a un 88% de la población como consumidores activos de productos de pastelería.El perfil del consumidor en chile, es el de un consumidor que sabe un poco más acerca de su salud, especialmente en el sector oriente del Gran Santiago, un núcleo urbano extensamente poblado y con mayor capacidad adquisitiva. Esto hace que busquen productos reducidos en grasas, azúcares y libres de alérgenos, el futuro de la pastelería va en esa dirección y también hacia la globalización, las mezclas culturales y la utilización de nuevas tecnologías.Estando establecido el contexto en el cual se desarrolla la investigación, se presenta la segunda etapa, donde se analiza en profundidad el comportamiento de la industria local y de lo que ofrece la Región Metropolitana en cuanto a la industria del cupcake, como resultado se obtiene que existe un desarrollo importante de negocios Online con despacho y en menor medida negocios establecidos en el sector oriente del Gran Santiago. Luego de esto se realiza el análisis PESTLA. En el análisis político, se observa un decrecimiento en la evaluación positiva del gobierno, principalmente como consecuencia de los escándalos de corrupción asociados a Caval, SQM y Penta. En el análisis económico se aprecia una recesión económica importante a nivel de país que podría continuar el 2016 con un crecimiento económico menor al esperado. En el análisis sociocultural y demográfico se analiza la nueva escala de los grupos socio económicos existentes en chile y su distribución en el Gran Santiago, donde el estrato alto corresponde a un 16% de la población, y el estrato medio a un 47%, estos estratos se distribuyen en comunas del Centro y Nor-oriente del Gran Santiago. De acuerdo a la actualización de la población 2002-2012 y proyecciones 2013-2020, la distribución de acuerdo a la edad indica una predominancia en el rango etario de 30 a 44 años en la comuna de Santiago y de 15 a 29 años en la región metropolitana.El análisis tecnológico revela la existencia de múltiples herramientas disponibles en el mercado para la gestión, eficiencia y seguridad de los procesos de producción, logística, distribución, inventario, envíos, facturas, ventas y contabilidad de la empresaPara el análisis a los factores ambientales, se observa una alta valoración de las comunidades por empresas que se preocupen de su impacto en el medio ambiente, las empresas han entendido que la sustentabilidad se traduce en un reto a la innovación, creatividad y experimentación de nuevas formas de producir y hacer negocios.En tanto, en el análisis legal se observa que para este tipo de negocios los sistemas normativos a implementar para su funcionamiento persiguen el desarrollo de estándares internacionales de gestión en distintos ámbitos, algunos de los cuales afectan directamente la productividad, la satisfacción de los clientes, la minimización del impacto de la empresa sobre el medio ambiente, e incluso sobre la comunidad.En esta etapa también se analiza, mediante el uso de la herramienta de las Cinco Fuerzas de Porter, el micro entorno donde se pretende desarrollar el proyecto, identificando una rivalidad media de los competidores de la industria y una rivalidad media en la amenaza de competidores potenciales. Se observa también el aprovechamiento de las economías de escala y el bajo poder de negociación de los proveedores. En cuanto a los clientes, su poder de negociación es medio al igual que la amenaza de productos sustitutos.En la tercera etapa se desarrolla el análisis de la oferta, analizando las empresas que han sido exitosas a nivel mundial en la venta de cupcakes. En general se observa que estas empresas deben su éxito a la gran calidad y personalización de sus productos y servicios asociados. Más adelante se presentan casos de éxito fuera de la región metropolitana y casos de éxito en emprendimientos temáticos, en cuyos casos se repite el mismo patrón descrito para los éxitos internacionales. Se presenta además la competencia sustituta y la más agresiva ubicada en el Gran Santiago. Para complementar lo anterior se realizan entrevistas a expertos en el tema, entre ellos dos de los principales competidores más agresivos, para conocer como sus clientes valoran el producto, su calidad y los servicios anexos, qué tipos de clientes cubren, detalles sobre sus medios de captación de clientes y su apreciación sobre las normativas que aplican a estos negocios en Chile. De las entrevistas se obtuvo que el producto es cada vez más valorado, lo que viene como consecuencia de las tendencias que llegan desde el extranjero, también dentro de los servicios anexos valorados se encuentra el despacho, el catering, clases de repostería y cafetería boutique. En cuanto a los clientes, se trata de hombres y mujeres de todas las edades pertenecientes a los niveles socioeconómicos medio-alto, que compran al menos una vez a la semana. Los medios de captación más utilizados por los