1.

Informacin de la Compaa
Nombre de la compaa

virtual liquor store LICO WEB

Nombre comercial

LICO WEB

Actividad de la empresa

Is a virtual liquor store that people can buy liquor

and snacks is an online store with a complete
portfolio of domestic and imported drinks 24
HOURS SERVICE

2.
History of the company

History of the company in detail

Medellin being the most populous

department (Antioquia) city; and the
country's second we saw the need; to
create a virtual decanter so that people
can buy liquor and snacks more easily,
comfortably, thinking of safety, quality
and speed. From home or anywhere
where they are they can access from
their technological devices and an
application for mobile devices.
-Tv
-Radio
Comercial on-line
-shelf

Advertising has been traditionally done?

-islands
- Product striking display of champagne.
- Promoter invite people to enjoy our
product

What kind of advertising and what issues were

addressed?

This project offered products such as

liquor and snacks market throwing its
online store created with Licoweb. The
store showed all the products, and serve
as a marketing channel for new offers
liqueurs and other complementary
products. The page showed in the online
store a good graphic image and improve
corporate identity of the company.
The category of the online store was
basic, and these are some of the
required functionality:
The catalog by products and categories
of spirits
Services at homes
Payment by credit card, bank transfer.
customer
loyalty
program
and
permanent promotional strategies

What were
campaigns?

the

objectives

of

- An App for android and IOS, in which

they can request your order from your
mobile home.
- On the Web page, it added a top 10
best-selling products, the new and the
highlights, so they capture the
previous
customer's attention.
- It also added a link with promotions
available at the time.
- For bought above $ 30,000, free home
delivery.
- Registered on Facebook, Instagram,
Twitter and google +.

Good service
timely delivery

quality of the product

Reliability management platform
What are the characteristics of your product
The purpose was to take possession as
or service?
the best selling domestic and imported
liquors in the online market. Achieving
the

confidence

of

customers

and

prospects.

The purpose of the company was

initially conquer coverage 30% of
What is the current position of your product in customers in the online market. Of the
the market?
city of Medellin. To be recognized in the
city of Medellin. Having a lot of
popularity.

3. THE PRODUCT OR SERVICE

Description of the product or service with all its features:
Physical (if it has)
Chemical characterization (if it has)
Packaging (if it has)
Benefits
Trajectory (how long was it released)
Lifecycle
Legislation
IT RELEASE WAS IN 2015
Pink Champagne
PRODUCT NAME
BRAND

SPA

COMPOSITION
TECHNICAL
AND
PRODUCT
CHARACTERISTICS ORGANOLEPTIC

Different types of grapes, sodium, sugar,

alcohol, calories and carbohydrates

Appearance, color liquid drink Ro

APPEARANCE
Aroma of fresh fruits of different
AND ODOR
of grapes
carton circular diameter of 7 cm
PACKING
height of 35 cm

TECHNICAL
AND
PRODUCT LABEL
CHARACTERISTICS ORGANOLEPTIC
CONTAINER

Adhesive label paper gold, 4cm w

8 cm long

Bottle of thick glass, to withstan

gas pressure and the bottom
bottle is reinforced for the
reason.
Box x 12 units

PACKAGING
Bottle height 32 cm x 6cm wide
DIMENSIONS

PRESENTATION

Pink Champagne bottle 32 cm high, with p

stopper pressure
750 ml

QUANTITY

To retain their properties of flavor and color, its life

USEFUL LIFE

ADDITIONAL INFORMATION

1 year

Operating temperature 9th, accompanying drin

cheese, cold meats and poultry.

SUMMARY TABLE LIFE CYCLE OF CHAMPAGNE SPA

PRODU
CT
PHASES

INTRODUCTION

INCREASE

STRATEGIES
* Offer a product that
provides a differentiator
plus, to create product
awareness among early
adopters.
* Manage a high price, but
reasonable to penetrate the
market.
* Implement an aggressive
advertising campaign that
encourages
product
testing.
* Advertising BTL, frilly and
tasting product.
* Create awareness and
interest in the mass
market.
* Manage a moderate price
* Make greater product
distribution.
*
Provide
possible
extensions
of
product,
service and quality of it.
* Maximize market share,
codifying in different stores
and distributors
* Reduce sales promotion
to take advantage of the
high consumer demand

RESPONSIBLE

Sales Manager.
Marketing department

MEANS
Financial: We will
have high costs, sales
are low, so profits will
be negative.
*
Human
talent:
Department
of
marketing, production
and
distribution
operators
*
Physical:
Raw
materials
and
supplies,
physical
plant.

* Financial: rapidly
growing sales and
profits increase.
* Human talent: more
jobs for production
and
product
Sales
Manager, distribution
are
Marketing
generated.
Department, and
* Physical: Increased
Logistics
purchases
of
raw
materials
and,
if
required, expansion of
production plant.

MATURITY

DECLINE

* Lower price to meet or exceed

*
Financial:
competitors.
maximum sales, low
*
Encourage
widespread
customer cost and
distribution of the product.
Sales Manager,
high profits.
* Highlight differences and brand Department
of * Human talent: the
benefits.
Marketing
and number of staff with
Logistics
high level of training
is maintained.
* Physical: High
volumes
of
raw
materials and inputs
to meet demand
*
Discontinue
low
turnover
* Financial: Low
products.
Channel stores and unconscionable
* Lower sales price of the product
distributors
sales
and
low
* Make us selective and withdraw coordinator.
profits.
from
unprofitable
stores
or Sales Manager
* Human
talent:
distributors.
Marketing
Downsizing by low
* Reduce costs of advertising and department.
production
promotion.
*
Physical:
Low
purchase of raw
materials
and
production inputs.

