Bibliographic citations
Chávarry, G., Bravo, M., Salcedo, K., Martínez, G., Rivera, C. (2022). Plan de lanzamiento y estrategia publicitaria para el nuevo yogurt de MOLITALIA S.A. en el mercado peruano [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/21362
Chávarry, G., Bravo, M., Salcedo, K., Martínez, G., Rivera, C. Plan de lanzamiento y estrategia publicitaria para el nuevo yogurt de MOLITALIA S.A. en el mercado peruano []. PE: Pontificia Universidad Católica del Perú; 2022. http://hdl.handle.net/20.500.12404/21362
@misc{sunedu/3072618,
title = "Plan de lanzamiento y estrategia publicitaria para el nuevo yogurt de MOLITALIA S.A. en el mercado peruano",
author = "Rivera García, Camila Alexandra",
publisher = "Pontificia Universidad Católica del Perú",
year = "2022"
}
Molitalia S.A. is a company focused on the mass consumption sector in the Peruvian market; it also has different sub-brands that cover a great diversity of consumer audiences. For this specific case, the development of a new yogurt proposal for the aforementioned company is presented -in principle-, which must belong to and be part of one of the following existing brands in the portfolio of Molitalia SA: Ambrosoli, Costa, Tres Ositos, Funny and Molitalia. In regard, the main objective of this research work is to be able to find the appropriate sub-brand to carry out a product launch within the yogurt category in the Peruvian market, as well as the most optimal target audience for it. To do this, we use a mixed methodology (qualitative and quantitative) that allows us to learn more about potential consumers and the sub-brands of Molitalia SA, in such a way that, ultimately, the planning and deployment of a communication campaign advertising for said new product can be continued; also establishing an adequate positioning strategy, creative proposal and media outreach campaign.
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