UNIVERSITY OF GUAYAQUIL

FACULTY OF ADMINISTRATIVE SCIENCES

BUSSINES MANAGMENT'S ENGINEERING
MARKETING FUNDAMENTALS

THEME:
LIGHT PRODUCT: Rice patty light.

GROUP
AUTHORS:

HERRERA JIMENEZ ANA

HERMIDAS ACOSTA ROSY
MERO CEDEO ROXANA
ROMERO BAILON CARMEN

CLASSROOM: 5-17
TEACHER: JORGE MIRANDA LPEZ.

INTRODUCTION
Health is very important in our life and therefore we should eat healthy, low fat and
calorie foods to keep the body strong and not interrupt our pace of life so we have
created a light product but with delicious taste.
It is a light empanada with rice-based dough rich in vitamins, stuffed with chicken,
cheese or meat stuffing and cooked in the oven without the use of vegetable oil.

OBJECTIVE
Provide light food, but with a delicious taste, without appearing to be a tasteless
product. The use of brown rice is important for its conservation of vitamins which will
allow us to provide a quality and nutritious product.

PRODUCT

RICE PATTY LIGHT

Ingredients:

Integral rice
Olive oil
Salt
Butter
Stuffing cheese, chicken or meat stuffing

Preparation:
1.- Cook the integral rice with water and salt (the
amount that you prefer).
2.- Let the rice cool.
3.- Grind the rice.
4.- Make balls of dough.
5.- Flatten the dough and put the condiment or filled.
6.- Shape the dough and take to the oven.
7.- Wait until browned empanadas.
8.- Serve with your favorite drink.

PRESENTATION OF THE LOGO AND ESLOGAN

STRATEGIC MARKETING
What is Strategic Marketing?
Strategic Marketing is the way a firm effectively differentiates itself from its
competitors by capitalising on its strengths (both current and potential) to provide
consistently better value to customers than its competitors.
Identification of one or more sustainable competitive advantages a firm has in the
markets it serves (or intends to serve), and allocation of resources to exploit them.
Customer-centric and competitively dominant marketing strategies are vital to
business success.
In order to formulate or design marketing strategies, in addition to taking into account
our objectives, resources and capacity, we must first analyze our target audience, in
such a way that, based on this analysis, we can, for example, design strategies that
allow us to satisfy their needs or Desires, or that take into account their habits or
customs.

But in addition to analyzing our target audience, we must also analyze competition
first, so that based on this analysis we can, for example, design strategies that allow
us to take advantage of their weaknesses, or that are based on the strategies they
are using and that Better results are giving them.

For better management of marketing strategies, these are usually divided or

classified into strategies for 4 aspects or elements of a business: strategies for the
product, strategies for the price, strategies for the place (or distribution), and
strategies for Promotion (or communication)
The strategies we are going to use for our product are:
Strategies for service.
Have well defined policies on customer service.
Strategies for promotion.
Create activities or events
Strategies for the price.
Reduce the price of the product, so that, in this way, we can attract a larger clientele.
Strategies for the product.
Include new services to the customer, which provide greater comfort or satisfaction,
for example, include home delivery.

MARKET POSITIONING.

Our product will be focused on the benefits offered by light rice, for example, it does
not contain gluten or cholesterol, it is low in sodium, fat and in calories. This helps to
maintain a balanced and healthy diet for those who consume it. If you consume a
balanced diet of light rice you will have a healthy life, with this we want to position
ourselves in the market, offer our future customers a product that will give them
quality, a good price and above all that will be very beneficial for their health,
because for We the health of our future clients will be the most important. That's why
our phrase is "eat well, eat healthy", we want to reach the palate of our guests as
well as help them to consume a nutritious product of very high quality.
The patty of brown rice will provide enough energy, as well as you will be eating
something that has a good flavor but the difference is that it will be light and will
benefit you a lot if you do not want to consume fats that make you fat.
Our product offers to give you quality, good price and especially variety, besides that
each patty will be full of dedication and effort always to provide the best, and do not
forget that our motto is "eat well, as healthy" because a healthy meal It should not be
abstaining from the richest meals but is to know how to eat, and with this we want to
reach the market, with a good product and above all healthy.

MARKET SEGMENT

The light patty based on brown rice is directed to the public over 30 years without
distinction of gender, people who cant consume fats or cholesterol because it is
baked, free of oil therefore low in fat content.
It is also aimed at people who manage a healthy lifestyle, who take care of their
image and aesthetics, helps to feed well help to get and maintain a thin figure; At the
same time you can enjoy a delicious product like a low calorie patty.

Market segment of the product breaded baking based on brown rice according to the
variables
Pictographic:

Lifestyle: Healthy, fitness

Social class: Medium and high
Tastes: rice

Demographic:

Age: greater than or equal to 30 years.

Gender: men and women.
Life cycle stage: Adulthood.

Geographical:

City: Guayaquil.

Behavioral:

Intended gain: Low fat consumption.

Attitude towards the product: Consumption of products mainly "light"