Brigade Rios

8/21/2019 Brigade Rios

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BRIGADERIOS

Marketing Project

TEACHER:1. María Cecilia Moreno A.

MEMBERS OF THE GROUP:

1 John Steven a!cano "#ar$o

% i# Man"ela Mejia Soria

& Deni!!e 'ane!!a Roja! Moreira

I(DE)

BRIGADERIOS 1

Marketing Project 1

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E)EC*+I'E S*MAR, -

I(+ROD*C+IO(

/,PO+/ESIS O0 +/E RESEARC/

a2 +/E PROBEM S+A+EME(+

32 DESCRIP+IO( O0 +/E PROBEM S+A+EME(+ O0 RESEARC/ OBJEC+I'ES

PRIMARY OBJECTIVES

SECUNDARY OBJECTIVES

DESCRIP+IO( O0 +/E COMPA(,4

RESEARC/ ME+/OD 4

Type of research desig 5

E67lorator8......................................................................................................... 5De!cri7tive..........................................................................................................5

I(0ORMA+IO( GA+/ERI(G 9

SECONDARY DATA 9

I(+ER(A SO*RCES 9

A3o"t the co:7an8.............................................................................................9

E)+ER(A SO*RCES 1;

A!o"# #he #arge# $ar%e# 11

Briga$eiro! in Ec"a$or 1%

A3o"t the co:7etition 1%

PRIMARY DATA 1&

0OC*S GRO*P 1&

O!&ec#i'es 1&

PARTICIPANTS( 1&

DEMO)RAP*IC 1-

ATMOSP*ERE 1-

14

CONC+USIONS( %;

RECOMMENDATIONS( %;

BI(D +ES+ %1

I(+ROD*C+IO(................................................................................................. %1

GE(ERA OBJEC+I'E>........................................................................................%1

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PRO0IE O0 +/E PAR+ICIPA(+S.........................................................................%1

..................................................................%%

RESU+T %

CO(C*SSIO(...................................................................................................%

RECOMME(DA+IO(S.........................................................................................%I(+ER'IE=S %4

OBJE+I'ES>........................................................................................................%4

I(+ER'IE= ?1...................................................................................................%4

I(+ER'IE= ?%...................................................................................................%5

PROJEC+I'E +EC/(I


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CASRO A(A,SIS 4;


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I(+ROD*C+IO(

Brigadeiros is one of popular Brazilian product at the moment. "lmost all Brazilians

love to eat some Brigadeiros when they have the chance to consume. Brigadeiros

have a good flavor that a lot of people, no matter the age, like this product. %o we

want to introduce this product because we realize that it would be a good the

opportunity to make this product own, with raw material that we have and also

introduce more ingredients and with an Ecuadorian style.

Our country has advantage because is one the biggest e!porter of cacao around

the world, so that’s why we want that this product be &''( Ecuadorian but to

preserve its spirit that is Brazilian. )his product was designed to give the

Ecuadorian market a new, cheap and original option to eat a kind of chocolate.


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"s we know in our market, we have a lot of products base in chocolates, that it will

be a challenge that introduce this new chocolate to the market, but we want to give

something e!tra that consumers can chose us like their favorite and original

product, that we want to show and provide.

"lso is in this point where our investigation group has taken the opportunity to givethe costumers new original chocolate, trying to satisfy their demands.

ith this project, we want to determine costumers’ acceptance and preferences of

this innovative product of our new company.

/,PO+/ESIS O0 +/E RESEARC/

1 +/E PROBEM S+A+EME(+

)o determine the consumer’s preferences and purchase intentions about our product, the new Brazilian chocolates at Ecuadorian market

1 DESCRIP+IO( O0 +/E PROBEM

)his is a new company made by university students that want to introduce a new

kind of Brazilian chocolate in the local market because we want to prove a new

flavor and adapted it in our culture. *sing own raw materials because Ecuador is

one of the biggest e!porters of cacao around the world.

%o the purpose of this research is to determine if our product is viable and

accepted in the Ecuadorian market.

S+A+EME(+ O0 RESEARC/ OBJEC+I'ES

PRIMARY OBJECTIVES

& )o determine consumer preferences towards the new product through

surveys, focus groups, blind test and reviews related data of the market.

+ )o determine the target market of this new chocolate by surveys

3 )o determine the size that the most of the consumer’s choice by blind test.

)o determine the ideal price for ours chocolates by surveys and interviews.

5 )o determine the appropriated flavor that the most of the consumer’s like byblind test.

SECUNDARY OBJECTIVES

& )o determine the logo, slogan and brand of our product by using focus groups


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and projective techni#ue.

+ )o analyze the %O) of the new product

- )o determine the possible competitors by using secondary database andinterviews.

DESCRIP+IO( O0 +/E COMPA(,

By: “Ecuabraz”

Our company has been created from the initiative of three young and entrepreneur

students that want innovate a new kind of chocolates, because we see that is a

good opportunity to introduce it in the market. Our goal is to know how the potential

consumers will accept our new product and know is the flavor and the test will be

preferences by them, and for two reasons we have done the marketing research.

Our company’s name is Ecuabraz/ because we want to combine two cultures

0Ecuador and Brazil1 into a one product that is our Brigadeiros, and give to our

consumers a delicious e!perience that help us to have a strong advantage in the

market.

RESEARC/ ME+/OD

e are going to use a pluralistic research.

)he pluralistic research consists in mi! two research techni#ues in which we willuse #uantitative and #ualitative data that will be of great importance. "lso in our project this mi! will be2 the e!ploratory and descriptive research.

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Type of research desig

1

E67lorator8

)his tool is used when the researcher doesn’t know about the market, so four newcompany is very important to identify the main characteristics which make our costumer to decide for our product.

e are going to use four e!ploratory techni#ues2

& Focus group: we are going to talk with 3 people, e!plaining them about our project, what it consists and give them a piece of our chocolate that help usto know about the appreciation that they have about our product. 4n thisfocus group we will take #ualitative information, which means we will knowafter the focus group, their preferences and their opinions about the product.

+ Interview: we will interview two women who are dedicated to selling these kindchocolates. 4t will help us to know more about the market and havesuggestions for improving our brand.

