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Multimix De Consumo MULTIMIX DE CONSUMO PRODUCTO: COCOA/ ACHOCOLATADOS INFORME EJECUTIVO - 1 - ESTRUCTURA DEL INFORME PRODUCTO: COCOA/ACHOCOLATADOS RESUMEN DE LOS DATOS MAS RESALTANTES DEL PRESENTE INFORME PRODUCTO: COCOA o HOGARES CONSUMIDORES DEL PRODUCTO o CONSUMO DEL PRODUCTO: WINTER’S Vs CURAZAO Edades de los compradores del producto Lugar donde realizan la compra Fidelidad hacia la marca o PERFIL DE LOS COMPRADORES DEL PRODUCTO: AMAS DE CASA Variables demográficas Variables psicográficas o MEDIOS A LOS QUE ESTÁN EXPUESTOS LOS COMPRADORES DEL PRODUCTO Alcance semanal de canales de televisión, emisoras de radio, diarios PRODUCTO: ACHOCOLATADOS o HOGARES CONSUMIDORES DEL PRODUCTO o CONSUMO DEL PRODUCTO: MILO Vs NESQUIK Edades de los compradores del producto Lugar donde realizan la compra Fidelidad hacia la marca o PERFIL DE LOS COMPRADORES DEL PRODUCTO: AMAS DE CASA Variables demográficas Variables psicográficas o MEDIOS A LOS QUE ESTÁN EXPUESTOS LOS COMPRADORES DEL PRODUCTO Alcance semanal de canales de televisión, emisoras de radio, diarios o GRADO DE ATENCIÓN DE LOS COMPRADORES DE COCOA/ ACHOCOLATADOS A LA PUBLICIDAD QUE SE TRANSMITE EN LOS DIFERENTES MEDIOS DE COMUNICACIÓN RESUMEN TÉCNICO DEL MULTIMIX DE CONSUMO Y COSTO MULTIMIX DE CONSUMO: LÍNEAS DE PRODUCTO Y SERVICIOS INVESTIGADOS - 2 - RESUMEN DE LOS DATOS MAS RESALTANTES DEL PRESENTE INFORME VARIABLES COMENTARIOS Consumo de Cocoas / . Un 81% de los hogares de Lima Metropolitana consumen cocoa/ Achocolatados achocolatados. CONSUMIDORES DE COCOAS . El 53% del total de hogares de Lima Metropolitana consumen Cocoa: 29% en el nivel A/B, 54% en el C y 65% en el D/E. Hogares consumidores del . La marca que más se consume es Winter’s, 40,7%, tanto en el total producto de hogares como en los niveles socioeconómicos investigados. La segunda marca es Curazao, 11,9%. El punto de venta donde se realiza el mayor número de compras es en primer lugar las bodegas, y en segundo lugar, los puestos de Lugar de compra y fidelidad hacia mercado la marca . Winters’s tiene consumidores más fieles que Curazao, el 57% de sus consumidores utilizan exclusivamente esta marca, mientras que en Curazao, solo el 37% la usa exclusivamente. La principal ocupación de los compradores de cocoa es su casa. Su principal hobbie o pasatiempo es escuchar música. Acostumbran asistir principalmente a restaurantes, fast food, cafés y parques de distracción. Siendo los compradores de Winter’s quienes más realizan estas actividades que los de Curazao. Perfil de los compradores . El autoservicio que más visitan para realizar sus compras es Metro. Más de la tercera parte de compradores cuenta con un teléfono celular, principalmente de Telefónica. Más del 15% tiene una tarjeta de crédito en tiendas comerciales y la décima parte cuenta con algún producto bancario. Más del 70% de los compradores de Winter’s y Curazao han visto América TV. Medios a los que están expuestos . Las emisoras de radio Panamericana, Felicidad, Radio Mar Plus, RPP y los compradores Moda son las más escuchadas por los compradores de ambas marcas. Trome y El Comercio