This work studies the factors that influence the commercialization of
extra virgin olive oils in the city of Cali for the brand Aceites Milenarios.
The company for which the study is carried out is currently venturing into the
distribution of this product to institutional channels, such as restaurants
that sells gourmet food and hotels that have gourmet restaurants, with the
in order to reach clients directly and publicize properties worthy of
this ingredient and essential for a healthy preparation of exquisite dishes.
The factors of the marketing mix are analyzed to identify the one that has
greater relevance for consumers when deciding to purchase,
taking into account that extra virgin olive oil is a consumer product
growing but with little market share compared to other
vegetable oils, although in the last decade there has been a growing
due to the efforts of the food sector for its interest in improving and increasing
the gastronomy of the country and consequently of the city of Cali, which nowadays
saves efforts to position itself to be the most visited gastronomic city and
recognized in the country. In addition, it is important to identify the segment to which it is due
direct the proposal from the interest of the distribution company to customers
institutional. Taking into account the possibilities that exist in the market and
the contributions that marketing makes to know the opportunities that the
market, a market study is carried out for the company Aceitvi SAS company
caleña of Spanish partners.
KEY WORDS OF AGONISTA: Extra virgin olive oil. Olive. Marketing mix.
Gastronomy. Segment.
