" HAVE FUN DRINKING YOUR PAST"

The tasks for this week consist in a Colombian organization that is trying to internalize a new product or service. The idea is to create a metaphor that could help with its internationalization.

Everything starts with an idea, then you formulate a project, that consist in a planning process in which people make advance decisions to let clear what you want in the future. All aspects have to be take into account; people must question themselves if the new business is an opportunity, a problem or an unmet need.
The costumers you want to focus on are one of the keys of success. The exportation of a new product is not only important because of the sales you are going to achieve, are the costumers, which provide that revenue. That’s why culture plays an important role here; the investors must know how to capture that market, investigating the behavior of the people and if the product is going to be liked in the other country.

After you know your market, the strengths, weaknesses, opportunities and threats, then come the tactics to make people consume your product. Many companies use different types of advertising in order to generate brand awareness, one of them could be print mediums like magazines; and broadcast advertising like: TV, radio and internet messages.

In Colombia we see brands like Pilsen with the slogan: “Todo heroe merece una pilsen”. Or Multinational companies like Coca-Cola: “Destapa la felicidad”.

For this activity I decided to focus on a drink very famous in our country: chicha; The Muiscas who lived in the plateau “Cundiboyacence” created it and the preparation consist in the crush and fermentation. The issue that differentiate our product is that this drink is based on liquor and is in different flavors like pineapple, apple or banana. We can export our products to South America, where the people admire very well their ancestors and this admiration could help us to expand the market. Alliances with night clubs, bars and restaurants that are recognized by the population could be an excellent way to enter in South America.

The metaphor I want to use is “have fun drinking your past “. It means that when you drink the product you are going to feel happy, funny, and active, this experience is going to stay in your head creating brand recognition. The bottle is going to be so attractive highlighting where the chicha come from.

(image taken from:guiachilenadeturismo.wordpress.com)