son los diarios más leídos. CONSUMIDORES DE ACHOCOLATADOS . El 48% del total de hogares de Lima Metropolitana consumen Achocolatado: 60% en el nivel A/B, 52% en el C y 38% en el D/E. Hogares consumidores del . La marca que más se consume es Milo, 23,3%, tanto en el total de producto hogares como en los niveles socioeconómicos investigados. La segunda marca es Nesquik, 16,9%. El punto de venta donde se realiza el mayor número de compras es Lugar de compra y fidelidad hacia en primer lugar el autoservicio, y en segundo lugar, las bodegas la marca . Tanto Milo como Nesquik tienen pocos consumidores fieles, solo el 36% de sus consumidores utilizan exclusivamente la marca. La principal ocupación de los compradores de achocolatados es su casa. El principal hobbie o pasatiempo es escuchar música. Acostumbran asistir principalmente a restaurantes, fast food, cafés y parques de distracción. Perfil de los compradores . El autoservicio que más visitan para realizar sus compras es Metro. Más del 40% de los compradores cuenta con un teléfono celular, principalmente de Claro. Más de la cuarta parte tiene una tarjeta de crédito en tiendas comerciales y cerca del 20% cuenta con algún producto bancario. Cerca del 70% de los compradores de Milo y Nesquik han visto América TV. Medios a los que están expuestos . Las emisoras de radio La Inolvidable, Felicidad, RPP, Panamericana y los compradores Radio Mar Plus son las más escuchadas por los compradores de ambas marcas. El Comercio y Trome son los diarios más leídos. - 3 - CONSUMO DEL PRODUCTO: COCOA Y ACHOCOLATADOS PERÍODO INVESTIGADO: Febrero 2007 GRUPO OBJETIVO: AMAS DE CASA ÁMBITO GEOGRÁFICO: LIMA METROPOLITANA MUESTRA ESTADÍSTICA: 767 AMAS DE CASA - 4 - CONSUMO DEL PRODUCTO 81% 19% HOGARES CONSUMIDORES DE COCOA/ ACHOCOLATADOS Consumidores No consumidores 47% HOGARES CONSUMIDORES DE COCOA 53% CONSUMIDORES DE COCOA NO CONSUMIDORES 52% 48% HOGARES CONSUMIDORES DE ACHOCOLATADOS CONSUMIDORES DE ACHOCOLATADOS NO CONSUMIDORES - 5 - PRODUCTO: COCOA - 6 - HOGARES CONSUMIDORES DEL PRODUCTO: COCOA 60 47% 40.7 53% 40 20 11.9 3.0 1.6 1.6 0 TOTAL WINTER'S CURAZAO D'ONOFRIO LA ABUELITA CHOCOLET 60 71% 40 20.0 20 7.8 29% 3.0 2.3 0 NSE A/B WINTER'S CURAZAO D'ONOFRIO LA ABUELITA 60 41.7 54% 46% 40 20 13.3 3.0 2.6 NSE C 0 WINTER'S CURAZAO D'ONOFRIO CHOCOLET 60 51.0 65% 35% 40 20 13.1 3.0 NSE D/E 2.1 0 WINTER'S CURAZAO D'ONOFRIO LA ABUELITA CONSUMIDORES DE COCOA NO CONSUMIDORES DE COCOA - 7 - COMPRADORES DEL PRODUCTO: WINTER’S Vs. CURAZAO WINTER’S CURAZAO 80 80 60 60 43.4 42.4 39.2 36.5 40 40 11.4 11.7 14.1 20 20 9.4 0 0 TOTAL 16 a 25 26 a 37 38 a 50 51 a Mas 16 a 25 26 a 37 38 a 50 51 a Mas 80 80 63.0 60 60 40 24.1 25.9 40 8.4 20 5.0 20 6.4 6.1 6.1 0 NSE A/B 0 16 a 25 26 a 37 38 a 50 51 a Mas 16 a 25 26 a 37 38 a 50 51 a Mas 80 80 60 48.3 47.8 60 32.3 40 40 20.9 17.0 11.5 13.0 20 20 0.0 0 0 16 a 25 26 a 37 38 a 50 51 a Mas NSE C 16 a 25 26 a 37 38 a 50 51 a Mas 80 80 51.9 53.0 60 49.0 49.8 60 40 40 16.1 20 14.1 20 8.8 8.7 0 0 16 a 25 26 a 37 38 a 50 51 a Mas NSE D/E 16 a 25 26 a 37 38 a 50 51 a Mas 16 a 25 26 a 37 38 a 50 51 a Mas - 8 - CONSUMO DEL PRODUCTO: WINTER’S Vs. CURAZAO LUGAR