- Project techniques: we will use it, because we want to know what is the best

logo, slogan and brand that people being more identify with our product andtake a decision about which will be our logo that would represent us in our brand.

De!cri7tive

4n the descriptive research, we are going to do a blin test after we finish our e!ploratory research, to analyze the people5s effect after they have tasted the newchocolate, taking notes of all the process and getting more information for e!ample, to know the price they would pay for this new product, the size of theBrigadeiros that they want and have more details about related to costs, flavor, the

taste, in general, the structure.

"lso we are going to do another descriptive techni#ue that are surveys, we aregoing to ask people in different places of 6uaya#uil city, not just in our university0E%7O81 because we want to have diverse appreciations of all of potentialconsumers that we would have in our market. )his survey will be helped for predesigned #uestionnaires that will be structured in the most efficient way, for collected all the information we can and will be necessary for the project.

! "i#itations

& e does have e!perience to make this reachers methods.

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+ e have a limited amount of time.

I(0ORMA+IO( GA+/ERI(G

SECONDARY DATA

%econdary data are information that has earlier been gathered by internal ande!ternal sources that will help to improve the information collected for our product.%econdary data are cheaper and more fast to obtain than the primary data.

"lso, the gathering of the secondary data will allow2

& )o analyze the objective market.+ )o improve the understanding of the problem.- )o know what additional information needs to be collected.

INTERNAL SOURCES

About the company

E$%&B'&( began as an innovative idea of - collage students that want toimprove their talents in sells and began a new small business of Brigadeiros in+'&, in a department of one of owns located in 9ia la costa : 6uaya#uil. )heir idea to mi! a Brazilian’s culture and gastronomy with Ecuadorian’s chocolate wasthe impulse to start a new kind of product base in chocolate that only in brazil e!ist,

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but they want to e!tent this product in a global way, but first in their country thatmaybe this chocolate gourmet could be a big successes.

e offer a menu of products prepared by hand, to retain the product healthy andwith a delicious flavor that our clients will be loved.

E)+ER(A SO*RCES

E!ternal sources are bases of information prepared for public distribution. )heproblem that we have is that in our country don’t e!isted a company that sell thiskind of chocolates, so we already found sources in Brazilian market that will behelp us in our project and have more information about Brigadeiros.

4n our case, our e!ternal sources are2

http2;;www.brigadeirobistro.com.br

http2;;www.viciadosembrigadeiro.com.br

http2;;meubrigadeiro.com.br

htt7>FF.:aria3riga$eiro.co:.3r

1;

http://www.brigadeirobistro.com.br/http://www.viciadosembrigadeiro.com.br/http://meubrigadeiro.com.br/http://www.mariabrigadeiro.com.br/http://www.viciadosembrigadeiro.com.br/http://meubrigadeiro.com.br/http://www.mariabrigadeiro.com.br/http://www.brigadeirobistro.com.br/


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& Core than &.D millions monthly e!plorations for terms related to chocolateand gourmet desserts.

+ @hocolate is an 3- billions a year business.

- "lso according to franchisehelp.com, gourmet desserts made of chocolatewill have a segment growth of &-( in the ne!t years.

Briga$eiro! in Ec"a$or

"s we know, Brigadeiros is a new product that our market recently have, we alsoknew that this sweet are more orders for birthdays, weddings and special eventsfor people who love chocolate, and have already knew about this chocolate.

Ci!ing sweetened condensed milk, butter and cocoa powder together makes thischocolate. )he mi!ture is then heated in a pan on the stove or in a microwave ovenfor a soft, sticky te!ture. %o for those ingredients, Ecuadorians people start to love

Brigadeiros, but the problem is that not all the people know about this product, sothat’s why we see this an opportunity to introduce our company in the market.

A3o"t the co:7etition

e doesn’t know a lot about companies or people that are in this market becauseit is a new product in Ecuadorian’ market, so is difficult to found competitors. But

there are woman that start to sell Brigadeiros for weddings, birthdays, baptisms and other events in whichmany people buy it because they see as a new andoriginal sweet.

@arol %antos is the owner of @heesecake Fouse/ which

is a small business that sells Brigadeiros. @arol madepastry courses in =io de ?aneiro, where he specializedin the production of these sweets made with condensedmilk and 3' variations of flavour. %he also studied at theEcole des @hefs in 6uaya#uil and has a bachelor5s @hef de 7atisserie *niversity ?ohnson G ales, and one of Fotel and =estaurant Canagement from Ciami Hade@ollege. Back in 6uaya#uil she opened his cateringcompany )he @heesecake Fouse in which, in addition

to Brigadeiros offers various types of sweets and desserts.

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PRIMARY DATA

0OC*S GRO*P

+hi! oc"! gro"7 a! :a$e to re!olve !o:e @"e!tion! e ha$ a3o"t the

ne chocolate !eet > Briga$eiro! !o e are going to 7re!ent hat a!the re!"lt to thi! 7ro8ect.

Objectives

1 +o $eter:ine 7o!!i3le con!":er! o o"r ne chocolate.

% +o $eter:ine hich i! the :ain Havo"r o o"r 7ro$"ct that7artici7ant! 7reer 3eteen to ta!te!> :ilk chocolate an$ hitechocolate.

& +o $eter:ine the 7rice the8 o"l$ 7a8 or the Briga$eiro!.

- +o $eter:ine the 7artici7ant! a77reciation a3o"t the 7ro$"cthich :ean! their i$ea! to i:7rove o"r ne 7ro$"ct tho!e i$ea!that incl"$e!> !tr"ct"re Havo"r an$ !i#e.

PARTICIPANTS:

SIE

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=e have $irecte$ thi! oc"! gro"7 ith the 7artici7ation o !even 7eo7leho ante$ to colla3orate ith i$ea! an$ !ho their o7inion a3o"t thene 7ro$"ct.

DEMO)RAP*IC

O"r gro"7 a! con!i!te$ 38> & o:en an$ - :en 3eteen %1 an$ %9

8ear! ol$ !o:e o the: !t"$8 an$ ork at the !a:e ti:e an$ all o the: are con!":er! o chocolate!.