expertos son ferias, publicidad en revistas y boca a boca.La cuarta etapa es el análisis de la demanda, en él se analizó el comportamiento, frecuencia de compra, motivaciones, preferencias, estacionalidad y grado de satisfacción del consumidor, realizando una encuesta a 102 personas, entrevistas a 12 clientes, un Focus group a 6 clientes y una encuesta a 100 personas para validar los factores de éxitos encontrados en el análisis de la oferta.De las encuestas a 102 personas se encontró que las personas que consumen de estos productos prefieren en un 34 % realizar la compra en una pastelería y un 28% de forma Online. Están dispuestos a pagar entre $1000 y $1500 por cupcake. Respecto a la cantidad comprada, un 46% de las menciones indica entre 4 y 6 unidades. A su vez se obtuvo información sobre los atributos del producto valorarían, entre ellos está “reducido en grasa y calorías”, con más de 63% de valoraciones favorables. En cuanto a los productos complementarios que valoran, los más destacados son “Cafetería y otras bebidas”, “Muffins y otros tipos de pastelillos” con sobre un 90% de valoraciones favorables. Los servicios asociados valorados son “Despacho a domicilio “con 70% de valoraciones favorables y “Distintos medios de Pago” con un 93% de valoraciones positivas La frecuencia de compra predominante se sitúa en una vez cada tres meses, esta baja frecuencia puede deberse a la no habitualidad de compra de cupcakes en estos consumidores (de todas maneras todos compran cupcakes); las entrevistas a clientes que son compradores asiduos de cupcakes dieron como frecuencia más de una vez al mes e incluso a la semana. En estas entrevistas realizadas a 12 clientes donde un 25% corresponde a hombres y 75% a mujeres, pertenecientes a comunas del sector oriente de Santiago, los entrevistados se mostraron muy interesados en los cupcakes, destacando entre sus atractivos la variedad de diseños y sabores, y como aspectos negativos el exceso de azúcar de coberturas y bizcochos. Estos consumidores consiguen sus cupcakes principalmente en pastelerías, y acompañan de café y té el producto. Ellos también sienten atracción por vivir nuevas experiencias y las últimas tendencias y consideran que estimular los sentidos en el proceso de venta se configura como una ventaja competitiva para una empresa. Son personas que utilizan con frecuencia las redes sociales, principalmente Facebook con 75% e Instagram con 58% y que perciben positivamente la existencia de clubes de clientes. Un aspecto importante observado en las entrevistas es la preocupación por el cuidado de la salud de los clientes, para el 100% de los encuestados lo fundamental es moderar los niveles de azúcar, grasas y las porciones. Finalmente se observa que los entrevistados consideran fundamental que el cliente interno represente la marca y los estándares y valores de la empresaEn esta etapa se analizaron y validaron también los factores de éxito observados en el análisis de la oferta, se realizó una encuesta de valoración de acuerdo al diferencial semántico de Osgood de los factores observados. En la totalidad de los casos los promedios ponderados se encontraron sobre 5.5, en el sector de las valoraciones positivas.Con los análisis ya realizados se sigue con la última etapa de la investigación correspondiente a la realización de un modelo de negocios que tiene como eje central en aplicar el Marketing Sensorial, conocimientos de Neuromarketing, una serie de estrategias hacia el servicio al cliente, la innovación, mejora continua, aprovechamiento de las tendencias y excelencia en la industria del cupcake. La propuesta de valor se basa en la entrega de un servicio diferenciado de la competencia donde se vivirá una experiencia multisensorial, entregando productos de alta calidad que estimulen los sentidos del olfato, gusto y tacto y en menor medida el de la vista, mientras otros aspectos audiovisuales estimulan los sentidos de vista y auditivo. La identidad de la marca va a ser plasmada en 5 aristas, una para cada sentido. La propuesta se basa en primer lugar en asociaciones claves con empresas no competidoras, para ampliar la oferta y atraer la demanda de los consumidores, por ejemplo proveedores de bebestibles, insumos de repostería, clubes de clientes (diarios, telefonía, grandes tiendas), empresas de cupones e instituciones educacionales. En segundo lugar están las relaciones cliente proveedor para garantizar la fiabilidad de suministros, por ejemplo empresas de seguridad y aseo, Mantenimiento, medios de pago y Brand Ambasadors. El modelo requiere de la construcción desde cero de las instalaciones, por lo que se debe buscar financiamiento para desarrollar la compra del terreno, proyecto arquitectónico y proyecto de ejecución.Finalmente se recomienda al aplicar este modelo, la generación de documentos normativos que aseguren una óptima ejecución de los procesos y la gestión de la calidad total.
