REVERSE DESIGN

INTRODUCTION TO FOOD ENGINEERING

FIRST JOB

PRODUCTO: Galleta mamut

TARGET

Socio-economic level: Low-middle, middle.

Sex: Men and women.
Edad: 3-30 años.
Hábitos: de consumo.
Consumer: Children and young people.
Buyer: parents and young people.
Type of consumer: the open-minded one.
Buyer type: convenience.

The mammoth cookie is mainly aimed at children and young people, and they love it.
sweet and the type of advertising they handle is specifically made to attract the
their attention, although it is also a product for adults and elderly people. It
can be considered as a family product.

MANUFACTURER
 The mammoth cookie is manufactured by the
Pepsico company, a capital company
open in the hands of various investors with a wide portfolio of products
food and beverages, this company is dedicated to the production of nutritious foods,
convenient, fun, and frequently consumed, which are made in plants.
the brand by which this product is governed is Gamesa, which is number 1 in Mexico in
Regarding cookie production, it has a history of more than 90 years in the
market, implementing delicious cookies with natural ingredients and high value
nutritional.

CONCEPT OR POSITIONING OF THE PRODUCT

MAMUT: Delicious vanilla marshmallow trapped in the shape of a sandwich between soft ones.
cookies, covered in dark or white chocolate.

Positioning: it has a great acceptance from the Colombian people due to its shape,
price and quality of flavor, in general Pepsico manages investment proposals
allowing to compete with affordable prices against other companies in the sector and go
gaining greater brand positioning for Gamesa, where the product is located
MAMMOTH.

MARKET RESEARCH

Gamesa enters Colombia with the aim of increasing per capita consumption, as it is 2.
kilograms per person per year, this was due to the fact that the Colombian consumer did not have
many options when it comes to buying, this product breaks the mold
of a certain traditionalism with the innovation of a cookie.

PACKAGING

The packaging of the mamut cookie is quite colorful and fun, for this reason it attracts attention.
a lot of attention from consumers, both large and small.

The packaging includes two cookies with chocolate or vanilla coating, filled with meringue.
(marshmallow). Although the individual packaging of the cookie is also sold.
FOOD

The composition and nutritional value of the mammoth cookie is as follows:

The mammoth cookie aims to sweeten those who try the product, since
it satisfies the taste of both children and adults with its exquisite chocolate flavor, by
At the moment of eating a mammoth cookie, you feel a sensation of taste, sometimes.
provoking the desire to buy another one.

As their slogan says: 'Great flavor and great fun for that fierce appetite.' And as their
Propaganda says: 'When you have a big craving, calm it with mammoth.'

PRODUCTION PROCESS

For the cookie, wheat flour, salt, baking powder, starch, and whey are mixed together.
powdered milk and potassium sorbate. Afterwards, several liquid ingredients are added, this
it causes a chemical reaction that makes the mixture lighter.

The cream-colored liquid is vegetable oil and the transparent one is fructose glucose.
The proportion of the ingredients is a company secret, of the mixer the pasta
enter a machine called the cutter, which shreds the large piece into
smaller pieces, which makes the dough more manageable for the next
machine called the rotating mold, inside it a large bulldozer flattens the
small pieces, then press the layer against another roller that has as a surface
a set of cookie cutters, the molds for the base of these cookies are round.

The bases come out of the machine and are passed to a moving baking sheet that
it transports to an oven, the temperature and cooking time are also a secret of the
company, the baked cookie bases come out of the oven and are transported to the area
cooling, once cooled to room temperature the cookies are placed in
a machine called base feeder, which aligns the cookies so that they can be
placed the marshmallow and the chocolate coating. The marshmallow is generally made
of sugar and gelatin.
For the final layer, the chocolate one, not only the top base is covered with chocolate.
hot, since the bottom base is floating in it, which ensures that the chocolate covers
the bottom part as well. Jets of compressed air remove the excess chocolate, this
hardens in a cooling tunnel, in which the temperature and time of
cooling duration is also a secret. On the packaging line, the cookies are
placed in a plastic tray. Finally, the trays go through a machine that
wrap.

COMPETITIVE ADVANTAGES

Understanding the market is essential to establishing profitable relationships with

customers. To offer the greatest value, generate satisfaction, obtain loyalty from
to attract the consumer and make the company or product a truly appealing option is
It is necessary to know and study the competition, thus creating competitive advantages, accordingly.
to the possibilities of the company and the industry in which it participates.
When one wants to enter a market and venture into one or more.
specific segments, it is important to identify and know in depth those whom you
he wants to sell it to all the competitors to whom this product is going to
to face, that is to say, all those who can provide, directly or indirectly, a value
such that it attracts a customer who could potentially buy it. So, develop
consciously a competitive advantage is essential for anyone who wishes to
stand out from the competition and attract a larger number of customers. The Mamut cookies
in this aspect they have a great advantage, since it is a unique product in the country, it is the
the only chocolate-covered cookie that is filled with marshmallow as an addition, this
the combination is exclusive to this brand. To make this advantage sustainable, it is essential
offer products with greater added value, as well as having processes and/or offering a
customer service that cannot be duplicated or imitated by the competition.