ATMOSP*ERE

=e :a$e a co:orta3le environ:ent at o"r "niver!it8 in the IEEE that i!a !t"$ent oKce or an$ e $i$ the8 interactive each other an$ tointro$"ce the:!elve! or kno 3etter to each otherL!. +he :o$eratora! John a!cano one o the :e:3er o o"r 7roject an$ he :a$e !o:e@"e!tion! relate$ ith o"r 7ro$"ct all thi! ith the o3jective to kno the7erce7tion o the oc"! gro"7L! 7artici7ant!.

PRO0IE O0 +/E PAR+ICIPA(+S

1-


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74@)*=E A"CE "6E O@*7")4OA@FO@O8")E

8O9E=

KATHERINE

SANTOS 24 STUDENT YES

?OA")F"A9E8"

+D%)*HEA) "AH

O=IE=%OCE)4CE%

8*4% *6"=)E +-%)*HEA) "AH

O=IE=JE%

H"A4E8)OC"8"

+& %)*HEA) JE%

8484"A"="CO%

++ %)*HEA) JE%

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UESTIONS AN! ANS"ERS:

=e :a$e the olloing @"e!tion! an$ o"r 7artici7ant! an!ere$ theiri$ea!>

1 Do ou hear! be"ore about #riga!eiros or some #ra$i%ia&

s'eet(

"ll the participants answeredthat they had no heard aboutthis kind of sweet before, for all of them, it was new.

Ater to a!k a3o"t o"r 7ro$"ct e gave to the: to t87e! o Briga$eiro!ith $ierent Havor! Nr!t a! the original Briga$eiro an$ the !econ$one a! ith hite chocolateL! Briga$eiro.

) *o' 'as the #riga!eiro( Do ou %ike(

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7"=)4@47"A)% "A%E=

Iatherine %antos

%he said that it was really good, and for her the chocolate was similar like atruffles.

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Everybody was accord with eat different kind of Brigadeiros because as ?onathanand 8iliana said, it will be a good idea to make our Brigadeiros with othersingredients because everything that we mi! with chocolate is good.

,hat others i&gre!ie&ts 'e ca& make our #riga!eiros(

7"=)4@47"A)% "A%E=

A+/ERI(E SA(+OS ith coconut our with nutella

PA* CEBAOS

ith a kind of li#ueur inside thechocolate

'ERO(ICA OC/OA ith hazelnuts and walnuts

8 What is the Price that you would pay to consume the Brigadeiros?

Everyone said they would pay ',+D or ',D' for one Brigadeiro, but as 9eronicasaid if she wants a bo! of &+ Brigadeiros, %he will pay D,'' to 3,'' because sheliked the bo! of chocolate and also the presentations.

9 What is the name would you recommend?

)hey didn’t give us a name, but they said that we should name our product in other

language because people in our country like more products that have a foreigner name than a %panish name.

10 In the moment to buy: Do you see uality or Price?

Both, but if it’s a new and e!pensive product, they wouldn’t buy it. %o, theyrecommend a normal price at least in the beginning and a new presentation for theproduct, also because they said that in hotels they sell this kind of chocolates as agourmet so we have to sell ours more chipper than them for we can compete in the

market.

CONC23SIONS:

)hey shared us their opinions about this new kind of chocolate and we concludethat2

& e can realized that our possible consumers will be teenagers, adults andpeople that need our products for special events like weddings, baptisms,

#uinceaKeras, galas parties, birthdays and other events.

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+ )he customers will consume this product, depending on its presentation and7rice.

- )he best Brigadeiros that people would like is the Brigadeiros with whitechocolate, because it taste better than the original one and have a delicioussavor.


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On (ove:3er %; e :a$e the 3lin$ te!t to !even 7eo7le in G"a8a@"il.=here !o:e !o:e o the 7eo7le involve$ are 7revente$ ro: knoingcertain inor:ation a3o"t the Briga$eiro e "!e$ thi! tool :entione$3eore to get inor:ation or o"r re!earch an$ to kno hich o the toHavor!> :ilk chocolate or hite chocolate hich e intro$"ce to the:ha! :ore acce7te$.

Altho"gh the 3lin$ te!t i! a 3ran$ recognition an$ an e6cellent tool toco:7are$ o"r 7ro$"ct ith other! !o e !7eciNcall8 "!e$ it to knoho :"ch acce7tance ha! o"r 7ro$"ct 3eca"!e it i! ne on the :arketan$ no other 3ran$ co"l$ 3e co:7are$ 3eca"!e i! a Bra#ilian !eet thatal:o!t all the 7eo7le $i$nLt kno a3o"t it.

GE(ERA OBJEC+I'E>

1 Deter:ine hat o the to t87e o chocolate> :ilk or hite the

7eo7le 7reer.

% Deter:ine i the 7artici7ant! acce7t the ne chocolate.

& Deter:ine hich 7rice co"l$ 3e e!ta3li!he$.

PRO0IE O0 +/E PAR+ICIPA(+S

)&*E &+E

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Participant ,1

-bservation2 Fe tell us that the first product wassickly sweet but he love it and the ingredients arenot predictable, )he second one for him the flavor was not the same, it was more delicious and sweet.Fe decided choose the second one.

Participant ,!

-bservation: %he tell us that the first product wasreally predictable about the ingredients that weused for made it, the taste was not nice for her,she compares this product with something provebefore. )he second one the flavor was really sweetthan the previous product, not agreeable for her.

But if she will decide for one of these, she choosethe second one

Participant ,.

%1


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-bservation: Fe tell us that the firstproduct was not agreeable for hisperception the ingredients are notpredictable, the second one for himwas so nice, and it was more

delicious and sweet. Fe decidedchoose the second one, he notice usthat the taste was similar like a trufa.

Participant ,/

-bservation: Fe tell us that the first product was verydelicious, he love it and the ingredients are sopredictable, )he second one for him was not the same,it was more sweet and very similar than the trufas. Fedecided choose the first because was so different andvery e!otic.

Participant ,0

%%


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-bservation: Fe tell us that the firstproduct was soft and e!#uisite, he reallylove it and the ingredients are predictable,

)he second one for him the flavor was notthe same, it was sweet for him. Fedecided choose the second first.

