Análisis empresarial

1. Colanta”s results
In 2012 Colanta sold 1.6 billion pesos and earned surplus by about 18 thousant millian pesos, 4.8% less
than in 2011. Exports lowered to 53%. At the dairy the FTA with the United States are not convinced.
"The problem with tlc is very difficult because unfortunately the former minister believed that the most
important thing was to sign FTA right and left. But it went very wrong in the export because it had a lot of
milk in the world, "Genaro Perez, manager Colanta.
Exports
COLANTA is the main exporter of milk products in Colombia, placing the country in the third place of the
largest exporters in Latin America, after Argentina and Uruguay.
COLANTA guarantees the purchase of total milk production to its associated producers and has been
exporting milk surplus since 1998, such as: powdered milk, evaporated milk, cream, cheese, yogurts,
and “Arequipe” (Dulce de Leche), which is a caramel spread, among other products.
In 2003 COLANTA exported 132 million liters of milk for US$32 million. In 2007, mainly because of the
reevaluation of the Colombian peso and the world milk shortage, exports were reduced to US$3.5
million.
COLANTA exports to USA Cheese, Arequipe, Smoothies and Super Boom; to Venezuela Powdered
Milk and U.H.T Milk and to the Caribbean Islands U.H.T Milk.
Export destinies: Venezuela, United States, Guatemala, Curacao and Saint Martin
Colanta main competitors are: Parmalat, Proleche, Alpina, Alqueria
Colanta owns the food and beverage industry and the dairy subsector
New product: Greek yogurt
1) message: the natural product is the most important
2) special features:
Introducing the new Greek yogurt type in three delicious flavors: Lemon, Pineapple, and Vanilla.
Zero fat, Light on calories, Reduced Sugars.
Made from pasteurized skim COLANTA ®, pure, unmixed and whey.
Suitable for diabetic and dyslipidemic, who take care of the fat and sugar.
24% fewer calories and 96% less fat compared to whole fruit yogurt COLANTA ®
28% less than the whole fruit yogurt COLANTA ®
. added with vitamins A and D3, is a rich source of calcium, bringing great benefits to your health,
helping with the formation and maintenance of healthy teeth, developing good vision and calcium
adherence to bones. It also contains the necessary nutrients that promote a balanced low-fat diet,
keeping the proper and characteristic flavor of the product itself.

2. Description:
Product made with pasteurized skim milk, suitable for diabetic and dyslipidemic, who take care of the fat
and sugar, is an excellent food supplement
COMMERCIAL PRESENTATION:
the product packaging design is very attractive, practical and colorful
Glass 100g Vanilla Flavored, Lemon, Pineapple.
UNIQUE SELLING POINTS
Our unique selling points will be located in department stores, small businesses, moles, sports centers,
airports, terminals, hotels and restaurants
TARGET AUDIENCE
This product is focused for adults and children over 2 years underweight, athletes, sportspeople suitable
for diabetic and dyslipidemic, kidney patients on dialysis, ideal for healthy or chronic infectious diseases
and nutritional recovery as it is zero fat and low in sugar.
Advertisement media used
We will use diferent media to our advertising campaign as a comic original and attractive poster in the
press, we will hire a famous and influential man or woman to endorse the product, also will use product
placement in tv commercials for show the several advantages that it has, will use pop-ups in the
Internet to promote our product, too we think that the word of mouth is an excellent way to showing the
benefits of our product., we will also launch event which will give free samples of our product, want to
organize an event in which we will present the advantages of the producer to the people and give some
free samples to admire the quality of the product
Special promotions
We want to offer our customers a 60 percent discount on our product but only to the first 500 people who
buy our product.