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The exit of bioethanol to the market as a product of mass marketing compared
to other types of biofuels and fossil fuels is really very recent. This fact means
that as a product it is still in a stage of industrial, business and commercial
research and development, since its global structure still requires great
economic and productive efforts.
Price
Until now, in Colombia every first day of the month, the national government,
through the Ministry of Mines and Energy, sets the price of ethanol and
biodiesel biofuels that will govern during that month, as well as its percentage
in the mix. The price standard is established by:
(1) a basic price that adjusts annually with the wholesale price index and
the exchange rate, which assures the industry a minimum rate of return;
(2) a price that takes into account the value of the raw material plus a fixed
cost for its industrial transformation and,
3) a price that depends on the value of the hydrocarbon that is replaced by the
biofuel, plus the cost of transformation
Square
Depending on the safety standards of the countries and the technical
characteristics of the ethanol production factories or distilleries, the way in
which bioethanol is stored may vary. As bioethanol has as a priority the supply
of fuel to vehicles in cities, the space where they meet this need for energy is
in gas stations. These places are what can be described as the bioethanol
marketplace. This square is shared with other types of fuels that are direct
substitutes for bioethanol and represent its strongest competition. In these
stations, the strongest competitor of bioethanol, gasoline, is commercialized.
Promotion
Due to the characteristics of the product, the industrial and economic support
that bioethanol has and the dimensions of the biofuel market, it can be said
that the type of advertising used by the bioethanol industry is the promotion in
direct points of sale
Because you are in a market with a very high rate of competition, you should
always be remembering your presence and participation in the fuel and biofuel
market. The advertising of bioethanol generally shows a consistent and
complete message to the market. Bioethanol must convey a message of
renewal and change that persuades the buyer, making him change his habits
towards the increasing use of bioethanol. Much of the communication related
to bioethanol is originated by environmental, scientific, economic and political
news that speak of the benefits or defects that the product has and the
environmental and social responsibility