Participant

,

-bservation: Fe tell us that the first product wasdelicious, he feels the chocolate and all your ingredients, )he second one for him the flavor was not

the same, it was similar like a delicious trufa withsomething else Fe decided choose the second one.

Participant ,2

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-bservation: she tell us that the firstproduct was sugary for her, and theingredients are not predictable only theAutella, )he second one was moredelicious and sweet with some candies over

there, she really love it. Fe decided choosethe second one.

R4S32T

CO(C*SSIO(

+hi! 3lin$ te!t hel7! "! to kno hich !t"Kng con!":er! 7reer an$ thereore

hich i! the :arket that o"l$ acce7t o"r 7ro$"ct.

%-


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=e $eci$e to !tart ith the Dark chocolate 3eca"!e the 7eo7le ho $i$ thi!3lin$ te!t 7reer the !econ$ one that i! the $ark chocolate 3eca"!e or the:thi! chocolate i! :ore tra$itional an$ al!o it have a goo$ ta!te. Al!o e canconcl"$e$ that the 7eo7le ho :a$e thi! te!t !ai$ that i the $ark chocolatehave :ore ingre$ient! like n"t! it ill 3e :"ch 3etter.

RECOMME(DA+IO(S

)o introduce our product to the market, we consider the #uality of the Brigadeirosshould be e!cellent, so we have to follow these recommendations.

INTER.IE"S

)he interview is a techni#ue that will help us to gather information about our newchocolate2 Brigadeiros. e will investigate two people that since there e!periencewill help us discern about the preference of costumers and some strategies toreach them.

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OBJE+I'ES>

& )o obtain an idea about what the chef think of Brigadeiros like a new product

+ )o know about what people would looking for when they buy fre#uentlychocolates

- )o know who could be our Brigadeiros direct competition

I(+ER'IE= ?1

)a#e o3 interviewer 2 8iz Cejia

)a#e o3 responent: Caria ?os 6alvez

Pro3ile: $he3 o3 4weets an $anies

&ge: +3 years old


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4n her e!perience, she tell us whom she preparedsomething similar to our product, is not e!pensive andreally easy to make. )he detail is doing somethingwith soft, and size appropriated for the customers.)he flavor that we want sale first is really importantbecause the people start to define us with a branch

that we had some products of good #uality. "lso she said that is very important to fi! the targetmarket, you cannot lose. )he performance of our products is very elegant and style.


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I(+ER'IE= S*MMAR,>

@ristina Ojeda entered adessert course and learnedto make various kinds of desserts. Fad theopportunity to travel to

Brazil and learn how tomake the Brigadeiros andthat indicates that it is aneasy recipe to make.

)he chocolate delivers onre#uest only events or some kind of specialoccasion. %ells two types of flavors are coconut andwalnut. %old in bo!es of 3

chocolates to a value of N.%ome of the ingredients arecocoa, coconut, nuts,condensed milk, butter andso on.

%he thinks that a chocolateis attractive to the marketas they eat from little kids toseniors. 7eople who buyyour product are those that

re#uire special event butshe thinks that both youngchildren and adults would

be willing to buy our product so delicious it is.

Concl"!ion o the intervie!

7eople who we interviewed were accord that Brigadeiros is innovative, that it willbe a good opportunity to enter in the market, because now people like this kind of chocolates in especial events like weddings, baptisms, #uinceaKeras, galas

parties, birthdays and also this chocolates is kind a tendency that people have for their especial events or for give a sweet gift for someone. "lso they said that achocolate is attractive to the market as they eat from little kids to seniors.

PRO/ECTI.E TECHNIUES

Pic#"re #es#

e are going to show different pictures about Brigadeiros to different peoplebetween >: D+ years.

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O3jective!

P )o know what they think about the picture.P )o determine the logo of our new product.P )o know what we could improve in the logo.

Place

Cartha de =oldos.

Date an$ ti:e

+3;&&;& and +>;&&;&

&D2-':&N2-'

(":3er o 7artici7ant

participants.

Pict"re !hoe$

Picture No.1 Picture No.2

Picture No.3

,"es#io a!o"# pic#"res

PQhat picture do you preferMPQhy do you like this pictureMPQhat things would you change in this pictureMPQhat other thing would you add to this pictureM

Na$e-s par#icipa#s

PEufemia @ruzP?ohnny Bravo

P Ericka @astroPCaryury Coreira

%9


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P"ngie =ojasP%hirley CoreiraPHalila "larcon

Participant 1:

)a#e: Eufemia @ruzPro3ile: Fousewife

&ge: D+

Interview su##ary:

%he preferred the picture Ao. & becauseshe likes the names and shape of the logobut she said that it could change with a color more colorful to attract attention.

Participant !:

)a#e: %hirley Coreira

Pro3ile: )eacher

&ge: ->

Interview su##ary:

%he preferred the picture Ao. &because she thought that the color help to recognize the product and motivate to the people buy our product. %hewould change the shape of the letter because it is simple.

Participant .:

)a#e: Halila "larcon

Pro3ile: Fousewife

&ge: '

Interview su##ary:

%he preferred the picture Ao. & becauseshe likes the color and design, but she

would change the names of the logo for one more understandable.

Participant /:

)a#e: "ngie =ojas

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Pro3ile: %tudent

&ge: &

Interview su##ary:

%he preferred the picture Ao. + becauseshe thought that the others have verysimples logos. %he likes the logo butshe would change the name becauseshe didn’t like it.

Participant 0:

)a#e: Caryury Coreira

Pro3ile: )eacher

&ge: -3

Interview su##ary:

%he preferred the picture Ao. & becausethe circle seems like a chocolate but thecolor doesn’t draw her attention andwould change the name of the logo.

Participant :

)a#e: ?ohnny Bravo

Pro3ile: %tudent

&ge: >

Interview su##ary:

Fe preferred the picture Ao. &because for him it was great but Fe didn’t

like the brown color, so Fe preferred to puta more striking color.

Participant 2:

)a#e: Ericka @astro

Pro3ile: %tudent

&ge: +&

Interview su##ary:

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%he preferred the picture Ao. + because it was attracts her attention and also sheliked the name but the only thing that she would change is the color

'esults

Pictures 5

7icture Ao.& &(

7icture Ao.+ +>5

7icture Ao.- '(

&( of participants chose the number &, the +>( chose the number + is set andno person chose the Ao. -.

