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PREGUNTA

¿Con que frecuencias comes una barrita de choco

Market in Volume Se estima que una barra de chocolate tiene 30 gr

% Gowth kg/person
rate per year Frecuencia de Consumo
Year Tm
2010 11.9 Diario
2011 12.1 Interdiario
2012 13.5 2 veces cada semana
2013 14.3 1 vez cada semana
2014 14.8 1 vez cada dos semanas
1 vez cada tres semanas
1 vez cada mes
1 vez cada 2 meses
1 vez cada 3 meses o menos

Population
X (thousands)
Age 18 - 30 Age 31 - 50 Age 51 - 65 SES AB
Year
2005 1 27,946.77 19.80% 17.20% 18.90% 20.1%
2006 2 28,030.70 20.6%
2007 3 28,379.13 21.0%
2008 4 28,727.57 21.2%
2009 5 29,076.00 22.0%
2010 6 29,424.44 22.9%
2011 7 29,772.87 21.2%
2012 8 30,121.31 21.2%
2013 9 30,469.74 23.7%
2014 10 30,818.18 21.40% 18.10% 19.20% 23.7%
2015 11
2016 12
2017 13
Persons per Famil 4.1

Lifestyles Moderns 6%
Progressmen 25%
encias comes una barrita de chocolate? Sophisticated 23%
Conservadoras 20%
na barra de chocolate tiene 30 gr. en promedio Adapted 19%
Resultados Frecuencia Frecuencia
Distribución % Distribución unidades x Anual
encuesta año Ponderada
2 365
2 156
3 104
5 52
14 26 Purchase Intention T2B
84 21 Replace Intention T2B
75 13
40 13
25 4
250

Cañonazo 2104
Kit Kat 2015

Consumption Unit:
% GDP grow
SES C SES D Ceiling Market % Urbans
rate
27.70% 40.0% 6.3% 66.0%
28.20% 39.2% 7.7%
28.70% 38.3% 8.9%
30.20% 37.2% 9.8%
31.80% 36.3% 0.9%
33.10% 35.6% 8.8%
34.90% 34.3% 6.9%
34.90% 32.9% 6.3%
38.40% 31.5% 5.0%
40.80% 31.3% 5.7% 71.0%
Market Share
x Empresa

Sublime

Triangulo
Nestle / Princesa
51.40%
Donofrio Besos de Moza
Lentejitas

KIT KAT
Otros Nestle

Costa
Cañonazo
Nikolo
12.30% Costa
Vizzio
Mecano
Tuyo
Otros Costa
Maxi mani
Mont Blanc
Chin-chin
Winters - Fab. Fino
9.3% Nacional
Chocolate

D´Leche
Otros FNC
Golpe
Sapito
5.2% Arcor
Sublime Kit Kat Bon-bon
85% 62% Otros Arcor
90% 75% Cua-cua
4.7% Mondelez
Mostro
0.5% La Iberica La Iberica
Objectives Otros Otros
Reach +3 % Market
Communication Distribution Share
70% 75% 3.3% Average consume per user SES ABCD
60% 45%

Objective
Total Market Potential Market Target Market
Market
x Marca
2014 2015

34.9%

6.4%
6.1%
1.6% AVERAGE PRICES IN THE MARKET
1.1%

0.0% Brand Name


1.3% Sublime

Princesa
1.7%
3.3% Cañonazo
1.0% Golpe
2.1% Sublime
2.3% Triangulo D'onofrio
1.0% Nikolo
0.9% La Ibérica
1.0% Sublime
1.1% Maxi maní
1.9% KIT KAT
1.5%

1.2%
2.6%
2.4%
1.3%
0.9%
0.6%
3.4%
1.3%
0.5%
16.6%

Average consume per user SES ABCD kg per user per year Price per bar 50gr
- kg per user per week Price x Kg

In Volume (MT) In value S/.


Objective Market Target Market Objective Market
GE PRICES IN THE MARKET
x unidad X Kg
Company Pack Price Unit Price Unit Price Tasa de
Per
Name (Local) (Local) (USD) cambio
Nestlé Perú SA 1.20 42.86 12.86 kilogram 3.33
Nestlé Perú SA 1.40 43.75 13.13 kilogram
Molitalia SA 0.55 22.00 6.60 kilogram
Arcor de Perú S 0.70 31.82 9.55 kilogram
Nestlé Perú SA 1.50 35.71 10.72 kilogram
Nestlé Perú SA 1.40 46.67 14.01 kilogram
Arcor de Perú S 8.50 0.70 0.21 kilogram
Fábrica de Choc 9.65 96.50 28.96 kilogram
Nestlé Perú SA 7.40 74.00 22.21 kilogram
Cía Nacional de 2.80 35.00 10.50 kilogram
Nestlé Perú SA 2.00 47.62 14.29 kilogram

2.00 Soles
Soles

Target Market
(+) Growth GDP / GDP decline (-).
Estimate 2017 GDP : 3.5%

% Market Market Size Key Investment


Anual Shares
COMPANY in US$ Competitor US$ in
Growth Owners %
Share (MS) Millions MS 2017 millions
Current Portfolio
Ganado 1.3% 23% 1,000 23% 95 3.0
Hoteles 5 estrellas 4.0% 15% 800 21% 30 1.0
Artefactos electricos -3.5% 18% 500 23% 40 0.1
Minas de Cobre 3.0% 31% 1,000 40% 35 0.6
Supermarket 4.5% 30% 500 45% 25 0.3
Extraccion pesquera -5.0% 25% 1,200 25% 40 0.2
Siembra de esparragos 1.5% 13% 800 15% 35 0.1
Banca de Consumo 0.5% 7% 4,000 23% 15 0.7

Potential New Business


Gourmet Restaurants 8% 0.2
Leche Embolsada y Yogurts 60% 1.0
Cables de cobre 50% 5.0
Construccion de casas 12% 4.0
Benefit
Margin
2017 E.F.E I.F.E

35% 2.7 3
20% 3 2.7
-8% 2.7 2.6.
15% 2.9 2.9
40% 3.1 2.8
-15% 2.7 2.7
22% 2.8 2.9
15% 2.9 2.5

25% 2.9 2.8


16% 2.7 2.7
10% 2.8 2.6
12% 2.8 2.5
Historic Sales
Potential New Business 2009 2010 2011 2012 2013
Gourmet Restaurants 100 300 250 270 350
Dairy milk products 650 700 780 886 995

Copper cables 560 950 2,300 650 2,350

Construction of houses 3,500 4,500 7,300 6,000 7,350


% Annual Growth
Potential New Business 2009 2010 2011 2012 2013
Gourmet Restaurants
Dairy milk products
Copper cables
Construction of houses

% GDP annual Growth 5.50% 6.50% 8.50% 2.10% 6.50%


2014 2015 2016 2017 2018
450 650 780 850
1,100 1,239 1,365 1,415

2,720 3,600 2,400 1,300

8,900 9,300 10,500 9,000

2014 2015 2016 2017 2018

6.60% 6.70% 6.50% 3.50% 3.0%

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