Bibliographic citations
Gutiérrez, L., Urday, Y., Ramos, L., Asmat, U. (2017). Plan estratégico de marketing para el lanzamiento de infusiones de cacao de la Empresa la Ibérica [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9053
Gutiérrez, L., Urday, Y., Ramos, L., Asmat, U. Plan estratégico de marketing para el lanzamiento de infusiones de cacao de la Empresa la Ibérica []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9053
@mastersthesis{sunedu/2660813,
title = "Plan estratégico de marketing para el lanzamiento de infusiones de cacao de la Empresa la Ibérica",
author = "Asmat Mendo, Ursula Susana",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
The infusions market, especially tea made with native herbs and fruits is experimenting a significant growth in Peru. This is why the segment that will have a bigger rise in 2018 is the herbal and fruit tea with a growth of 125% in comparison to the year 2013. The growth in demand for herbal and fruit tea responds to the fact that there is a wider knowledge of these products healing properties and nutritional values, resulting in more Peruvians eager to consume them with the purpose of leading a healthier lifestyle. The enhancement of native cereals, herbs and fruits responds to the rise of Peruvian gastronomy in recent years. This is how, considering the opportunities that a cacao-based product has, we propose to launch the infusions line “Theo” (with the tagline “drinking tea is good for you”) which value proposition lies on attributes such as wellness, optimism and social benefit. This concept was confirmed by a market research on the target segments, reaching 89% of acceptance and 59% of purchase intend, both in the top two box. Therefore, being a new concept in the market and involving a niche sector, it will be important to implement a marketing mix in specialized media that allows a high segmentation and the communication of the social purpose of the product in order to raise awareness of childhood malnutrition and reinforce the position of a socially responsible product. Finally, it is a financially viable project, since it generates an NVP of S/ 575,607 from 2018 to 2022, which will benefit 609 children affected with malnutrition in La Union, a province located in the city of Arequipa
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