Concl"!ion

Cost participants chose the picture Ao.& but they thought that we should have tochange the color that catches the eyes of potential consumers. %ome participantsrecognized our product very easy, so it was so important to realize because nowwe can know that our potential consumers would try to taste our chocolate sweet.But we can realized that picture number & is the best one to represent our productand thanks to the opinion of our participants, we know that is a good logo andshow the essential of our Brigadeiro.

"lso the name was kind of accepted by our participants because it contained a mi!of 7ortuguese and %panish, that its means that our product is Brazilian sweet andpeople would be curious to taste it.

Reco::en$ation

)o create a new logo like the picture Ao. & we have to change the color like morebrown because it can transmit that our product is make with chocolate and also weshould have to maintain the shape and are the design.

0I(A OGO

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S*R'E,S

)o know more information about the acceptance of the brigadeiros, we determineda sample of '' respondents using a non:probabilistic method with sampletechni#ue.)his study was carried out in north$ center and south of 6uaya#uil and others placenear to 6uaya#uil like via la costa and Huran.)he general objective is to know the acceptance of our new chocolateBrigadeiros/

OBJEC+I'ES

& Hetermine the acceptance of our new chocolate )he Brigadeiro/

+ Hetermine the favorite stuffing.

- Hetermine the price willing to pay.

Hetermine which is the place where our potential customers will buy.

D Hetermine if the people know about Brigadeiros our others Brazilian’schocolate.

N Hetermine the ideal range of age of our target market.

SAMPE SEEC+IO(

)o realize our project, we chose the population of 6uaya#uil to do our surveystudy.6uaya#uil is a big city with huge population 0around + N3 '&N habitants1 so we

chose a representative sample of our city to get more information about theacceptance of the new chocolate.

&&


34/73

)his sample will help us to know an appro!imation of real data about theacceptance that could have our product.

SAMPE ME+/OD

e use a non:probability sample because the probability of selecting membersfrom the population is unknown$ this method it is cheaper and faster. e use @onvenience samples, samples drawn at the convenience for us.Each one of us was to different places of 6uaya#uil and in our university to do our respective surveys and so, we could have different opinions about their preferencefor our product.SAMPE +EC/(I


35/73

)his analysis will help us to check if the obtained data of blind test, interviews andfocus groups are agreed with the surveys and also these analysis helps us to getinformation more accurate.

DA+A COEC+IO( ME+/OD

e could have these data collection errors2

0iel$orker!

Error!

Re!7on$ent!

Error!

Mi!"n$er!tan$ing! 0al!ehoo$!

0atig"e (onre!7on!e

Mi!"n$er!tan$ing

G"e!!ing

Attention lo!!

Di!traction!

0atig"e


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S*R'E,S E)PERIE(CES

)a#e o3 3ielwor6er: ?ohn %teven 8ascano 8uzardo

Place: =io @entro los @eibos, Espol, Aeighborhood 07uerto "zul1

)u#ber o3 responents: &-D

7ate: '3;'&;+'&D, '>;'&;+'&D and &';'&;+'&D

'eport:

)he ednesday was my first day to do the surveys, 4 was to the =io @entro@eibos, the people sometimes looked at me a little bad and that situation made mefeel so an!ious but others people helped me withgentleness. Cany of the people 4 surveyed were veryinterested in Brigadeiros because almost all themdidn’t know about this chocolate. )here were old andyoung people. 4 did -D surveys in that place.

)he


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)u#ber o3 responents: &-D

7ate: +';'&;+'&D and +&;'&;+'&D

'eport:

hen you fill out surveys,

many people refused to help, in mycase 4 asked classmates to helpme fill and many helped me, 4 hadto go the university doing surveysand sun into that fatigue me, 4spent many hours doing this work.

Cany people were busy doinghomework and 4 had to read the#uestions they will answer memany times 4 felt uncomfortable to

see that people did not want toparticipate and then to shame medelivering surveys was afraid that 4will reject.

4n conclusion, for me, was tiredand had to take care of my time tofocus on this, but in the end 4 couldfill all the surveys and felt morerela!ed and grateful to those whohelped me.

)a#e o3 Fielwor6er: 8iz Cejia %oria.

Place:


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'eport:

Cy e!perience doing this survey was very good, and also new for me, when 4began at


39/73

Bar chart

4t is a graph data using bars of different size.

19 7o you li6e chocolate

4tatistics

8ike;Hislike

A9alid ''

Cissing '

"i6e;7isli6e


40/73

Frequency o3 $onsu#ption

,& -,

Once per month N& &D,- ++,- >N,'

Once or five times per year && +,3 ,' &'','

)otal + N3,D &'','

Cissing

&'' &+ -&,'

+'' + ,D

)otal &+N -&,D

)otal '' &'','

Of the '' respondent the .( consume chocolate every day, the -'.-(

consume chocolate once per day, ->.&( consume chocolate twice or three times

per day, ++.-( consume chocolate once per month and the ( consume

chocolate once or five times per day.

.9 =hat is your 3avorite type o3 chocolate

-;


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$hocolate Pre3erence

,D D>,3 D>,3

hite &' +N,' ->, >>,+

Others + ,D ,3 &'','

)otal +N NN,' &'','

Cissing

&'' &+ -&,'

+'' &' +,D

-'' + ,D

)otal &-N -,'

)otal '' &'','

"ccording to the result, the D>.3( of the respondent prefer dark chocolate,

the ->.( of the respondent prefer hite chocolate and the '.3( of the

respondent prefers other chocolate.