The present study corresponds to a business model proposition of a shop dedicated to the production and commercialization of cupcakes, focused on the unique multisensory customer experience around the product, the active participation of the customer in the end result of the product, integration of physical and virtual sales channels and the generation of value and brand reputation. The business model presented is a flexible and incremental model, which results in the possibility of having a store with different characteristics by choosing the different elements that are presented.As an emerging industry in our country, foreign markets where the industry has more development is analyzed (this are the cases of USA and UK). By observing these markets a behavioral perspective of supply and demand is obtained, and it is possible to generate learning and improvement opportunities that are applicable to Chile. Nevertheless, it is important to understand the behavior of the Chilean consumer and particularly the consumer looking indulgence in "Comfort Food", a term that refers to any food or drink that generates the consumer a special reward. The reasons for a food to become a 'Comfort food" are multiple, for example it may be due to familiarity with this meal and/or pleasant associations. These foods produce an "opium" effect in the brain, which may be due to its comfortable nature.Why 94% of innovation processes fail? Why entrepreneurs open a store, get many customers and soon all these customers prefer the competitors? or Why is there a lower price just around the corner? . The reason for this is that companies have no idea what the consumer wants and feels; their true motivations, or how they respond to the stimuli presented to them and therefore do not know the possibilities that lines doing a more scientific marketing, advertising and innovation process.The development of this research is divided into 5 stages. In the first stage information uprising is conducted to understand the background of the pastry industry and cupcake worldwide and of course in Chile, the new trends in these industries, sustainability, health care and government regulations in this type of business. Relevant Information was obtained in the background, the evolution that has taken the Chilean pastry industry in recent years. Statistics show that Chile has established itself as the largest consumer of sweets, cakes and candies in Latin America, reaching a figure of 2.3 kg per capita per year. This figure represents an increase of 30.8% over the past 5 years. This curve has been flattening since 2011 partly due to the change of preference among consumers to other types of healthier food substitutes.According to data provided by the Central Bank, non-metallic industries manufacturers represent 9% of GDP (Gross Domestic Product). Within it, the food sub category represents 2% of GDP and in it, the economic activity bread, pastry and bakery products account for 0.13% of GDP. Bakeries in Chile are part of 1.49% of the domestic market; this share has increased by 413.8% compared to 2005 at an annual compound growth rate of 20% in the last 9 years. Sales of this activity has increased by 110% from 2013 to 2014, an 812% growth vs. 2005 and composed of 28% over the past 9 years, reaching 311,541,741 UF in 2014.The bakery industry is one of the most versatile on the market, not only in terms of products but also on habits and places of purchase. Trends converge to stores located within mall or points of high inflow of customers. It is increasingly common for products to be made completely or at least its final phase in the same place, to thereby provide customized and exclusive products to customers. According to Euromonitor International, Chile continues to lead the region in per capita consumption of pastry products, reaching 88% of the population as active consumers.The consumer profile in Chile is a consumer who knows a little more about its health, especially in the eastern sector of Santiago, an urban area widely populated and with high purchasing power. This makes searching low in fat, sugar and allergen-free products, the future of the bakery it is going in that direction and also towards globalization, cultural mixtures and the use of new technologies.Being established the context in which the research is conducted, it comes the second phase, which is analyze in depth of the local industry behavior and what offers the Metropolitan Region in terms of the cupcake industry. The results obtained are that there is an important business development online, and with lesser extent, established businesses in the eastern sector of Santiago.After this it is performed the PESTLA analysis. In the political analysis, a decrease is observed in the positive evaluation of the government, mainly because of the corruption scandals associated with Caval, SQM and Penta. In the economic analysis the major economic recession seen at country level could continue in 2016 with an economic growth lower than expected. In the sociocultural and demographic analysis it