Bibliographic citations
Lavado, C., Vidal, L., Triveño, B., Cornejo, M. (2017). Plan estratégico de marketing para el lanzamiento de línea de chocolates orgánicos para Nestlé [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9052
Lavado, C., Vidal, L., Triveño, B., Cornejo, M. Plan estratégico de marketing para el lanzamiento de línea de chocolates orgánicos para Nestlé []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9052
@mastersthesis{sunedu/2651003,
title = "Plan estratégico de marketing para el lanzamiento de línea de chocolates orgánicos para Nestlé",
author = "Cornejo Perales, María Teresa",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
Nowadays, there is a growing trend for the consumption of organic products both nationally and internationally, due to a greater concern from consumers about the care of their nutrition and health. This represents an opportunity to develop new products that keep this line healthy within its attributes, therefore a potential market has been identified to introduce a new line of organic chocolates in the peruvian market, taking advantage that one of the best grains of cocoa in the world is produced in the district of Mazamari in Junin, and are highly valued at international markets for their distinguishing attribute of being a fine aroma cocoa. To launch the new line of organic chocolates to the peruvian market, a Marketing plan has been developed and would be carried out through the company Nestlé, which would work as a new brand within the portfolio of chocolate brands currently run by the company. This company was chosen because of its position as leader in the Peruvian chocolate and confectionery market and also for its experience in social responsibility actions, as it seeks to generate a social impact in the town of Mazamari with part of the profits obtained. The new brand for the organic chocolates will be “Pachi” which means ‘gratitude’ in quechua and will be accompanied by the slogan "Place que hace bien", because it is beneficial for consumers, the community of Mazamari and the environment. At the financial level, the project is viable since it generates a NPV of S/1'183,097.26, and a IRR of 36.55% for the period 2018-2020 in addition to the social benefits in the community of Mazamari
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