Bibliographic citations
Carbonel, M., Ríos, N., Taborga, M., Victorero, N. (2017). Plan estratégico de marketing de nueva línea de jugos premium para the Coca-Cola Company [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9084
Carbonel, M., Ríos, N., Taborga, M., Victorero, N. Plan estratégico de marketing de nueva línea de jugos premium para the Coca-Cola Company []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9084
@mastersthesis{sunedu/2666501,
title = "Plan estratégico de marketing de nueva línea de jugos premium para the Coca-Cola Company",
author = "Victorero, Natalia",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
Healthy eating behavior is changing society's consumption patterns. Consumers are choosing low-fat and are avoiding non-preservatives or other health-damaging components. The juice category is no exception to this. According to global, regional and local trends, there’s an opportunity to add a Premium Ready-to-Drink (RTD) juice to the product portfolio of The Coca-Cola Company in Metropolitan Lima. This Strategic Marketing Plan aims to incorporate this new category, and by doing so achieve a positive economic and social impact. The proposal of the new product portfolio is based on the motivations of consumers who seek in the category (a) essential nutrition, (b) functional nutrition to quench hunger, and (c) functional nutrition that activates. Based on these motivations and the perceived value of each of the products, the price has been determined. Likewise go-to-market strategies have been proposed with different distribution channels and appropriate media messages to most effectively impact the target audience. It should be noted that each of the presented product concepts was well accepted by the respondents with a high purchasing predisposition. Similarly, it should be emphasized that this Strategic Marketing Plan will have a positive social impact on the VRAEM through both public interest community and suppliers. On the other hand, recycling of the bottles will clearly contribute to the environment. Finally, after the financial evaluation, the project is defined as viable, generating a NPV of S /. S/.1’610,078 over a five-year period with a ROI of 29%.
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