is seen a new scale of socioeconomic groups in Chile. The distribution of these groups in Santiago can be very notorious, upper social groups corresponds to 16% of the population analyzed, and middle social groups to 47%, these groups are distributed in Central and north-east of Santiago. According to the update of the 2002-2012 population projections 2013-2020, the distribution according to age indicates predominance in the age range of 30-44 years in the city of Santiago and 15 to 29 years in the Metropolitan Region.The technological analysis reveals the existence of multiple tools available on the market for the management, production processes efficiency and safety, logistics, distribution, inventory, deliveries, invoices, sales and company accountability.The environmental factors analysis, shows a high valuation of communities for companies that care about their impact on the environment, companies have understand that sustainability translates into a challenge for innovation, creativity and experimentation of new ways to produce and do business.The legal analysis shows that, for this type of business, the regulatory systems implemented in operations pursue the development of international standards of management in different areas, some of which directly affect productivity and customer satisfaction, minimizing the impact of the company on the environment, and even the community.At this stage it is also analyzed the micro environment by using Michael Porter’s Five Forces tool, where the project will be developed, the analysis shows a midrange rivalry between competitors in the industry and a medium threat of potential competitors. The exploitation of economies of scale and low bargaining power of suppliers is also observed. As for customers, their bargaining power is medium as the threat of substitute products.At third stage the supply analysis is developed, analyzing companies that have been successful worldwide in selling cupcakes. It is generally seen that these companies owe their success to the high quality and customization of its products and associated services. Subsequently are presented success stories arising in the Metropolitan Region and success stories in thematic ventures; in which case the same pattern described for international success is repeated.Substitute and more aggressive competition located in Santiago is also presented. To complement this, expert interviews are conducted on the subject, including two of the top most aggressive competitors, the objective of these interviews is to know how their customers value the product, its quality and complementary services, what types of customers cover, details about means of customer acquisition and appreciation on the regulations that apply to these businesses in Chile.From the interviews it was found that the product is increasingly valued, which comes as a result of trends coming from abroad. Also, within the most valued complementary services and products are, catering, bakery classes and boutique cafe. As for customers, the objective groups are men and women of all ages belonging to medium-high socioeconomic levels, buying at least once a week. The acquisition means most used by experts are fair attendance, advertising in magazines and word of mouth.The fourth stage is the analysis of demand, its behavior, purchase frequency, motivations, preferences, seasonality and degree of consumer satisfaction was analyzed conducting a survey to 102 people, interviews with 12 clients, a focus group 6 customers and a survey of 100 people to validate success factors found in the analysis of supply.The survey applied to 102 people revealed that people who consume these products prefer to make the purchase in a bakery shop by 34% and 28% prefer to do it in online shops. They are willing to pay between $ 1000 and $ 1500 CLP per cupcake. Regarding the quantity purchased, 46% of the entries indicated between 4 and 6 units. Moreover, it was obtained information about the product attributes valued among consumers, like "reduced in fat and calories," with more than 63% favorable rating. As for complementary products that are valued, the most prominent are "Coffee and other drinks", "muffins and other pastries" with about a 90% favorable rating. The valued associated services are "home-delivery" with 70% favorable rating and "different means of payment" with 93% positive ratings The predominant frequency of purchase is once every three months, this low rate may be due to these consumers non regularity to buy cupcakes (nevertheless they all buy cupcakes). The interviews with customers who are frequent buyers revealed cupcakes are consumed more often, over once a month or even more than once a week.In these interviews to 12 clients, 25% were men and 75% women, belonging to communes in the eastern sector of Santiago, respondents were very interested in cupcakes, highlighting among its attractions the variety of designs and flavors, and negative aspects excess sugar topping and biscuits. These consumers get their cupcakes mainly in bakery shops, and coffee and