proyecto final de grado.page.titleprefix Producción y comercialización de una línea de cosméticos a base de aceite de açaí
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Date
2009
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Abstract
"Açaí es la berry de una palmera monoica multicaule de la Amazonia, de más de 30 metros de altura, y con sus concentraciones más significativas en los pantanos del estado de Pará en Brasil. Las baries de açaí son comercializadas como pulpa congelada y utilizadas proncipalmente en la producción de jugos y smoothies.
Con una capacidad antioxidante 10 veces mas altas que la de los arándanos azules y los rojos, la berry de açaí no tiene comparación en el mundo en este sentido, lo cual representa todo su potencial. Contiene además buenas concentraciones ácidos grasos, un complejo de aminoácidos muy completo y buenas cantidades de b-sitosterol, potasio y vitamina A, C y E, todos compuestos con buenas aplicaciones sobre la piel, incluyendo los antioxidantes.
Como consecuencia de estas cualidades, a través de este proyecto de inversión se analiza el desarrollo de una líea de cosméticos a base de aceite de açaí y su introducción en la Argentina. Con esta intención, se selecciona el canal de venta directa para aprovechar la intensa comunicación e interacción generada entre revendedores y clientes, y por considerarse compatible con la calidad requerida para el producto.
Con el objetivo de asegurar la competitividad del proyecto en cuanto a calidad y costos, este se concentra en la producción del aceite de açaí , importando la pulpa desde Brasil. Con una instalación de prensado en frío se consigue recuperar un aceite de açaí de la pulpa que conserve todas su sorprendentes cualidades y a un costo competitivo.
A través de la tercerización de la producción de la linea de cosméticos y la asociación estratégica con una compañía de cossméticos líder en el canal de venta directa, se consigue introducir el producto en el mercado con bajos costos de comercialización.
Con esta estructura, es posible el desarrollo de un producto de un potencial significativo en un mercado muy atractivo como el de los cosméticos, con una baja inversión y riesgos limitados, y contando además con la ventaja competitiva siendo primero en el mercado".
"Açaí is the berry of a slender, monoicious, multi - stemmed palm from the Amazon, which reaches a height of over 30m and with its greatest concentrations in the swamps of the state of Para in Brazil. Açaí berries are marketed as frozen pulp and used primarily in the production of the juices and smoothies. Açaí's most significant property is its antioxidant capacity 10 times higher than those of blueberries and cranberries. Additionally, it has important concentrations of fatty acids, a very complete amino acids complex, and considerable contents of b-sitosterol, potassium, vitamin A, C and E, all having good applications on the skin., including antioxidants. As a consequence of these properties, the introduction of an açaí oil based cosmetic line in Argentina is analyzed in this investment project. Since the direct selling channel is compatible with the product's required quality and due to the intense contact and communication between resellers and customers, it is considered to be the best approach to market. With the intention of assuring costs and quality competitiveness, the project is concentrated on the production of the açaí oil, importing the frozen pulp from Brazil. A cold pressing facility is required to recover açaí oil from the pulp retaining all of its amazing properties at a competitive cost. As a result outsourcing the cosmetic line's production and developing a strategic alliance with a leading cosmetic company from the direct selling channel, important distribution cocsts reduction are achieved, key to a successful introduction in the market. According to this structure, the development of a product of significant potential on highly attractive market is possible, having a low investment and limited risks, plus the competitive advantage by being first-to-market".
"Açaí is the berry of a slender, monoicious, multi - stemmed palm from the Amazon, which reaches a height of over 30m and with its greatest concentrations in the swamps of the state of Para in Brazil. Açaí berries are marketed as frozen pulp and used primarily in the production of the juices and smoothies. Açaí's most significant property is its antioxidant capacity 10 times higher than those of blueberries and cranberries. Additionally, it has important concentrations of fatty acids, a very complete amino acids complex, and considerable contents of b-sitosterol, potassium, vitamin A, C and E, all having good applications on the skin., including antioxidants. As a consequence of these properties, the introduction of an açaí oil based cosmetic line in Argentina is analyzed in this investment project. Since the direct selling channel is compatible with the product's required quality and due to the intense contact and communication between resellers and customers, it is considered to be the best approach to market. With the intention of assuring costs and quality competitiveness, the project is concentrated on the production of the açaí oil, importing the frozen pulp from Brazil. A cold pressing facility is required to recover açaí oil from the pulp retaining all of its amazing properties at a competitive cost. As a result outsourcing the cosmetic line's production and developing a strategic alliance with a leading cosmetic company from the direct selling channel, important distribution cocsts reduction are achieved, key to a successful introduction in the market. According to this structure, the development of a product of significant potential on highly attractive market is possible, having a low investment and limited risks, plus the competitive advantage by being first-to-market".
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Keywords
COSMETICOS, AÇAI, CANALES DE COMERCIALIZACION