Revista Científica Interdisciplinaria Investigación y Saberes

2022, Vol. 13, No. 1 e-ISSN: 1390-8146

Published by: Universidad Técnica Luis Vargas Torres

How to cite this article (APA):

Baez, F. (2023) Strengthening the sales channel for frozen foods

companies. Revista Científica Interdisciplinaria Investigación y Saberes, 13(1) 82-89

Strengthening the sales channel for frozen foods companies

Fortalecimiento del canal de ventas para empresas de congelados

Frank Erick Baez Moreno

Master, Corporación Unificada Nacional CUN , Chia Bogotá- Colombia, Frank.baez@cun.edu.co,

https://orcid.org/0000-0002-9992-6924

We want to develop a project to open physical stores or minimarkets

in order to improve and increase sales of the company JEKA

DISTRIBUCIONES SAS contributing to the consumption of low cost

and easy to prepare frozen food, this contributes to improve times,

money and public services in the preparation of food for students of

the university La Salle, Javeriana and Santo Tomas this project is

taking as a reference the international model of "QUEM" of Martin

Grosbard that with this model already has more than 12 stores

nationwide with sales close to 12 million Argentine pesos in 2019,

stores in which a variety of close to 200 products are offered serving

3 meals a day, with pre-cooked frozen food ready to prepare at an

affordable cost and easy to prepare, which facilitates the time

implemented in the preparation of the products and the cost of

additional products and utilities in the preparation directly decreasing

the cost of living of people in Argentina. This business model is

already implemented in several countries and has been a very

profitable and viable business, so we will implement a project in

Colombia with this model we want to implement it in our country.

Keywords:

Food, Frozen, Students, Bogota, Universities, Food,

Healthy, Students, Bogotá, Food

Abstract

Received 2022-06-22

Revised 2022-08-12

Accepted 2022-12-01

Published 2023-01-04

Corresponding Author

Frank Baez Moreno

frank_baez@cun.edu.co

Pages: 82-89

https://creativecommons.org/lice

nses/by-nc-sa/4.0/

Distributed under

Strengthening the sales channel for frozen foods companies

Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 1

Resumen

Se quiere desarrollar un proyecto de abrir tiendas físicas o

minimarkets con el fin de mejorar y aumentar las ventas de la

empresa JEKA DISTRIBUCIONES SAS aportando a el consumo de

alimentos congelados de bajo costo y fáciles de preparar, esto

contribuye a mejorar tiempos, dinero y servicios públicos en la

preparación de alimentos para los estudiantes de la universidad La

Salle, Javeriana y Santo Tomas este proyecto está tomando como

referencia el modelo internacional de “QUEM” de Martin Grosbard

que con este modelo ya tiene más de 12 tiendas a nivel nacional con

ventas cercanas a los 12 millones de pesos argentinos en 2019,

tiendas en las que se ofrecen variedad de cerca de 200 productos

que atienden 3 comidas al día, con alimentos pre cocidos congelados

listos para preparar a un costo asequible y fácil de preparar, lo cual

facilita el tiempo implementado en la preparación de los productos y

el costo de productos adicionales y de servicios públicos en la

preparación disminuyendo directamente el costo de vida de las

personas en Argentina. Este modelo de negocio ya está

implementado varios países y ha sido un negocio muy rentable y

viable, por lo vamos a implementar un proyecto en Colombia con este

modelo queremos implementarlo en nuestro país.

Palabras clave:

Alimentos, Congelados, Estudiantes, Bogotá,

Universidades, Comida, Saludable

Introduction

The main problem we want to solve through this research is to

contribute to the reduction of the cost of daily food

consumption of students, improve sales of the company JEKA

DISTRIBUCIONES SAS and generate awareness for the

consumption of frozen food for this we must know in detail the

costs, methods and food preferences of students of the

universities La Salle, Javeriana and Santo Tomas, in order to

have access to as much information as possible which allows us

to make decisions and to propose an alternative that improves

the quality, This is due to the current lack of time to prepare

Strengthening the sales channel for frozen foods companies

Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 1

food at home, the cost of food at the market and the high

increase of public services that involves cooking every day for

hours, which increases the current cost of living of students

generating bad eating habits and sometimes failing to consume

any of the 3 meals which leads to a serious health problem. It is

also about educating the consumer and changing the thinking

about frozen foods and demonstrating that they do not have

external preservatives and that they are healthy.

