This document summarizes a marketing plan for a new vegetable pulp product called GreenFresh. The product is a natural vegetable pulp that can be used in kitchens to help prepare foods faster while maintaining quality. It is targeted at hotels, hospitals, catering services, and casinos. The plan identifies opportunities in the market and recommends a differentiation strategy. Competitors include other prepared food brands. The marketing mix discusses pricing around 5-8 euros, direct distribution, promotion through trade shows, and product characteristics.

1. GREEN FRESH
Sofia Tondreau Geisse Gonzalo Zaragoza
Valentina Villa Javier Ferrero
Valeria Burbank Alejandro Hernandez

2. GREEN FRESH
your best product !
• We are talking about an healthy product.
• A product that essentially help companies
that serve food but usually not as their
primary importance..for example
hospitals,hotels,casinos..that their main
activity is not the ones to serve food but
they have to.
• The product is a vegetable pulp useful
and employed in the kitchens of these
places.

3. Why GREENFRESH ???
• It's a gastronomic solution for
Horeca market that could driven
far without wasting time and save
labor force.
• People could cook faster but
always maintaining high the food
quality prepared.
• It is an organic product, which has
no chemicals added, completely
natural and with the authentic
vegetable taste.

4. POSSIBLE CLIENTS
In Spain there are more
than 3,800 hotels and
Hotels famous groups like,SOL
MELIA,HUSA
HOTELS,NH HOTELS
and lots more.
Only in Madrid there
Hospitals
are 12 hospitals

5. POSSIBLE CLIENTS
They used to work
Catering Services with high quality and
in a short time
More than 30 in
Casinos Spain in all the main
cities

6. Which company or brand has the potential for taking
advantage of this opportunity?
• Feeding companies related with the elaboration
of fresh or frozen products from the land:
• Florette :European leader of
vegetables and salads ready to eat.

7. Which company or brand has the potential for
taking advantage of this opportunity?
• Sirena: Frozen food specialist
•Findus:
Frozen food specialist

8. Which company or brand has the potential for taking
advantage of this opportunity?
• Biocop: Markets and distributes
natural and biological products for
feeding, hygiene, health and home.
• Doctor Veg:
They make baskets of
fruit and vegetables for
companies and
individuals

9. DAFO Analysis
Opportunities:
• First vegetable puré e business, offering brand new products
carefully selected and ready to be used by our costumers.
• This can be done through using a differentiation strategy, by using
the quality of our premium products we will be able to establish a
gap on the market.
• Negotiation Power
High number of providers
Standardization of the material raw
• The Product is to be categorized inside the natural diet trend of
nowadays, together with environment care and the life quality
parameters that nationally and internationally are settled.

10. DAFO Analysis
Threatens:
• Substitute products, especially the indirect ones
• new competitors
• The techniques and processes used in our company do
not require any specialized knowledge or know how in
order to developed it, therefore our products might get
easily copied.

11. DAFO Analysis
Strengths
• Know how of the business and the techniques involved
on the process.
• We manage delivery of our products; we ensure
customized services to all our customers.
• We buy the consumables directly from the provider; this
allows us to have a more exhaustive quality control over
the goods we acquire

12. DAFO Analysis
Weaknesses
•Ignorance of the characteristics and benefits of the
product by most of the potential customers and
consumers.
•Since the product we offer is so simple and in
consequence with the first argument, consumers may not
notice and give importance to where to buy the product.
This makes the positioning strategy a lot more
complicated.

13. Competitive Advantage
• In the analyze of cycle of life and the productive
chain of the business it could be 3 different stages:
the stage based in factors, the inversion and the
innovation.
• In the fists stage the competitive advantage based
in the basic factors conditions of low cost, for
example the economic work force in relation with
capitals cities, natural resources and geographic
location.

14. Competitive Advantage
• In the inversion, the competitive advantage it based in
the capacity of realizes products with good quality using
efficient methods.
• Finally, the economy are based in the innovation, the
competitive advantage generate innovation products.

15. MARKETING STRATEGIES
Target Market
Companies that offer food services, but it isn't their main service.
This companies are interested in saving time and money and
are willing to innovate in some ways.
Horeca sector: Hotels, restaurants and catering.
Benefits
• Helps saving time and money.
• Natural
Positioning
GreenFresh is a product that facilitates the
production of food,saving time and money
in the process. Also, as an semi- artisan
product, so natural.

16. MARKETING STRATEGIES
Strategies
• Differentiation  unique product in the market
• Focus  specific segment in the market, covering needs
that aren’t satisfied by other companies.
Product mix
• Carrot
• Pumpkin
• Beet

17. Marketing Mix
P rice
• Because there are no competitors have not been able to
estimate a reference price based on similar products
• The price was estimated according to the opinion of
potential customers through a small survey
Average Price
5 to 8 euros. depending on the vegetable

18. Marketing Mix
P lace
• For marketing we will use only one way of distribution.
• The channel will be direct, without intermediaries
between the company and the customer
• This type of distribution channel can maintain optimum
communication with customers, creating a direct and a
high degree of loyalty

19. Marketing Mix
P romotion
• The Promotion is done through constant visits to
potential clients
and active participation in food fairs, restaurant and
hospitality.
• We will not use mass media because it is a product
created for a specific industry and not for final
consumers.

20. Marketing Mix
P roduct
•direct from the farm field (pumpkins, carrots, beet..)
Process • through machines for thermal pasteurization
• finally vacuum packed
• 6 weeks conservation in the fridge
Preservation • 3 months conservation in the freezer
characteristics • no chemicals added and totally natural
• stored and distributed in conditions of cooling like 1 kg
packages.

21. Marketing Mix
P roduct
-Gastronomic solution for Horeca market
-Employed to help companies to save time and people working on it
-Designed primary to pre-prepared dishes as different homemade
Pastas, soups, desserts.