tea accompany the product. They also are attracted to new experiences and the latest trends and consider that stimulate the senses in the sales process is configured as a competitive advantage for a company.They are people who frequently use social networks, mainly Facebook and Instagram with 75% to 58% and positively perceive the existence of customer clubs. An important aspect observed in interviews is concern for the health care of customers, for 100% of respondents the key is moderating the levels of sugar, fat and portions. Finally it is noted that the respondents consider it essential that the internal customer represents the brand and the standards and values of the companyAlso in this stage are analyzed and validated the success factors observed in the analysis of supply, a survey valuation according to Osgood semantic differential of the observed factors was performed. In all cases the weighted averages were found about 5.5, in the positive ratings segment.With the analysis already made it follows with the final stage corresponding to the realization of a business model whose central axis is to apply Sensory Marketing strategies, knowledge of Neuromarketing, a number of strategies to customer service research, innovation , continuous improvement, utilization trends and excellence in the industry of cupcakes . The value proposition is based on delivering a differentiated service competition where live a multisensory experience, delivering high quality products that stimulate the senses of smell , taste and touch and to a lesser extent the view while other audiovisual aspects stimulate the senses of sight and hearing. The brand identity will be reflected in 5 edges, one for each direction. The proposal is based primarily on key partnerships with non-competing companies, to expand the supply and attract consumer demand, such as suppliers of beverage, supplies pastry, clubs customers (newspapers, telephone, large stores), business coupons and educational institutions. Second are the customer supplier relationships to ensure reliability of supplies, such as security and cleaning companies, maintenance, payment and brand ambasadors. The model requires the construction of facilities from scratch. Funding it is required to develop land acquisition, architectural design and project execution.Finally it is recommended to apply this model, the generation of regulatory documents to ensure optimal execution of processes and total quality management.
The present study corresponds to a business model proposition of a shop dedicated to the production and commercialization of cupcakes, focused on the unique multisensory customer experience around the product, the active participation of the customer in the end result of the product, integration of physical and virtual sales channels and the generation of value and brand reputation. The business model presented is a flexible and incremental model, which results in the possibility of having a store with different characteristics by choosing the different elements that are presented.As an emerging industry in our country, foreign markets where the industry has more development is analyzed (this are the cases of USA and UK). By observing these markets a behavioral perspective of supply and demand is obtained, and it is possible to generate learning and improvement opportunities that are applicable to Chile. Nevertheless, it is important to understand the behavior of the Chilean consumer and particularly the consumer looking indulgence in "Comfort Food", a term that refers to any food or drink that generates the consumer a special reward. The reasons for a food to become a 'Comfort food" are multiple, for example it may be due to familiarity with this meal and/or pleasant associations. These foods produce an "opium" effect in the brain, which may be due to its comfortable nature.Why 94% of innovation processes fail? Why entrepreneurs open a store, get many customers and soon all these customers prefer the competitors? or Why is there a lower price just around the corner? . The reason for this is that companies have no idea what the consumer wants and feels; their true motivations, or how they respond to the stimuli presented to them and therefore do not know the possibilities that lines doing a more scientific marketing, advertising and innovation process.The development of this research is divided into 5 stages. In the first stage information uprising is conducted to understand the background of the pastry industry and cupcake worldwide and of course in Chile, the new trends in these industries, sustainability, health care and government regulations in this type of business. Relevant Information was obtained in the background, the evolution that has taken the Chilean pastry industry in recent years. Statistics show that Chile has established itself as the largest consumer of sweets, cakes and candies in Latin America, reaching a figure of 2.3 kg per capita per year. This figure represents an increase of 30.8% over the past 5 years. This curve has been flattening since 