DONDE REALIZAN LA COMPRA WINTER’S CURAZAO 19% 12% 57% 10% 4% 27% 50% 21% Autoservicio Bodega Pto.Mercado Otro Lugar FIDELIDAD HACIA LA MARCA CONSUMIDORES DE CONSUMIDORES DE WINTER’S 40.7 % CURAZAO 11.9 % 100% 100% 80% 43 % 80% 63 % 60% 60% 40% 40% 57 % 20% 20% 37 % 0% 0% WINTER'S CURAZAO Usan más de una marca Usan sólo una marca - 9 - PERFIL DE LOS COMPRADORES DE COCOA: AMAS DE CASA OCUPACION CURAZAO WINTER’S 49% 44% 51% 56% Su casa Otras actividades fuera del hogar GRADO DE INSTRUCCIÓN ESTADO CIVIL 70 70 60 60 51.5 49.3 48.5 50 50 41.8 40 40 32.2 31.7 30 25.1 30 20.4 18.6 19.3 20 20 16.4 16.7 12.0 9.7 10 10 0 0 Primaria Secundaria Tecnica Superior Casada/o Conviviente Otros 70 PROCEDENCIA 60 54.5 51.8 48.2 50 45.4 40 30 20 10 0 Lima y Callao Otras ciudades Winter's Curazao - 10 - COCOAS: VARIABLES PSICOGRÁFICAS HOBBIES/ PASATIEMPOS ASISTENCIA A ALGÚN LUGAR DE DIVERSIÓN (En los últimos 15 días) 4.6 7.2 MANUALIDADES CINE 7.0 5.9 10.3 20.4 TEJER/HILAR FAST FOOD 7.7 20.2 10.1 12.9 COCINAR PARQUE DE 9.9 DISTRACCIÓN 21.9 21.6 15.3 MIRAR TV CAFÉ/HELADERIA 18.1 23.5 ESCUCHAR 30.5 46.0 MUSICA RESTAURANTE 33.4 53.3 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 ASISTENCIA A CENTROS AUTOSERVICIOS MAS COMERCIALES CONCURRIDOS (En los últimos 15 días) (En los últimos 15 días) Curazao 60 57.7 38.6 40 AUTOSERVICIO 12.2 20 12.8 9.1 55.9 2.0 5.5 0 Metro PlazaTotus Eco Wong Minka vea Winter’s TDA. POR 24.8 DEPARTAMENT 60 O 36.4 24.1 40 13.7 20 11.7 3.9 3.2 0 Metro Plaza veaTotus Eco Wong 20.1 CENTRO COMERCIAL 21.7 0 10 20 30 40 50 60 70 80 Curazao Winter's - 11 - TENENCIA DE BIENES Y SERVICIOS TELEFONÍA CELULAR FONDO DE PENSIONES 50 50 40 40 36.1 31.3 30 30 20.3 19.0 20 16.3 20 12.5 10.5 10 10 8.8 5.2 2.5 0.4 0.0 0.6 1.4 1.1 0.8 0 0 TELEFONO Telefonica del Claro Nextel A.F.P. Integra Horizonte Profuturo CELULAR peru SERVICIOS FINANCIEROS CUENTA CORRIENTE 2.7 DEPOSITO A PLAZO 3.6 FIJO 2.8 TARJETA DE 3.5 CREDITO 4.7 CUENTA DE 10.2 AHORRO 13.3 TARJETA CREDITO 18.3 TIENDA COMERCIAL 14.6 0 10 20 30 40 50 Curazao Winter's - 12 - MEDIOS A LOS QUE ESTÁN EXPUESTOS LOS COMPRADORES DEL PRODUCTO: COCOA CANALES DE TELEVISIÓN EMISORAS DE RADIO 100 100 80 74.2 80 72.3 64.7 60 60 49.4 38.7 39.1 42.0 35.9 38.7 40 34.5 37.8 37.8 40 33.9 34.6 33.2 36.1 33.9 32.2 26.8 22.7 20 17.0 15.1 20 0 0 ATV RPP Moda TV Perú TV Felicidad La Mega La Panamericana Panamericana Radiomar Plus Radiomar Frecuencia Latina Frecuencia America televisión DIARIOS 100 80 60 40 22.1 22.4 21.0 17.6 20 15.1 12.5 12.6 10.8 9.2 9.2 6.6 5.4 0 Ajá Ojo Trome Correo El Popular El El Comercio El Winter's Curazao - 13 - PRODUCTO: ACHOCOLATADOS - 14 - HOGARES CONSUMIDORES DEL PRODUCTO: ACHOCOLATADOS 60 52% 48% 40 23.3 20 16.9 10.8 5.5 TOTAL 0 MILO NESQUIK KIWIGEN SOL DEL CUSCO 60 60% 40 28.7 26.0 40% 20 11.2 9.4 NSE A/B 0 MILO NESQUIK KIWIGEN SOL DEL CUSCO 60 52% 40 48% 26.5 20 15.5 13.3 6.1 NSE C 0 MILO NESQUIK KIWIGEN SOL DEL CUSCO 60 62% 40 38% 18.0 20 13.0 8.5 3.0 NSE D/E 0 MILO NESQUIK KIWIGEN SOL DEL CUSCO CONSUMIDORES DE ACHOCOLATADOS NO CONSUMIDORES DE ACHOCOLATADOS - 15 - COMPRADORES DEL PRODUCTO: MILO Vs.
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