bachelorThesis
Cumbiano
Autor
Osorio Tobaria, Maria Camila
Cruz Gomez, Juan Camilo
Ospina Mera, Felipe Antonio
Institución
Resumen
Colombia is a country with richness and diversity being an exporting country par excellence and coffee is one of the flagship products of the country, which for many years has been representing the Colombian culture.
Cumbiano is a project that has been organized for the last 3 years, with the purpose of offering an experience to the consumers, initially 5 to 10 coffee growers from Buenavista Quindío will be employed, who have a coffee experience that will be of great help to the company, the idea of this is to give value to the labor force and to pay a fair price for their work.
The sale of the products will be carried out through the implementation of e-commerce through a web page and sales through social networks, always creating new strategies based on experiential marketing.
The goal of Cumbiano is to offer a different shopping experience to the consumer, in which customer service is used to capture the customer and, through different audiovisual aids, help people learn how to prepare a good coffee and differentiate between when they are consuming a quality coffee and when they are not.
Although it is a market that has been approached for years, the lack of value given to labor has been evidenced, putting the coffee growers at a disadvantage, who on occasions must lower their prices in order to be able to sell their products.
The idea of this enterprise is not to increase coffee consumption, but rather that people learn to be conscious consumers of the type of quality of coffee that they are consuming and that they learn the correct preparation to enjoy the flavor of a good coffee.
Due to the fact that it was determined that Colombians do not know how to differentiate between the different types of coffees that exist in the market and the brands that offer them, the great majority of people opt to buy instant coffee because they do not know the different types of preparations that allow them to enhance the flavor of a quality coffee.
The financial model was initially carried out with a market launch with bags of 350 grams of coffee, this amount will have a cost of 26,000 which will include all the accompaniment of the Cumbiano experience with consumption instructions and an approach with the history of the origin of this, later and after testing the market a presentation of 500 grams will be offered, with an approximate price of 40,000.
The training and accompaniment that will be offered initially will be through the web page, working on the creation of experiences at home, through informative videos in which people will be able to learn about the product, the idea is that they learn about the entire coffee process from its harvesting to its preparation.