Bimbo Executive Summary

Executive Summary

Bimbo is planning to launch the new flavors of Saníssimo in the mature market of Costa Rica. Our product offers a competitively unique combination of Flavor and a healthy recipe at a value-added price. We are targeting specific segments in the consumer and business markets, taking advantage of opportunities indicated by higher demand for healthy products, food that is gluten free and very low calories.

The primary marketing objective is to achieve first-year U.S. sales of 2,000,000 units of our Corn Toasts (Tostadas). The primary financial objectives are to achieve first-year sales revenues of $5.5 million, keep first year losses under $3 million, and break even early in the second year.

Market Description

Saníssimo’s target

It is great for those who are looking for a snack on the go, for kids or to go along with your favorite food and they taste great with dips. It is a great compliment to make a quick but great tasting recipe for any occasion. Therefore, Saníssimo target is to reach out to any customer to try this product, great for your health and at an unbeatable retail price, but especially to make Saníssimo part of their everyday diet.

Product Review

Saníssimo’s products focus on providing their customers a healthier lifestyle. The strategy will introduce three new Corn Toasts products. These will offer the following features:

• The toast comes in three different presentations: the Brío Balance (Fiber) toast, the Classic Corn Toast, and the Nopal Toast. These are round shaped flat tortillas.

• The crackers like rectangular toast -called Salmas- come in three types: Nopal, Blue and

• 100% natural: It is made out of 100% real Mexican corn. No added artificial flavors.

• Gluten Free: Saníssimo is also available to those who suffer celiac disease, which is a disease that is taken over by 1 out of every 141 people in the world. This spreads their products publicity to attempt to remove barriers of acquisition.

• Variety of the same product: Sannisimo Consist of three different shapes of the product which allows people to use it for different occasions. This gives them a bigger opportunity of sales since it fulfills more wants.

• Innovation : This product is completely innovative. They entered a blue ocean and took a risk in bringing something to the market that was not offered to the public before.

• Growth: They have been able to accomplish reach expansion which means that the market is accepting their product and consuming it in a larger scale.

• 100% biodegradable: The package good of this product is biodegradable and a lot friendlier to the environment than direct and indirect competitives. It takes a lot less for it to biodegrade than other package goods out