Jeka Distribuciones S.A.S. is a company that has been in the

market for 3 years, whose main objective is to distribute frozen

food wholesale to the HORECA sector, the company within its

experience has included daily food products such as

empanadas, cakes, arepas, soups, pizzas, almojábanas among

others. The company within its expansion has been dedicated

to the B2B sector where there is an opportunity for growth in

sales with a new line dedicated to the B2C market with the main

idea of contributing to reduce food costs as they have a line of

pre-cooked frozen food ready to prepare in minutes, which

gives us an advantage in front of offering the company a brand

recognition and remembrance and students products at an

affordable value, easy to prepare and with the quality records

requested by INVIMA which gives them a guarantee and that

are high quality products, products to be frozen have more

validity and duration which ensures that the student can store

the product for several weeks in your freezer, this will reduce

daily shopping trips, costs of preparing meals and saving time

which is what they have less, this project offers the advantage

to the company to have an additional sales channel which drives

the brand and increases sales of the company. We also want to

educate consumers to promote the use of frozen foods in their

daily lives, since we have a great market opportunity based on

the fact that 64.5% of households buy frozen products and per

capita consumption of the category amounts to 1.8 kilos per

year, according to an analysis conducted by Kantar Worldpanel.

It is still an underdeveloped market in our country compared to

other countries in Europe and the United States, largely due to

Strengthening the sales channel for frozen foods companies

Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 1

the prices and costs associated with these products; although

the development achieved by the Día % chain shows us that

consumers are predisposed and value the benefits that these

products offer, said Juan Manuel Primbas, Managing Director

Southern Cone of Kantar Worldpanel. In his research he

indicates that 1.8 kg of frozen products are consumed per year,

leaving a large percentage of improvement and market

unattended.

Methodology

Research will be conducted with students through surveys to discover

needs, preferences and costs of food currently consumed, also to

determine how familiar is the frozen food market in the area of the

university students of La Salle, Santo Tomas and Javeriana. After this,

as the company JEKA DISTRIBUCIONES SAS has the trajectory in

quality, positioning and price of its portfolio, we search for

commercial premises strategically located where we can serve the

target audience. Already with the information of the costs of the

employee, rent, raw materials, services and investment we can draw

a budget and know the break-even point of the project, the number

of units to be sold and know if the project is viable. Once this

information has been compiled for September 18, 2022 and the

research, the project is presented to the company for analysis and

decision making.

Results

The survey conducted was as follows:

Do you think frozen food is healthy?

• Yes 65% Yes

• No 35% No 35% No 35% No 35% No 35% No 35% No 35%

No 35%

Do you buy frozen food at home?

• Yes 46% Yes

• No 54% No

Strengthening the sales channel for frozen foods companies

Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 1

Do you know how to cook?

• Yes 87% Yes

• No 13% No

What words do you think of when frozen food is mentioned to you?

• Easy 50% Easy 50% Easy 50% Easy 50% Easy

• Fast 50%.

How many times a week do you eat out?

• 2 40%

• 4 40%

• 5 20%

The theoretical framework of this work is based on a traditional

marketing plan and the CANVAS Model. It follows a theoretical line

of a traditional marketing plan that follows the following structure;

Analysis, strategy, tactics and CRM. Alexander Osterwalder's

structure and the canvas business model were also used.

Clarence Frank Birdseye II is considered the founder of the modern

frozen food industry. He came up with the solution in 1915 while

doing field work in the Arctic.

Globally, the frozen food market is consolidated, especially in Europe

and the United States. These are the main consumers in the world:

• In Latin America, the average annual consumption does not

exceed 4 kilos per person.

• In Spain, it is 19 kilos. It ranks third among purchase options.

• In the United States, consumption is around 27 kilos.

• In Germany and England, about 45 kilos of frozen foods are

consumed per year.

