Introduction

FRUTELLA is a new business idea of students of third semester of business

engineering, which seeks to develop a project based on the growing opportunity that
exists in the country produce value-added products made from cocoa Ecuadorian. The
present document attempts to present our project information such as creation of
company, objectives, plans and goals that you want to achieve as well as analysis and
the profitability of the product.
Justification

FRUTELLA is presented as a business idea which consists in the production and

marketing of an innovative product on the market made with the best chocolate and
strawberries; Ecuadorian products. In the Ecuador there is a type of cocoa in the world
known by the name of "National", which it is recognized by having a very short
fermentation and a soft chocolate of good taste and aroma, so it is recognized around the
world with fine classification or aroma. Since the 19th century the cacao was grown in
areas of the high basin of the Daule and Babahoyo rivers which form the Guayas River
and was transported to the port of Guayaquil for export, reason for which was given the
name of "cocoa up"

Ecuador has a great superiority in this product more than 70% of the world
production of fine aroma cacao is located in our lands becoming the largest producer of
fine cocoa or scent in the world. This has generated a reputation important and
favorable for the country. Also in the country, there is a wide variety of traditional and
non-traditional fruits this is thanks to the geographical location in which it is located
and the existence of microclimates that make our production of excellent quality. To
carry out market research was established there on the market a product with features of
FRUTELA by which the implementation of this project is viable.
 Chapter 1.

Creation of company and commercial engineering of the University of Guayaquil

students have created this project based on the elaboration of a company which we have
put as name "JARMAK S.A.", this name emerged from the initials of each a member
who makes up this group of students, which at the same time would be the shareholders
of the company. The main activity of "JARMAK S.A." would be producing and
marketing a new product called "Frutella".

Mission

We are a company dedicated to the development, marketing and distribution of an

innovative and nutritious product that seeks to meet the needs of the client, using raw
materials of excellent quality, offering them a comfortable and accessible price.

Vision

Be the leading company in the national and international markets by the year 2020,
to position ourselves in the market as a company that seeks total satisfaction of its
consumers.

Market segmentation

Frutella will be aimed at people without distinction of age or sex, and lower class,
medium and high consumption of chocolate on the market is broad, but being a product
with added value if it represents extra on the price of the product.

General objective

Produce a product made with cocoa with pieces of strawberries of quality and flavour
allows to position ourselves in the consumer's mind to stay in the market as a
recognized brand.

Specific objectives:

 Offer our customers a natural product with a delicious flavor.

 Encourage the consumption of products of our country.

 Promote the development of the country offering a product with added value.

 Position our brand in the market.

 Chapter 2.

Product data

Description:

Frutella is a product elaborated with the best selection of Ecuadorian cacao

transformed into a paste of chocolate taste excellent with chunks of strawberries it
resulting in an innovative and quality product.

Features

 Flavor, color and pleasant aroma.

 Chocolate combined with pieces of Strawberry paste.

 Attractive at the time product consumed by its good texture and presentation.

The product development process

Preparation of chocolate recipe dough paste chocolate

 2 cups (220 g) cocoa powder

 3/4 cup vegetable shortening, at room temperature (170 gr)

 1/2 cup (100 g) sugar

 2/3 cup (150 ml) of milk at room temperature

 1 cup (235 ml) water

Elaboration

1. Put water to bath and heat. Do not boil.

2. Mixing cocoa powder and butter softened in a bowl. Whisk until a smooth paste
forms. To remove the lumps, do it with a fork, a food processor or even a hand-
held blender.

3. Added cocoa powder mixture to the hot water and stir. Once the temperature has
risen pour the hot mixture into a bowl.
 4. Sift together the sugar in a separate bowl. It eliminates most of the lumps. Add the
sugar mixture to the hot cocoa mixture.