To maintain this advantage, three key aspects must be taken into account:

1. Being the cheapest: It involves minimizing production costs as much as possible.

distribution

2. Offer the best product: More innovative products that position the company
as a leader in its industry.

[Link] the offer to your client: Focusing all efforts to better satisfy
nobody to specific segments, instead of addressing the entire market.

COMPETITORS

In just over a year, the cookie category has had two very significant movements.
In August of last year, Colombina entered to compete in the savory cookie segment.
At the beginning of October, Pepsico announced its entry into this market with a new
plant in Funza, to the west of Bogotá, where it will produce the brands Gamesa and Quaker.

Both Colombina and Pepsico have seen in the market the possibility of growth, as the
the per capita consumption of the country for this product is only two kilos per inhabitant per year,
far from markets like Brazil, Argentina, and Mexico, which triple that figure. And,
although in recent years there have been aggressive processes of innovation and segmentation
from the markets, the number of presentations is much lower than those recorded in
other mature markets, both in savory and sweet cookies.
In the category, there are two major local competitors. Noel - from the Business Group
Antioqueño, GEA has about 58% of the market, which amounts to nearly $800,000.
millions, was the business that grew the most for this group last year with an increase
of 25.8% and has become one of the most important companies in the region. By
Colombina competes with brands like Crakeñas, Wafer Bridge, Nucita, and Piazza.
In addition, there are multinational companies Nestlé and Kraft, which have established brands.
like Nesfit, Cocosette, Can Can, Doré, and Saltinas, in the case of the first; and of Club
Social, Belvita, and Oreo, for the second one.

Noel, which invoiced more than $730 billion last year, is in its expansion
international a priority objective. In fact, it was the GEA business that sold the most in
2007 with US$136 million, and a growth of 62% in international markets. Without
embargo, the competition will not only arise in new products and in the search for
most profitable segments. Distribution and points of sale will be key
fundamentals to leverage the business. Noel is an expert in this topic. She manages
high-precision logistics standards in the country and abroad and is a supplier of chains
like WalMart and Publix, in the United States, which demand high levels of quality.
Colombia reaches more than 200,000 points of sale and, with the purchase of Pozuelo in
Central America increased by another 100,000 points on the sales platform.

Competition in the market is becoming increasingly intense and the points of sale are
scenarios of large commercial battles. Nestlé has understood this, and invests between
10% and 15% of the category's billing in terms of advertising, promotion and
activities at the point of sale. But, Pepsico will not fall behind. To the knowledge of the
multinational in logistics issues - that applies in different markets around the world, it
it will add the experience that Frito Lay has in Colombia, a leading salty snacks company
whose sales last year reached $380.000 million. In it, the brands Gamesa and
Quaker will leverage to reach over 200,000 points of sale in the country,
they will complement the portfolios and, at first, will provide one of the largest samples of
new products in the country, with over four million free samples.

PRICING STRATEGY

Gamesa, better known for its line of cookies, announces its willingness to acquire
lugar número 2 en el ranking del mercado de cereales, cuyo valor se estima en 700
millions of dollars.

The strategies focus on offering their brands at 30% below the price of their competitors.
competitors and investing between 7 and 9% of their monthly income. On the other hand, the
The diversification of its products will remain relevant with the different lines of cereals.
targeted at segments such as women, children, men, and seniors

Operational excellence and the optimization of variable costs -basic pillars of the plan- and
they support, among other measures, in:

the adjustment of capacity to the evolution of demand and a standardization

of components and manufacturing processes
Spain and China are configured as centers of production and supply for the
world, while maintaining productive presence in local markets (India,
United States and Brazil

DISTRIBUTION CHANNELS

The 'PUSH' strategy (Strategy towards distribution channels) is a strategy of

descending sense, is carried out in a staggered manner from the manufacturer to the channel and from the channel to
end user. So that manufacturers or the channel can direct their promotion directly to others
intermediaries of the distribution chain. Considering this, the set of strategies
it is well developed since it meets a common goal which is to sell and position itself
in the market managing their distribution channel very effectively and at the same time
providing direct support with added value. Guiding the efforts of
communication and promotion about intermediaries, in a way that encourages them to do
reference to the brand, to store the product in significant quantities, to grant it
suitable sales space and to encourage consumers to buy the product. In the
channel design adapts to a larger environment when economic conditions are in
depression, for this reason the producers of Gamesa expect to move their goods to the market in the
cheaper way. This involves using shorter channels and eliminating services.
that are not essential and that increase the final price of goods.

Classification of Channels: In Gamesa, there is only one type of channel: Channel for products
of consumption. Channels for consumer products are further divided into four types
which are considered the most usual:

Producers-consumers
Producers-retailers-consumers
Producers-wholesalers-retailers or detailers-consumers
Producers-intermediaries-wholesalers-retailers-consumers

Criteria for the selection of channels:

Market coverage
Control
Costs

SOURCES

Mammoth. (n.d.). Retrieved August 12, 2014, from:

[Link]
Gamesa. (2014). Retrieved on August 12, 2014, from:
[Link]
Mammoth cookies. (2013). Retrieved on August 12, 2014, from:
[Link]
How to make Marshmallow Cookies. (2008). Retrieved on August 12, 2014.
de: [Link]