THE 7 P of MARKETINGBeer Free gluten

EL BOLSÓNESP MARKETING_002V

SUSANA QUEVEDO DUOC UC 2014 P. VESPUCIO

PAZ BASAUREALEJANDRA CABELLOCARLOS VILLASECA

The markets are changing, that is a fact. Market reserchers and magazines told

about all this trends. The new ways of living, producing new needs, and that new

brands of product and services born every day.

One of the healt trends apeers to help people with some kind of disease.

In the market of food and healt The gluten intolerance is a clear example, as well as

diabetes and hypertension, which should modify their diets.

Gluten is a set of proteins contained

in the flour exclusively rainfed

cereals, mainly wheat, but also

barley, this compoun.

About the Market

Our history as a brewery dating from 1987 in which"Beer El Bolson" “Argentine scoredBromatológicos” corresponding permits andextended marketing their products throughout theregion. In 1992 obtained the empowerment ofnational brewery.

Its logo includes the international symbol forgluten free products, differentiates productssuitable for coeliacs, referring to Argentina town,with the name and the red, green and blackcorporate colors.

"El Bolson" has been known for its wide range of

beers, the quality of their products and the best

fermentation processes, delivering an exquisite

product at a great price.

About the Brand “El Bolson Beer”

We focus on ABC1, C2 segment of the population who prefer a healthy lifestylewhile enjoying a social beer with an exquisite party.

About the Costumer

In our country about 70 thousandpeople are celiac, but newstudies have shown that thereare many untreated people, withabout 1 in 131 people, asdiabetics are about 850 thousandpeople, and more than 26.9 % ofChileans suffer fromhypertension.

The main competition in Chile is the brand “Estrella Daura Sin Gluten” marketedthrough online portal www.VinosWine.cl, being the result of a long research processdeveloped together with Damm and the unit the gluten of CSIC (Superior Council forScientific Research) using state of the art.

About the Competition

It is the first beer in Spain guarantee

gluten content below 6 ppm ( it is

accepted as a product suitable for

coeliacs which contains an amount of

less than 20 ppm gluten )

The label comes with the international

symbol that differentiates the products

suitable for coeliacs.

Its value is $ 1.290 and is available in

330ml versions.

There are 16 different types of beer "El Bolson" basically all share the samecomponent, gluten-free, in a glass container from 355cc to 660cc, and 17, 30barrels of 50 liters. The flavors range from lager, red, honey, black, smoky, cassis,cherries, raspberries, spicy, chocolate, cranberry, which allows it to be a beer witha wide variety of flavors for a large range of tastes.

STRATEGY OF THE 7Ps.Product

The strategy to be used in relation to the price will beabove that of our competitors, in order to attractaffluent customers to give a differentiated productstrategies were created in relation to restaurantsthat give dishes gluten so as to introduce beer. Thisin order to offer a wider variety to the clients and sothese have more options to choose from.

The market value will be beer 355ml be $1.350.-It should be noted that similarly to determine anappropriate price is considered with internal andexternal factors of the organization and the market.

STRATEGY OF THE 7Ps.Price

There is strong presence on social networks like Facebook and Twitter, plus BTL campaigns with major automotive exponents in Argentina, with Rally Dakar etc.

Also the web presence where details of all types of beers, composition and detailsare available online in their page www.cervezaselbolson.com

STRATEGY OF THE 7Ps.Promotion

The barrel sold, unpasteurized with a cold chain system that makes the beerreaches its destination as is offered in the brew pub in the factory and brewery indowntown “El Bolson”.

Distribution channels “Beer El Bolson” have been developed getting to sell beer ina large portion of the Patagonia Argentina.

STRATEGY OF THE 7Ps.Promotion

In Chile the distribution could be

possible through Jumbo

supermarkets, or Duty Free and

well segmented with a system of

exclusive distribution.

the presentation of our beers is in glass bottles of 355 and 660 cc., besides barrels17, 30 and 50 lts formats in which the beer retains all its nutrients and its exquisiteflavor.

STRATEGY OF THE 7Ps.PACKAGING

The market share of celiac beer in Latinoamérica it is short, only 3 exists, “El bolsón, Estrella Dumm and Ambar beer”. And “El Bolsón” it is made in argentina are from Europe an USA. So we can sayabout of the actual curent posición of El bolson in this product (Beer gluten free)itlittle. We have to recognize the big efforts from the frand to be insert with theseproduct and other wide lists of other tipes of.

STRATEGY OF THE 7Ps.Positioning

The market of hand made beers are increasing since 10 yearsago in lationamerica. The scene of traditional beers its verydifferent in europe, we can taste many diferent brands of beers. And beers specialis for celiac person, there is a fewwho works in that market. In latinoameria only we can seeonly brands who they offer this special product.

So we can say of El bolson celiac beer, is resently increasing in the market share, those are some os the most recogniaze.

They are do yo:

• Trustworthy• Reliable• Good Value For Money• Market

STRATEGY OF THE 7Ps.Positioning

The brewery maintains their artisan touch tradition, giving his place to all employeeson the brewery, understanding that each person is important in a process faithfull tothe tradition.

STRATEGY OF THE 7Ps.Positioning

“El bolson celiac beer” have good valuefor money, it is a brand of trusworty and innovate values in all the company.

Since the firts base each person in theproducción line, put the moust carefullydetails to offer this finanelly product.

The brand el bolson has a reputation, and the most important is be trusthtfulland reliable for the special costumerwho they

Thank You!