/9 =hat ingreient woul li6e to a in chocolate

Favorite 4tu33ing


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"lmonds &- -,- D,' +>,

%trawberry & -,D D, -D,&

Others &,' &,D -N,

Autella and Auts &- -,- D,' &,

Autella and coconut &' +,D -,> D,N

Autella and hazelnuts &+ -,' ,N D',+

Autella and almonds + N,' >,- D>,D

Autella and strawberry 3 +,' -,& N+,D

Autella and others + ,D ,3 N-,-

Auts and coconut 3 +,' -,& NN,

Auts and hazelnuts && +,3 ,+ ',

Auts and almonds + N,3 &', 3&,&

Auts and strawberry 3 +,' -,& 3,+

Auts and Others &,' &,D 3D,

@oconut and Fazelnuts > +,- -,D 3>,+

@oconut and almonds &,' &,D >',

@oconut and strawberry 3 +,' -,& >-,3

@oconut and Others + ,D ,3 >,N

Fazelnuts and almonds &,3 +, >,-

Fazelnuts and strawberry &,' &,D >3,3

Fazelnuts and others & ,- , >>,+

"lmonds and %trawberry + ,D ,3 &'','

)otal +D> N,3 &'','

Cissing

&'' &+ -&,'

+'' & ,-

)otal && -D,-

)otal '' &'','

-%


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"ccording to the result, the &'.3( percent of the respondents would add Autella in

the chocolate, the .( of the respondent would add nuts, the +.-( would add

coconut, the -.>( would add the hazelnuts, the D( of the respondent would add

almonds, the D.( would add strawberry, the &.D( would add other ingredients,

the D( of the respondent would add Autella and nuts, the -.>( would add Autella

and coconut, the .N( of the respondent would add Autella and hazelnuts, the

>.-( would add Autella and almonds, the -.&( of the respondent would add

Autella and strawberry, the '.3( would add Autella and others, the -.&( would

add nuts and coconut, the .+( of the respondent would add nuts and hazelnuts,

the &'.( would add nuts and almonds, the -.&( would add nuts and strawberry,

the &.D( would add nuts and others, the -.D( would add coconut and hazelnuts,

the &.D( would add coconut and almonds, the -.&( would add coconuts and

strawberry, the '.3( would add coconut and others, the +.( of the respondentwould add hazelnuts and almonds, the &.D( would add hazelnuts and strawberry,

the '.( of the respondent would add hazelnuts and others, the '.3( would add

almonds and strawberry.

09 =hat occasion you give away chocolates

=hen $ostu#er give $hocolates


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"nniversaries D- &-,- +',> +,-

edding N &,D +, ,

@hristmas & &',- &N,+ >',>

Others +- D,3 >,& &'','

)otal +D- N-,- &'','

Cissing

&'' &+ -&,3

+'' &> ,3

-'' & ,-

)otal & -N,3

)otal '' &'','

"ccording to the result, we can determine in which occasion gives chocolate. 4n

this case the D&.( of the respondent give on birthdays, the +'.>( give in

anniversaries, the +.( give in wedding, the &N.+( of the respondentgive at @hristmas and the >.&( give in other occasion.

9 =hat social networ6 you 3requent the #ost

4ocial )etwor6

)witter - >,- &,N 3D,

4nstagram -N >,' &,+ >>,N

--


45/73

Others & ,- , &'','

)otal +D N-,D &'','

Cissing

&'' &+ -&,'

+'' ++ D,D

)otal &N -N,D

)otal '' &'','

"ccording to the result, the '.>( of the respondent fre#uent the most in,' 33, &'','

)otal +NN NN,D &'','

Cissing

&'' &-+ --,'

+'' + ,D

)otal &- --,D

)otal '' &'','

-


46/73

)he results show us that -' people know about brigadeiros. )his represents .D(of the total sample and the &&.-( of the people that like chocolate. )his

percentage is important for us because we have to know that should invest more inmarketing preparing the people for this new product.

>9 "i6e;7isli6e Brigaeiros

"i6e;7isli6e Brigaeiros

,- &'',' &'','

Cissing

&'' -D 33,D

+'' & ,-

)otal -& >+,3

)otal '' &'','

-


47/73

)he results show us that +> people like brigadeiros. )his represents .-( of thetotal sample and the other 33,D( and ,-( was for the people that don’t answer right or was pass to another #uestion. 4t means that all people like brigadeiros andis very good for our company because is a good product for the market.

?9 Place where to buy

Place where to buy

,'

%hops + ,D N,> D,>

%upermarkets and Bakeries & ,- -, >,-

%upermarkets and @offee shops + ,D N,> 3N,+

%upermarkets and shops + ,D N,> >-,&

@offee shops and shops + ,D N,> &'','

)otal +> ,- &'','

Cissing

&'' -D 33,D

+'' & ,-

)otal -& >+,3

)otal '' &'','

-4


48/73

)he-D people that represent 33.D( of these #uestions were missing, because in thelast #uestion indicated that you should pass to another if your answer was AO. )he

rest of the sample indicated that the best places for sell our products will be the

-5


49/73

@O ,- &'','

Cissing

&'' -D' 3,D

+'' +& D,-

)otal -& >+,3

)otal '' &'','

)he results show us that +3 people wish a Brigadeiros made in Ecuador. )hisrepresents ( of the total sample and another >+.3( was for the people that don’tanswer right or was pass to another #uestion.

119


50/73

3N +&,D -+,& -+,&

'.':'.D> &- -,- D&,& 3-,+

'.N':'.> -& ,3 &&,N >,3

'.3':&.'' & -,D D,+ &'','

)otal +N3 N,' &'','

Cissing

&'' &++ -',D

+'' &,'

-'' N &,D

)otal &-+ --,'

)otal '' &'','

)he results show us that &- or -.D( people answered that they are disposed topay a range of '.':'.D> @tvs.)his is important for us because this serves us to determine the price of our Brigadeiros.

1!9 &ge

&ge


51/73

+& to -' years -'- D,3 N,- >,'

-& to ' years && +,3 +,3 >N,

& to D' years &- -,- -,- &'','

)otal -> >>,- &'','

Cissing -'' - ,3

)otal '' &'','

1


52/73

)he age factor tells us the age of the respondents$ with this data we cansee if they are in the range of our target market and it shows us theproportion of age of our customers.4n this case we see that the range between +&:-' years has more votesbut with a similar amount of votes we find the range between &':+' years.

1.9 +ener

+ener

+,-)otal '' &'','

%


53/73

)he gender serves us for knowing if men or women will buy our product. 4n this

case we find &3- male and +'3 female.