2011 partly due to the change of preference among consumers to other types of healthier food substitutes.According to data provided by the Central Bank, non-metallic industries manufacturers represent 9% of GDP (Gross Domestic Product). Within it, the food sub category represents 2% of GDP and in it, the economic activity bread, pastry and bakery products account for 0.13% of GDP. Bakeries in Chile are part of 1.49% of the domestic market; this share has increased by 413.8% compared to 2005 at an annual compound growth rate of 20% in the last 9 years. Sales of this activity has increased by 110% from 2013 to 2014, an 812% growth vs. 2005 and composed of 28% over the past 9 years, reaching 311,541,741 UF in 2014.The bakery industry is one of the most versatile on the market, not only in terms of products but also on habits and places of purchase. Trends converge to stores located within mall or points of high inflow of customers. It is increasingly common for products to be made completely or at least its final phase in the same place, to thereby provide customized and exclusive products to customers. According to Euromonitor International, Chile continues to lead the region in per capita consumption of pastry products, reaching 88% of the population as active consumers.The consumer profile in Chile is a consumer who knows a little more about its health, especially in the eastern sector of Santiago, an urban area widely populated and with high purchasing power. This makes searching low in fat, sugar and allergen-free products, the future of the bakery it is going in that direction and also towards globalization, cultural mixtures and the use of new technologies.Being established the context in which the research is conducted, it comes the second phase, which is analyze in depth of the local industry behavior and what offers the Metropolitan Region in terms of the cupcake industry. The results obtained are that there is an important business development online, and with lesser extent, established businesses in the eastern sector of Santiago.After this it is performed the PESTLA analysis. In the political analysis, a decrease is observed in the positive evaluation of the government, mainly because of the corruption scandals associated with Caval, SQM and Penta. In the economic analysis the major economic recession seen at country level could continue in 2016 with an economic growth lower than expected. In the sociocultural and demographic analysis it is seen a new scale of socioeconomic groups in Chile. The distribution of these groups in Santiago can be very notorious, upper social groups corresponds to 16% of the population analyzed, and middle social groups to 47%, these groups are distributed in Central and north-east of Santiago. According to the update of the 2002-2012 population projections 2013-2020, the distribution according to age indicates predominance in the age range of 30-44 years in the city of Santiago and 15 to 29 years in the Metropolitan Region.The technological analysis reveals the existence of multiple tools available on the market for the management, production processes efficiency and safety, logistics, distribution, inventory, deliveries, invoices, sales and company accountability.The environmental factors analysis, shows a high valuation of communities for companies that care about their impact on the environment, companies have understand that sustainability translates into a challenge for innovation, creativity and experimentation of new ways to produce and do business.The legal analysis shows that, for this type of business, the regulatory systems implemented in operations pursue the development of international standards of management in different areas, some of which directly affect productivity and customer satisfaction, minimizing the impact of the company on the environment, and even the community.At this stage it is also analyzed the micro environment by using Michael Porter’s Five Forces tool, where the project will be developed, the analysis shows a midrange rivalry between competitors in the industry and a medium threat of potential competitors. The exploitation of economies of scale and low bargaining power of suppliers is also observed. As for customers, their bargaining power is medium as the threat of substitute products.At third stage the supply analysis is developed, analyzing companies that have been successful worldwide in selling cupcakes. It is generally seen that these companies owe their success to the high quality and customization of its products and associated services. Subsequently are presented success stories arising in the Metropolitan Region and success stories in thematic ventures; in which case the same pattern described for international success is repeated.Substitute and more aggressive competition located in Santiago is also presented. To complement this, expert interviews are conducted on the subject, including two of the top most aggressive competitors, the objective of these interviews is to know how their customers value the product, its quality