Auditoria Sidra Finlandia

I Introduction
In this part of the report, the competitive market conditions for cider in Finland are determined. The data collected for the Cultural and Economic analyses serve as a basis for this. The product, market, competition, market size and government involvement will be discussed respectively.

II. El Producto

III. El mercadohttp://www.hartwall.fi/en/Hartwall/Hartwall-in-brief/Beverage-market/
The Finnish beverage market

It is estimated that per capita annual consumption in Finland is 691 litres. About a quarter of this amount is accounted for by beverages made by the brewing and soft drinks industry: beers, ciders, long drinks, soft drinks, bottled waters or speciality drinks. In Finland, aggregate sales by the industry are quite stable. In 2009, totalsales of beverages was 870 million litres according to ETL, including sales of the members of The Federation of the Brewing and Soft Drinks Industry.
Sales of new kinds of healthy options in drinks are surging all over the world, and light drinks are claiming market share from traditional soft drinks. This same trend is evident in Finland, too, where light drinks now already account foralmost 40% of sales of soft drinks and new types of beverages are seeing growth in the double digits.
Finns love cider
Finland ranks second in cider consumption in the world – only the Irish drink more cider than the Finns. Some 11 litres of cider is enjoyed per capita a year.
The largest cider segment comprises flavoured ciders. Sales of dry apple ciders have also swung to growth. Many consumers arefavouring natural ciders.
Long drinks are also exceptionally popular in Finland. In 2009 the sales of long drinks amounted for 47,5 million litres.
http://www.iltalehti.fi/ruoka/2011010312892725_ru.shtml
Finland is one the leading countries for light drinks
The development of the Finnish soft drinks market is driven by the same trends seen in the rest of the world. The beverage market ismost strongly affected by the health and wellbeing trend, which is evident in the growth in bottled waters, light drinks and new natural beverages. Globalisation is countered by the strong position of Finnish brands.
Each Finn drinks about 67 litres of soft drinks a year on average. Consumption is quite moderate, as in the rest of Europe per capita consumption is close to 100 litres. On theother hand, consumption of light soft drinks is relatively high in Finland. The share accounted for by sugar-sweetened soft drinks has declined during all of the 2000s, while sales of light soft drinks have increased by about a quarter.
Waters and new natural beverages are on the rise
Other global megatrends in the beverage industry are the shift from hot to cold beverages, growth in consumptionof non-alcoholic beverages, the fragmentation of the market into a greater variety of beverage groups, naturalness, light drinks, health and on-the-go consumption. The changing needs of consumers are the primary driver of market development. Beverages should not only taste good, but they should also be healthy, suitable for the occasion and convenient (Zenith International).

IV. LaCompetencia
a. Productos de la competencia (marcas, especificaciones, packaging, PoP, PoD)

http://www.hartwall.fi/en/Products/Drinks/Ciders/

The Upcider family of ciders includes Apple, Dry Apple, Extra Dry Apple, Pear, Wild Raspberry, Light Pear, Light Pineapple, Light Forest Berries and Light Strawberry. All the variants are sold in 0.5-litre green long-neck recyclable plastic bottles
The popularUpcider range lifts you higher. Upcider ciders now cater perfectly to Finns’ cider preferences. The product family features a new, consistent look and even more delicious flavours. All Upciders are made only with natural flavourings.
Upcider now caters perfectly to Finns’ cider preferences. The product family features a new, consistent look and even more delicious flavours. All Upciders are...