Bibliographic citations
Mabama, G., Gallegos, S. (2024). Diseño de plan de marketing para el lanzamiento de la nueva marca de infusiones premium de Eko Business S.A.C. [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/674007
Mabama, G., Gallegos, S. Diseño de plan de marketing para el lanzamiento de la nueva marca de infusiones premium de Eko Business S.A.C. [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/674007
@misc{renati/418152,
title = "Diseño de plan de marketing para el lanzamiento de la nueva marca de infusiones premium de Eko Business S.A.C.",
author = "Gallegos Torres, Sofia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This research focuses on developing a marketing plan for the launch of Fausta, the new premium infusion brand by Eko Business S.A.C. The main objective has been to design a comprehensive strategy to successfully position the brand in the competitive Peruvian market and capture consumers' attention. To achieve this, a thorough assessment was conducted of the current company situation, growth opportunities, consumer trends, and the competitive environment within the premium tea segment. It was identified that this category has shown growth in recent years and is projected to continue expanding over the next five years. Additionally, market segments for Fausta were defined along with key brand attributes. Subsequently, a strategic marketing plan was developed covering essential elements of the marketing mix: product, price, place, and promotion. Specific strategies were devised to differentiate Fausta from competitors, emphasizing its premium quality, focus on organic ingredients, and commitment to sustainability. The plan includes an estimated initial investment of 11,809 soles. Measurable marketing objectives were established, along with performance indicators to evaluate the success of the launch strategy. A budget was detailed for the implementation of the marketing plan, with resources allocated and optimized to maximize return on investment. Finally, it was concluded that the Net Present Value (NPV) of the project amounts to 147,086 soles, indicating that the project is viable and could yield satisfactory returns for shareholders. The comprehensive analysis and strategic approach ensure that Fausta is positioned effectively in the market, leveraging its unique attributes to capture significant consumer interest and achieve sustainable growth in the competitive landscape of premium tea brands in Peru.
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