ALTOMAYO"Estudio de caso sobre la

marca y el uso de herramientas de propiedad intelectual para

los productos locales"Mauricio Gonzales

Área de Cooperación Técnica yAsuntos Internacionales

INDECOPI suma esfuerzos al servicio del mercado

El Consorcio incluye empresa además , desde el año 2000, produce y comercializa procesadoscafé en varias líneas para elMercado peruano a través de suempresa Altomayo PERÚ SAC.

PERHUSA, dedicado a caféexportación para los últimos 48 años.

• Sector: Agro-exportación• Las ventas anuales: US $ 200 millones• red de valor del café: 200 000 familias

PERALES HUANCARUNA CONSORTIUM- PERHUSA

Su producto estrella es el café. losnegocio tiene más de 40 años deexperiencia en el cultivo de café y25 años en la exportación. Es la empresa líder de exportación de café.

Altomayo es lamarca de representación en Perúpero es todavía nuevo.

Tiene un 25% de cuota de mercado enPerú y el 16% de la cuota de mercado

entre los exportadores peruanosempresas.

ALTOMAYO coffeegrains are grown inthe Mayo river valleyat 1800 m.a.s.l.

TheMayo,

basin of Altowhich means

“High River” is locatedat the North West ofSan MartinDepartment (jungle ofNorthern Peru), wheregeography, hydrologyand weather of thearea promote growingcoffeequality.

of excellent

lecopi

SAN MARTÍN

PERHUSA identified that the valued of it exports was being affected by tworeasons: one related to the competitive market on this commodity worldwide andthe othersource.

referring to the lack of identification of the offered product with its

In 2000, PERHUSA created a company for the production and commercializationof coffee in the Peruvian market, with local brands seeking a place amongconsumers as quality brands, as a response to an international commerce trendseeking to strengthen and promote coffee consumption in local markets.

lnternal Mark,et

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Tools of Intellectual Property or Branding

Brand 2

Granted

Holder

: ALTOMAYO SUAVE

: 30/06/2004

: ALTOMAYO PERU S.A.C

Brand 1

Granted

Holder

: ALTOMAYO

: 21/11/1989

: PERALES HUANCARUNA

S.A. PERHUSA

Brand3 : ALTOMAYOBUENO

NATURALMENTE Brand 4 : ALTOMAYO PASION POR ELCAFÉ

: 28/08/2009

: ALTOMAYO PERU S.A.C

Granted: 24/06/2008

Holder: ALTOMAYO PERU S.A.C

Granted

Holder

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In this regard, PERHUSA sought new ways to increase the value of coffee exports.Hence, it decided to export with the ALTOMAYO brand, granted in 1989.

- Difference of products in the market, in otherwords, consumers recognize the productsthrough their brands and if a product is good,the consumer will associate the brand with good quality products.

- Through a brand, the businessman can createan image and style determined for his products. A brand enables launching and publicity of products as well as knowledge and use by consumers.

- Registration is the only way to protect the brand created in case of possible copies or imitation by some businesspeople willing to take advantage of its reputation.

- With registration, the holder becomes ownerof the brand and the only one authorized to use it.

- When registering a brand, theactions to

law grantsprotect histhe holder a series of

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Benefits that a registered brand would bring to the company development

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ALTOMAYO National Sales

35.000.000

30.000.000

25.000.000

NET SALES

20.000.000

15.000.000 = 2 per. Mobile average ( NET SALES)

10.000.000

5.000.000

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Economic Development of Altomayo Peru SAC

InstantCoffee

Filter orgrinded coffee

•Kirma• Nescafe

Others

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Instant Coffee

Kirma 49%Nescafe 41%Otros 10%

Market of Peruvian Coffee

Instant Coffee 65%

Filter or grinded coffee 35%

The natural flavor ofCoffee

Altomayo worldALTOMAYO decided toreach 12 % of market sharein the category of instant

New packagingcoffee in 1-year period.

Price policy

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As a result of the displayedALTOMAYO coffee reached reached 23 % in the segment

efforts, by the 4th month of launching,12 % of market share and in 2003 it of instant coffee, whereas its competitors

Kirma fell to 37% and Nescafé to 35%. Currently, ALTOMAYO holds25% of Peruvian market share.

M ar k e t of

5%

Ins tant Coffe e 2003

23%37%

35%

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Alt omay o

Nesc af é

Kir ma

Ot r os

.~...················································································································································································

···················································································································~ ...l ~~~-~--~-~----·~-~-~-~-~~~-~-~--¡··~--~·-··························································································-'

A fundamental attribute of this brand and of the coffee business ingeneral has been the tireless effort aimed at improving relations with:

• Country men.

• Providers.

Above all, the goal is to improve and contribute to the value chain.

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Improvement and development of goodpractices in the field meant animportant investment, which entails:

• Moreand,

competitive labor;

• Notableproduction.

growth in

This translates into significantincrease of the quality of life of200 000 families.

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Currently, there are more than 8500coffee growers & partners with organic,special and sustainable certification. All promote protection of ecosystems forwhich we provide technical,professional and financial assistance.

It allowed them togenerate a value

theiradded toproducts.

For PERHUSA, the 517Utz

acres ofcoffee certified by Certifiedmeant a significant innovation for thePeruvian coffee market.

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UTZ CERTIFIED is about... professional coffee growing,

traceability & trust

Growing coffee with responsibility generates better results regarding quality,better prices and better market opportunities. This practice allows PERHUSAto helps its providers with financing for their crops, to adjacent communitiesto built community centers and to keep schools, thefuture growth counting on trained country people.

latter as an investment in

Local economic development:• 200 000 producer-families• 1.5 million people directly involved in the coffee chain• 210 producer – rural districts

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~indecopiThanks you for your attention

mgonzalesd@indecopi.gob.pe

(511) 224 7800 – Extension 1634

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