1/9 "ocation

"ocation

,- ->,- ->,-

%outh > +,- +,- N-,D

@enter &&,3 &&,3 D,-

9ia a la costa +& D,- D,- 3',D

%amborondon &D -,3 -,3 3,-

Huran D- &-,- &-,- >,D

Others &' +,D +,D &'','

)otal '' &'',' &'','

&


54/73

-


55/73

)he location is very important factor by this analysis because we will put our business in the ideal place for the people and the ideal place is where more peopleare living.e see that ->.-( people of the sample live in the north of the city and +.-(persons live in the south. )he option center shows a lower amount of votes but it is

important too like another places as via a la costa or %amborondon.

109 -ccupation

-ccupation

',D >', >',

7rofessional -& ,3 ,3 >3,D

Fousewife D &,- &,- >>,

Others & ,- ,- &'','

)otal ->> >>,3 &'','

Cissing +'' & ,-

)otal '' &'','

)he occupation is another factor that we need to evaluate because we will have toknow the people with more demand of this product. )he results show us that thestudent was our best consumer.


56/73

Cro!! +a3"lation! an$ Chi S@"are.

e did the cross tabulations with the objective of to determine if e!ist a relationbetween some variables.)hese are the analysis that we did2

& Ho you like chocolateM 9s. "ge+ Ho you like @hocolateM 9s. 6ender - Ho you know about BrigadeirosM 9s. "ge Ho you know about BrigadeirosM 9s. 6ender

8ike;Hislike/ vs. 6ender/

e decide to analyze the variables 8ike. @hocolate/ and gender/ to see if there is

an interrelation between them.

$ase Processing 4u##ary

@ases

9alid Cissing )otal

A 7ercent A 7ercent A 7ercent

8ike;Hislike P 6ender ->& >,3( > +,+( '' &'','(

"i6e;7isli6e A +ener $ross tabulation

@ount

6ender )otal

&

$hi4quare 8ests

9alue df "symp. %ig. 0+:

sided1

7earson @hi:%#uare -,DDDa - ,'''

8ikelihood =atio -+,&+& - ,'''

8inear:by:8inear "ssociation &',N+ & ,''&

A of 9alid @ases ->

a. + cells 0+D,'(1 have e!pected count less than D. )he minimum

e!pected count is -,&.


57/73

"s we can see in the table, there is a big group +' of ->& people 0women andmen1 like chocolates. e can also say that N3,3D( of the male like chocolates andN>,+- of the female like it too, so we can conclude that male and female likechocolates in almost the same percentage. %o is good to know because our potential target can be both men and women.)he chi s#uare test is '.'''( and it is lower than D(. people of all the ageslike chocolates. e can also say that younger people like more chocolates than

4


58/73

the older ones because in this table we can se that only people in the interval of age of -& to more than D', like chocolates but the other +' people who made our surveys doesn’t like chocolates, so we can concludes that our strong target for our new chocolate is the younger people because the majority said in the surveys thatlike chocolates 0+' of -- in the range of &' to -' years old1)he chi s#uare test is '.'''( and it is lower than D(. &&- +-+

)otal &' &++ +N+

$hi4quare 8ests


sided1

E!act %ig. 0+:

sided1

E!act %ig. 0&:

sided1

7earson @hi:%#uare -,-Na & ,'D-

@ontinuity @orrectionb -,'++ & ,'3+

8ikelihood =atio -,3DD & ,'D'


59/73

this chocolate, and the majority of them were females, so we can concluded thatwe have to introduce more our product because people didn’t know about it.)he chi s#uare test is D,-( and it is high than D(. & & & +-N

)otal D +& + + +NN

$hi4quare 8ests


sided1

7earson @hi:%#uare 3,+'&a - ,'+

8ikelihood =atio N,+D - ,'>-

8inear:by:8inear "ssociation D,333 & ,'&D

A of 9alid @ases +NN

a. cells 0D','(1 have e!pected count less than D. )he minimum e!pected

count is ,+-.


60/73

we can concluded that our strong target is people of that range of age because inthe others tables we can saw that old people didn’t like chocolates so, isunderstandable that they didn’t know about Brigadeiros.)he chi s#uare test is ,+( and it is lower than D(. ' ,>> ,'>

-ne4a#ple 8est

)est 9alue R +

t df %ig. 0+:

tailed1

Cean

Hifference

>D( @onfidence 4nterval of

the Hifference

8ower *pper

;


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Fow much costumer

would pay:+,'ND +N ,'' :,&'& :,+' ,''

F'2 there is no significant difference between mean and test value.F&2 there is a significant difference between mean and test value.

+ %ig R '.', %o %ig U '.'D

F' is rejected$ there is a significant difference between means and test value. 4tmeans people are willing to pay a different price between ',' to ',D>

+ +e!t Paire$ Sa:7le Stati!tic!

Paire 4a#ples 4tatisticsCean A %td. Heviation %td. Error Cean

7air &@hocolate 7reference &,-> +3 ,DN ,&'

Brigadeiros made in Ecuador &,' +3 ,&3> ,'-N

Paire 4a#ples $orrelations

A @orrelation %ig.

7air &@hocolate 7reference G

Brigadeiros made in Ecuador +3 :,&-N ,>&

Paire 4a#ples 8est

7aired Hifferences t df %ig. 0+:

tailed1

Cean %td.

Heviation

%td. Error

Cean

>D( @onfidence 4nterval

of the Hifference

8ower *pper

7air

&

@hocolate 7reference

: Brigadeiros made in

Ecuador

,-D ,N+& ,&& ,&&N ,D>3 -,'& + ,''D

F' is rejected$ we concluded there is a significant difference between the mean of 8ike;Hislike @hocolate and "cceptance of Brigadeiros made in Ecuador$ we got asig '.''D U ','D.

1


62/73

)he acceptance is going to variety with different costumers which depended of if they like or not chocolate, is important have on mind this because this factor canchange the product sales doting to adopt new reforms in the marketing plan for new costumers and their acceptance.

CORREA+IO(

$orrelations

>

)here is a ,D( correlation between


63/73

Our principal objective is to determine if the people know about for our newchocolate Brigadeiro before and what kind of chocolates people most like, also wewant to know about the price an the place that our potential consumer will pay andbuy our Brigadeiro.

