Bibliographic citations
Lau, R., Sota, E., Mogrovejo, C., Arbizu, T. (2017). Planeamiento de marketing para el desarrollo de una línea de productos de tratamiento corporal con insumos del VRAEM para la marca Ésika [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9047
Lau, R., Sota, E., Mogrovejo, C., Arbizu, T. Planeamiento de marketing para el desarrollo de una línea de productos de tratamiento corporal con insumos del VRAEM para la marca Ésika []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9047
@mastersthesis{sunedu/2657718,
title = "Planeamiento de marketing para el desarrollo de una línea de productos de tratamiento corporal con insumos del VRAEM para la marca Ésika",
author = "Arbizu, Tania",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
In Peru, the market for nutritious and hand-held moisturizers represents 56.7% of the body treatment category, and its demand is growing mainly in the direct sales channel. It is also observed that consumer trends increasingly in favor of natural products. However, the its launching within the category has decreased slightly. It is within this framework that the present marketing plan has detected the opportunity to capitalize on this global trend, using concepts such as nature, millenary inputs, and mysticism through the development of a new line of body treatment within the portfolio of the Ésika brand in which it appeals to values such as integral well-being, and social responsibility. With regard to the latter, it should be noticed that one of the main reasons for being the development of the Origen line is based on its social purpose as it seeks to sustain a project that through the image of Ésika can benefit the Village School Beato Niño Junípero Serra, an educational institution in the VRAEM area that houses a significant number of children at risk, encouraging the development of self-sustainability activities. Taking into account the growing demand of many of the crops originating in Peru, thanks to its properties recognized worldwide, is that four combinations are chosen for the development of the line of body treatment Origen whose concept materializes in the tagline "Peruvian millennial nature in your skin". Both the name and tagline choice have been validated in the market research carried out between the target group with 71.3% and 38.7% approval, respectively. This project represents an innovation in concept and ways of communication to the consumer, implying the first 100% digital campaign for a body treatment of Ésika. In this way, it seeks to get closer to the interests and tendencies of the final consumer and to generate a value proposition that benefits the perception of qualityprice. The present marketing plan seeks to position Origen on the top of mind of the body treatment consumer, and to allocate an average of 8.05% of sales to the self-sustainability of Aldea Niño Beato Junípero Serra School located in Mazamari-Junín in the period 2018-2022 Considering this, a NPV of S/3’120,639.21 is generated in this same period, sustaining the viability of the project
This item is licensed under a Creative Commons License