Propuesta metodológica para la introducción al mercado colombiano de Licuadoras marca Black & Decker Home

Abstract

The mean goal of this research is to give a methodological proposal for the introduction of Black & Decker Home brand’s new blenders into the Colombian market. To reach this goal, several in-depth interviews to potential consumers of the company’s target market were conducted, a Nielsen’s market study for the category of blenders in Colombia was analyzed and information was gathered through the category experts, who belong to the company or to its competitors. After carrying out this research it was found that Oster, category’s leader, has strong brand equity; meanwhile, Black & Decker Home has good brand equity among the people interviewed. Also, most of the people interviewed have a good perception of the Black & Decker Home brand and would buy it, because they associate it with good quality, recognition and warranty for its products. On the other hand, it was found that is necessary to adjust the company’s portfolio of blenders, to reflect the needs, tastes and preferences of the target consumers. Besides, it was found that the launch of private label brands, which belong to the big chain stores, is a threat to Black & Decker Home’s products, particularly to the low priced ones. Finally, it’s important to improve Black & Decker Home’s share in distribution channels used by the main competitors of the category, giving more importance to the distributors’ channel. At the same time, it’s fundamental to continue with the promotional activities currently held in the chain stores, extending them to the distributors’ channel.