Bibliographic citations
Ruiz, K., Salinas, M., Pezo, E., Castillo, W., Velarde, Á. (2024). Business Consulting: plan estratégico de marketing para el lanzamiento de envases al vacío sustentables de Sealed Air Perú [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/29033
Ruiz, K., Salinas, M., Pezo, E., Castillo, W., Velarde, Á. Business Consulting: plan estratégico de marketing para el lanzamiento de envases al vacío sustentables de Sealed Air Perú []. PE: Pontificia Universidad Católica del Perú; 2024. http://hdl.handle.net/20.500.12404/29033
@mastersthesis{renati/1666384,
title = "Business Consulting: plan estratégico de marketing para el lanzamiento de envases al vacío sustentables de Sealed Air Perú",
author = "Velarde Palomares, Álvaro Hernán",
publisher = "Pontificia Universidad Católica del Perú",
year = "2024"
}
The purpose of this strategic marketing plan is to successfully introduce and position Cryovac's innovative Super T thermoformed vacuum packaging, a brand of Sealed Air, in the competitive Peruvian market. This eco-efficient solution has a unique structure that combines an EVOH (ethylene-vinyl alcohol copolymer) barrier, offering a 40% reduction in material usage while maintaining high mechanical resistance. This translates into a lower environmental footprint, increased productivity, and reduced operating costs for the food industry. The strategies initially focus on capitalizing on Cryovac's strong brand reputation to achieve adoption among current clients, and then rapidly expanding into new segments such as fruits and dairy products, emphasizing attributes of environmental commitment and efficiency. The plan requires an investment of $173,550 in the first year, structuring a comprehensive marketing mix to build demand, improve distribution, and enhance customer experience. Sales growth projections of 46% and 30% are expected for the second and third years, reaching $5M in 2027. Returns will materialize from 2025 onwards when introduction expenses decrease, achieving attractive operating margins of 19.41%. Critical success factors include rigorous execution of the intensive activity schedule in the first semester, focused on generating trials and initial adoption. Additionally, close monitoring of indicators related to event participation and order generation will allow for risk management. The plan presents solid strategic and financial foundations to enable the commercial success of the innovative Super T packaging, positioning it as the undisputed leader in eco-packaging for the Peruvian food industry.
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