& )he results show us that people wish a Brigadeiros made in Ecuador, the>+,3( of them want that our Brazilian product have Ecuadorian chocolate,

so we have to make all our product with Ecuadorian’s raw material to winmore acceptance in the market and people will be proud to buy something&''( Ecuadorian.

+ "ccording to the result, the D>.3( of the respondent prefer dark chocolate, so for introduce our product we have to sell brigadeiros with black chocolate, so they willbe satisficed with the product, also it will be our principal flavor.

- )he 7eople in the survey indicated that the best place to buy our product isin @offees %hops that represent the -,D of the sample, others places that

people should buy our product is supermarkets and bakeries, so for thisresult we can sell our Brigadeiros in those places because it will help toincrease the sells and also there are strategies place to introduce our newchocolate in the market.

Only -' people in our sample know about Brigadeiros, so is very importantto know because our company have to invests more in marketing andadvertising to make our product more known in the market. )his is not a badresult, but is a point that we have to improve more made more advertising topreparing the people for this new product.

D )he range of our target market is between &' to -& years all, because in theresults that we have, must of them like chocolates and also they areinterested to buy a product made in Ecuador .4n this case we see that therange between +&:-' years has more votes but with a similar amount of votes we find the range between &':+' years.

N )he range of prices that received more votes in both products is ',':',D>, sowe can determine a price of ',D' ctvs.

S"::ar8 an$ General Concl"!ion!

e can concluded that brigadeiros made with Ecuadorian’s chocolate will be a

good successful because as we can know in the surveys and focus groups, peopleadore the idea of a Brazilian’s sweet with our chocolate. "nother reason is that

&


64/73

people know preferred product made in Ecuador, so we have an advantage thatour chocolate is &''( Ecuadorian.

Cost of the people that we ask in all the techni#ues, they didn’t know aboutBrigadeiros or never heard about it, so we have to improve more our marketingand make more advertising to help that Brigadeiros is well know by people.

4n all the techni#ues that we use, people preferred the Hark chocolate 3eca"!e orthe: thi! chocolate i! :ore tra$itional an$ al!o it ha! a goo$ ta!te. So ehave to !tart to !ell the tra$itional Briga$eiro that i! ith $ark chocolate3eca"!e a! e kno 7eo7le like :ore an$ ha$ a 3ig acce7tation in the 7eo7lethat 7artici7ate$ in the $ierent techni@"e! that e :a$e.

0or the target :arket e concl"$e$ that o"r 7otential con!":er! are 8o"ng7eo7le in range 3eteen 1; to % 8ear! ol$ 3eca"!e a! e a!k to the 7eo7lein the oc"! gro"7! an$ the !"rve8! the8 aKr:e$ that the8 ill con!":e o"r7ro$"ct.


65/73

test, surveys and more. e coordinated the time with an hour early toprepare everything that we could need to start with the blind test and focusgroup.

+ EDperience "i#itation: %ome people wouldnVt respond to the survey because

they said that was too long. e had some errors by respondents as non:response,misunderstanding and attention loss or distractions.

- *oney li#itation2 e can say this was one of the main limitations, becauseif we had had more money we had motivated in a better way to therespondents to participate in the survey, but however we were able tobalance and distribute the money available, 4f we had had enough money,we could have given to people tasting our product to know if they like thisnew kind of chocolate

Future #ar6eting research: )o get more accurate results, we made more than

-3 surveys.

Reerence!

http2;;www.brigadeirobistro.com.br

http2;;www.viciadosembrigadeiro.com.br

http2;;meubrigadeiro.com.br

http://www.brigadeirobistro.com.br/http://www.viciadosembrigadeiro.com.br/http://meubrigadeiro.com.br/http://www.brigadeirobistro.com.br/http://www.viciadosembrigadeiro.com.br/http://meubrigadeiro.com.br/


66/73

htt7>FF.:aria3riga$eiro.co:.3r

A77en$i6

+a3le o e67en!e!

CASRO A(A,SIS

Responserate= Completions

completions+( Completions

completions+ineligible )∗(refusals+not reached)

Responserate= 400

400+( 400400+0 )∗(132+0)

Response rate=75,1879

!ETAILSE0PENS

ES0OC*S GRO*P 1;;

BI(D +ES+ 1&;;

PRI(+ ;;

+RA(SPOR+A+IO( &;;COPIES 1%;;O+/ERE)PE(SES -;;

+O+A -4

http://www.mariabrigadeiro.com.br/http://www.mariabrigadeiro.com.br/


67/73

4&*P"E 4I(E F-'*%"&

Standard Sample¿ : n= z

2( pq)

e2

Standard Sample¿ : n=1,96

2(0,5∗0,5)

0,052

Standard Sample ¿ : n=384,16

4I*P"E E''-' F-'*%"&

±Sampleerror =1,96∗√ p∗qn

±Sampleerror =1,96∗

√

0,5∗0,5

384

±Sampleerror =0,255


68/73

)odos los dWas*na vez a la semana+ : - veces por semana

& vez al mes

& : D veces al aKo

. $uHl es su tipo e chocolate pre3erio J4eleccione unaK

Aegro D BlancoN Otros 0especifi#ue1 XXXXXXXXXXXXXXXXXXXX

> Lu ingreiente le gustarMa aair en un chocolate J4eleccione #HDi#o osK

> Autella&' Aueces&& @oco

&+ "vellanas&- "lmendras& "niversario

+' Bodas

+& Aavidad

++ Otros 0especifi#ue1 XXXXXXXXXXXXXXXXXXXX +-

!/ $uHl re social uste 3recuenta #Hs

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69/73

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DD &' a +' aKosDN +& a -' aKosD -& a ' aKos

D3 & a D' aKosD> D& aKos en adelante

N'

1 En qu sector e la ciua resie

N+ Aorte& %ur

N @entro de la ciudad

ND 9Wa la costaNN %amborondonN HuranN3 Otro

N>

12 -cupaciNn:

41 Estudiante

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Otros 0especifi#ue1 XXXXXXXXXXXXXXX

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70/73

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71/73

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345 C6!IGO !E .ALORES PER!I!OS PARA TO!AS LASPREGUNTAS !EL CUESTIONARIO

372 PER!I!OS 378 RESPUESTAS 373 C6!IGOS

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72/73

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Documents

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