The main advantage of frozen food over fresh food is the speed with

which it can be prepared. It only takes a few minutes to take the box

out of the refrigerator, put it in the oven or microwave and get dinner

on the table.

This is the case when it comes to already cooked dishes. But

something similar happens when frozen vegetables are prepared.

There is no need to clean or cut them and cooking them takes very

Strengthening the sales channel for frozen foods companies

Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 1

little time. They are also quicker and less frequent to buy, cheaper

and can be stored at home for months.

For these reasons, among others, more and more frozen foods are

being purchased in Spain. According to 2018 figures, sales increased

by 3.5% over the previous year.

The good thing about frozen food is that it saves time. And not only

when cooking, you also avoid having to clean and cut vegetables, for

example. Also when shopping, because it is much easier to take the

packages from the freezer and you don't have to go shopping so

often as they can be stored for days, even weeks or months.

You also don't use as many dishes and therefore less mess in the

kitchen. Lastly, frozen food is more usable; it is easier to calculate

portions and food is not wasted. There is also no risk of buying some

food that was planned to be cooked but ends up in the garbage

spoiled.

The bad thing about frozen foods is that the use of preservatives and

other additives to make fruits and vegetables more intense in color

and to prevent the development of bacteria denatures water-soluble

vitamins such as C and B vitamins. On the other hand, the presence

of these additives such as salt, sugar and fats causes the food to lose

nutritional value.

Conclusions

In reference to the first objective, we established the need of students

to consume healthy food at low cost, there is also a considerable lack

of time to prepare meals at home due to the long student days and

jobs that do not leave much free time, we found a great lack of

knowledge about frozen food, its benefits and its quality, taste,

tradition and preparation. Many of the respondents assimilate frozen

food with non-fresh products, with unpleasant taste and with myths

that the product brings chemicals, however there is also evidence of

a tendency to want to try different things and an opportunity for

improvement to educate the public with quality food, It is found that

not only students have this need many more people in the community

as mothers, fathers and grandparents express a help in their homes

when preparing daily food, they want more practicality and above all

at a fair cost, this due to the global situation and the crisis that the

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world is going through in the economic gap, The need is increasing

to save not only on raw materials, but also on services such as gas,

water and electricity, which are a priority when preparing a meal.

Many of the students stated that they eat well only when they are in

their mothers' homes, but when the question was asked to the

mothers, they also have the same problem, little time available and

few resources when buying some, to the point of considerably

reducing the portion of proteins or meals per day in order to reduce

costs of the family basket and to be able to reach the time and

resources available. This gives us to understand that more part of the

population has a similar need and opens the opportunity to a new

market option with a larger and more varied customer niche, we also

found that the problem of lack of time and resources is present in the

middle strata, however in the higher strata, although the economic

factor is not the biggest drawback, time is, Therefore, many people

want to have a practical, easy and delicious way to have their meals,

which leaves us as a conclusion that more part of the population, more

variety of ages and more variety of socioeconomic strata would be

interested in our proposal, which opens a new possibility of expansion

and vision of the project.

As a second objective, we evaluated the possibility of establishing a

more viable distribution channel to meet the preference and reduce

food costs. We found that the distribution channel in the Chapinero

sector is not viable due to rental costs, which average $3,000.00 plus

services.

As a third objective we have the presentation of an innovation project

in a point of sale of frozen foods that meets the preferences and

reduce food costs of students of the universities La Salle, Javeriana

and Santo Tomas, which according to the research conducted despite

having target customers, possibilities of increasing sales, brand

positioning, we found that the project is not feasible in the sector of

Chapinero, and according to our market research in leases in the

sectors with the highest influx of people concentrated in the sectors

of Chapinero and Chapinero, According to our research, despite

having target customers, possibilities of increasing sales, brand

positioning, we found that the project is not viable in the Chapinero

sector, and according to our market study on leases in the sectors with

the greatest influx of people concentrated in homes, we found that

the project is viable in the Modelia sector.

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Olga

Date of presentation: 2000, Institution of Development: Centro

de Investigación y Desarrollo en Criotecnología de

Alimentos, Degree obtained: Master in Engineering,

Awarding Institution: Universidad Nacional de La Plata