5. Add milk. Blend until it is soft.

Preparation of pieces of strawberries

 1kg of strawberries

 650 GR sugar

 1/4 liters of water

Elaboration

1. Take a pot and slice the strawberries into small pieces.

2. Add a little sugar

3. Placed the amount of strawberries in the pot, add water to half of the fruit height.

4. Pre Cook fruit.

Tag

The label will reflect account with an attractive design that will allow our customers to
identify us, just as it also includes all the necessary information about the product.

Logo

Our logo is an image that attracts the attention of consumers, he has various colors and
reflects where the chocolate and strawberries
Slogan

In our product, the slogan is a phrase that encourages our customers or consumers to
buy our product. “Share Sweetness”

Container

The presentation of Frutella has tilted to innovation in our market segment and has
opted for glass containers. These offer maximum guarantees to properties as the long
conservation of the packaged product and barrier to moisture and oxygen. Necessary to
preserve the stability and flavor in optimal storage conditions.

Storage

 Keep in a cool and dry place.

 It is necessary to maintain a stable temperature to keep the quality of the

product.

Form of consumption

 Ready to eat from its packaging.

 It can also be used in baking and pastry, to cover or fill all kinds of sweets,
cakes, etc.

Price

The price will be set based on our competence and the costs for the production of the
project; is in all the inputs they use. Therefore, the price estimated for the sale of our
product will be:
Promotion and advertising

 We will conduct comprehensive advertising campaigns through social networks

like facebook, twitter, instagram to reach the greatest number of consumers.

 Tastings will be made to clients in order to publicize our brand, with an

emphasis in that we are a national brand.

 We will actively participate in fairs and events that are promoted by the
Government.

 To present our product features highlighting the raw.

Suppliers

Taking into account the power of suppliers for "FRUTELLA", some of their major
inputs are cocoa powder, milk, strawberries and sugar, without taking into account what
is needed for the same production as well as for its packaging. "FRUTELLA" seeks to
make inroads into their main input industries doing that you can manage in a controlled
fashion prices to avoid being affected in the prices of final products.

Distributors

FRUTELLA for being a new product launch will be distributed mainly in small
shops in the cities but seeks after positioning itself in the market be distributed in
supermarkets in the country.

Competition

Direct group FERRERO-NUTELLA. The "Nutella" is a cream of hazelnuts with

cocoa and milk of Italian origin. Manufactured by the FERRERO Company. It was
created in 1963 by Pietro Ferrero, who was based on the "gianduja" pasta, typical of
Piedmont.

NUTREXPA-NUTELLA group. It is a cream of Spanish origin cocoa spread

created in 1967 by the Starlux group. Since 2002 the brand belongs to the Nutrexpa
group. In advertising was promoted with a song that cited its basic ingredients, from
more to less nutritious: "milk, cocoa, hazelnuts and sugar"
 SMUCKERS Smucker completo® is the line of jams Premium offering a
combination of peanut butter with fruit jam in which you can choose the original, the
reduced sugar or even jam without sugar, in any of its original flavors.

Chapter 3
SWOT analysis

Market research

Method

The market research was done by surveys in class and tasting of product testing.

The research design

The survey was developed with 4 questions in testing the product in class and to have
brought the trend of consumption of chocolate, the tastes of consumers as well as set the
level of acceptance of the product.
Format of the survey:

1. With often consumed chocolate?

Much - little - little - nothing

2 what you think of this new product "Frutella"? Very interesting - interesting -
neutral - very interesting

3 what you think about the combination of flavors between chocolate and
strawberry?

Very nice - nice - nice bit

5. Would you like the combination with other fruits?

Choco-Pina; Choco-Mora; Choco-maracuya

Conclusion

Focusing on the satisfaction of our consumers, "Frutella" seeks to innovate the

presentation and texture of the Ecuadorian chocolate. To achieve this, we focus on
offering a pasta of excellent quality chocolate craft combined with pieces of
strawberries from Ecuador. Our chocolate characterized by its excellent texture,
sweetness and aroma seeks to attract national and international markets pushing and
keeping the flavors of our country through the best selection of cocoa and Ecuadorian
fruit, trying to promote the consumption of national chocolate under our logo distinctive
"shares sweetness".