and complementary services, what types of customers cover, details about means of customer acquisition and appreciation on the regulations that apply to these businesses in Chile.From the interviews it was found that the product is increasingly valued, which comes as a result of trends coming from abroad. Also, within the most valued complementary services and products are, catering, bakery classes and boutique cafe. As for customers, the objective groups are men and women of all ages belonging to medium-high socioeconomic levels, buying at least once a week. The acquisition means most used by experts are fair attendance, advertising in magazines and word of mouth.The fourth stage is the analysis of demand, its behavior, purchase frequency, motivations, preferences, seasonality and degree of consumer satisfaction was analyzed conducting a survey to 102 people, interviews with 12 clients, a focus group 6 customers and a survey of 100 people to validate success factors found in the analysis of supply.The survey applied to 102 people revealed that people who consume these products prefer to make the purchase in a bakery shop by 34% and 28% prefer to do it in online shops. They are willing to pay between $ 1000 and $ 1500 CLP per cupcake. Regarding the quantity purchased, 46% of the entries indicated between 4 and 6 units. Moreover, it was obtained information about the product attributes valued among consumers, like "reduced in fat and calories," with more than 63% favorable rating. As for complementary products that are valued, the most prominent are "Coffee and other drinks", "muffins and other pastries" with about a 90% favorable rating. The valued associated services are "home-delivery" with 70% favorable rating and "different means of payment" with 93% positive ratings The predominant frequency of purchase is once every three months, this low rate may be due to these consumers non regularity to buy cupcakes (nevertheless they all buy cupcakes). The interviews with customers who are frequent buyers revealed cupcakes are consumed more often, over once a month or even more than once a week.In these interviews to 12 clients, 25% were men and 75% women, belonging to communes in the eastern sector of Santiago, respondents were very interested in cupcakes, highlighting among its attractions the variety of designs and flavors, and negative aspects excess sugar topping and biscuits. These consumers get their cupcakes mainly in bakery shops, and coffee and tea accompany the product. They also are attracted to new experiences and the latest trends and consider that stimulate the senses in the sales process is configured as a competitive advantage for a company.They are people who frequently use social networks, mainly Facebook and Instagram with 75% to 58% and positively perceive the existence of customer clubs. An important aspect observed in interviews is concern for the health care of customers, for 100% of respondents the key is moderating the levels of sugar, fat and portions. Finally it is noted that the respondents consider it essential that the internal customer represents the brand and the standards and values of the companyAlso in this stage are analyzed and validated the success factors observed in the analysis of supply, a survey valuation according to Osgood semantic differential of the observed factors was performed. In all cases the weighted averages were found about 5.5, in the positive ratings segment.With the analysis already made it follows with the final stage corresponding to the realization of a business model whose central axis is to apply Sensory Marketing strategies, knowledge of Neuromarketing, a number of strategies to customer service research, innovation , continuous improvement, utilization trends and excellence in the industry of cupcakes . The value proposition is based on delivering a differentiated service competition where live a multisensory experience, delivering high quality products that stimulate the senses of smell , taste and touch and to a lesser extent the view while other audiovisual aspects stimulate the senses of sight and hearing. The brand identity will be reflected in 5 edges, one for each direction. The proposal is based primarily on key partnerships with non-competing companies, to expand the supply and attract consumer demand, such as suppliers of beverage, supplies pastry, clubs customers (newspapers, telephone, large stores), business coupons and educational institutions. Second are the customer supplier relationships to ensure reliability of supplies, such as security and cleaning companies, maintenance, payment and brand ambasadors. The model requires the construction of facilities from scratch. Funding it is required to develop land acquisition, architectural design and project execution.Finally it is recommended to apply this model, the generation of regulatory documents to ensure optimal execution of processes and total quality management.
Description
Catalogado desde la version PDF de la tesis.
Keywords
MARKETING SENSORIAL , NEUROMARKETING , VENTA DE CUPCAKES