4. SWOT MATRIX (STRENGTHS, WEAKNESSES, OPPORTUNITIES AND

THREATS)

Weaknesses (they are internal to the company)

Opportunities (they are external, what the sale opportunities are)
Strengths (they are internal)
Threats (they are external)

5.BUDGET
Its the money assigned to the project.

4. CONSUMER/TARGET AUDIENCE
Describe the three types of consumers:

End consumer: The person who consumes the product, but doesnt decide on
the purchase.
Real consumer or objective: The person who makes the purchase decision.
Potential Consumer: The person who has a provisional contact with the product
or who will be the consumer in the future.
It has consistently demonstrated that perception in products by consumers varies
with the price. If the product show him with a high price, it is thought to be of better
quality. Of course, the quality is handled by the company provided you have good
publicity; and will give more credibility to the product. Everything is sequence. This
is the thinking of some consumers by its very naivete of supply and demand in a
product. We as consumers are ignorant of the strategies that companies put on the
market.
As for storage and placement of products is a logistic function that must have each
company you It receives is stored, the movement within the warehouse until the
product leaves ensuring the continuous and timely supply to consumers in
supermarkets and shops to ensure uninterrupted and rhythmic consumption of the
product; is how positive or negative variable supply and demand is generated.
Describe the profiles
Demographic profile
Geographic profile
Psychographic profile

SEGMENTATION VARIABLES
SEGMENTATION
APPROACH

VARIABLES

CHARACTERISTICS
Country / region: peace

GEOGRAPHICAL

SOCIOECONOMIC

DEMOGRAPHIC

country, region,
population, density,
climate

Education, employment,
income, purchasing
power, social class

Sex, age, height, weight,

height, marital status,
religion, nationality, family

town
territory has an area of
1898 km2. 85% of this
area is flat and 15%
belongs to the north of
the city, is mountainous
Weather: 24 degrees on
average
Population: 750,000
Education: 2% 82%
illiteracy professional
level, 16% primary and
secondary basic
education
income: between 5000
and 5 million of pesos
the poverty level 3%
purchasing power: 58%
economically active
population, 19% inactive
population, over 60 years
your expenses are more
focused on entertainment
class: medium-high
socioeconomic level
employment: trade is the
activity that mostly
occupies the population
Sex: women and men,
52% are women, of these
48.08% are in women
under 60, while 51.92%
are over 60. Men of all
correspond 62.50%
Children under 60 years,
while 37.50% are over 60
years
marital status: 45%
married, 35% single,
divorced 8% and 12%
widowers
Religion: 90% Catholic
10% other religions

PSYCHOGRAPHIC

RELATED PRODUCT

Personality, lifestyle,
activities, attitudes,
opinions

Type of establishment,
hours in which the client
buys, buying frequency,
brand loyalty

city dissatisfied for not

having:
Entertainment through the
ludic in your city
cultural tourism inside
and outside the city
visit to cities abroad,
where they can share
their EXPERIENCES with
their own age
those under 60 spend 2
or 3 days a week to
practice a sport or attend
any social event
like finding products easy
to prepare or ready to eat
Places like gyms,
libraries, theaters,
cinemas, chain stores
and supermarkets.
consume products of the
supermarket chain to
search for less hygienic
quality and diversity

7. COMPETITION/POSITIONING
Describe the type of competition your product or service has:
Direct
Hint
Main Competition

1.One of the strategies to implement is the promotion of sales of our champagne,

the day of the release, publicizing the product directly and personally, at the same
time we highlight the advantages of this and other products of the same line in the
market, as well immediately making a good sales level way.

2. Another strategy is the use of advertising material because it is a flexible method

that allows us to reach and focus on a defined public, implement invitation to the
launch brochure, pasacalles,rompretraficos, fence, pennons.

8. PROJECT OBJECTIVES
Describe the goal to be achieved in your project.
We are a website online sale of liquor; in the city of Medellin; called LicoWeb, our
main objective is the release of our product, a delicious drink. Champagne
D`Marious.
As own brand and household product; made for you, our special clients, made with
the best grapes and combination of different types of grapes to enjoy bubbly drink
and pleasant taste.
So we've designed a marketing plan, which includes an official release at a
nightclub in which we have a product exhibition, banners, Dumis and promoters
tasting with which we hope to encourage the purchase of our champagne and
stimulate memory our brand .
We expect the customer Freedback made before the release of our product, serve
to help us in a possible false expectations and the more real and enjoyable
experience that our product can provide to our potential market
9.MARKET RESEARCH
Explain the market research you have made in your project: which are the latest
changes of consumers and the target public?
This project offers products such as liquor and snacks market launching its online
store created with Licoweb. The store will offer all the products, and serve as a
marketing channel for new offers liqueurs and other complementary products. The
page should reflect in the online store a good graphic image and improve the
corporate identity of the company.

The category of the online store will be basic, and these are some of the
required functionality:

The catalog by products and categories of liquors

Services at households
Payment by credit card, bank transfer.
permanent customer loyalty program and promotional strategies
Release of our DE`Mario Champagne
Additional space for brand participation were implemented: the shelf, implement
stands, which will help us to be more visible encourage the purchase in retail
outlets.
10.SCHEDULE
Include the distribution channels for the products of your project:
Direct Indirect
Service 24 hours.
Direct product.

The main thing is how easy, safety and comfort that will have customers who are in
the city of Medellin. with the service they will provide.
Which they will purchase products easily and quickly without leaving home
increasing liquor sales in the market.
It will be provided with advice in the management of the platform to have a better
public acceptance and can make purchases through this medium.
The platform is created from a practical way easy to understand guided by a virtual
advisor which is ready to help its handling.

Another of our competitive strengths is the quality of our domestic and imported
products and the ease of product delivery through one of our reliable supplier.