Plan estratégico de marketing para incrementar el consumo de papa peruana
Date
2022-03-17
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Publisher
Pontificia Universidad Católica del Perú
Abstract
La papa peruana es un cultivo ancestral que además de tener un gran aporte
nutricional, ha permitido ser el sustento económico para muchas familias peruanas y ha
posicionado a Perú como el país que produce más variedades únicas en el mundo. A pesar de
ser un cultivo de orgullo nacional, existe un grave problema de percepción del producto, el
cual se refleja en niveles de consumo inferiores en ciertos segmentos del país.
La presente tesis busca ser una herramienta para ayudar a incrementar el consumo de
la papa peruana en los segmentos premium de Lima Metropolitana. De acuerdo a la
investigación realizada y las entrevistas con expertos, se determinó que existe una gran
oportunidad en los niveles socioeconómicos A y B, debido a que su consumo actual está por
debajo del promedio nacional. A través de esta tesis, se brindan las estrategias necesarias para
que cualquier organización o empresa que busque impulsar el consumo de este tubérculo,
pueda lograrlo a partir de un análisis del consumidor y del mercado, salvaguardando el rol del
agricultor como principal pilar de la cadena productiva.
Para incentivar el consumo de papa peruana en el segmento premium de Lima
Metropolitana, se propone desarrollar un Plan de Marketing Estratégico a cinco años
enfocado en la presentación del producto, comunicación al consumidor sobre sus variedades,
los usos y el valor nutricional. De esta manera, se logrará tener un consumidor más
informado, dispuesto a elegir este alimento frente a sus sustitutos, y dar mayor valor a la
comercialización de la papa peruana, para contribuir directamente en las familias agricultoras
y en el desarrollo del país.
The Peruvian potato is an ancestral tubercle that on top of having a great nutritional value, it has been the economical backbone for many families. Moreover, it has position Peru as the producer with the most unique varieties of potatoes in the world. In spite of being a harvest of national pride, a problem of perception lingers above the potato product, which is reflected in lower-than-expected levels of consumption in certain segments of the country. This thesis seeks to be a tool to help increase the consumption of Peruvian potatoes in premium segments of Metropolitan Lima. According to the research carried out and interviews with experts, it was determined that there is a great opportunity in socioeconomic levels A and B, because their current consumption is below than the national average. Through this thesis, the necessary strategies are provided so that any organization or company that seeks to promote the consumption of this tubercle, can achieve it from an analysis of the consumer and the market, safeguarding the role of the farmer as the main pillar of the chain productive. To encourage the consumption of Peruvian potatoes in the premium segment of Metropolitan Lima, it is proposed to develop a five-year Strategic Marketing Plan focused on the presentation of the product, communication to the consumer about its varieties, uses and nutritional value. In this way, it will be possible to have a more informed consumer, willing to choose this food over its substitutes, and give greater value to the commercialization of the Peruvian potato, to contribute directly to the farming families and the development of the country.
The Peruvian potato is an ancestral tubercle that on top of having a great nutritional value, it has been the economical backbone for many families. Moreover, it has position Peru as the producer with the most unique varieties of potatoes in the world. In spite of being a harvest of national pride, a problem of perception lingers above the potato product, which is reflected in lower-than-expected levels of consumption in certain segments of the country. This thesis seeks to be a tool to help increase the consumption of Peruvian potatoes in premium segments of Metropolitan Lima. According to the research carried out and interviews with experts, it was determined that there is a great opportunity in socioeconomic levels A and B, because their current consumption is below than the national average. Through this thesis, the necessary strategies are provided so that any organization or company that seeks to promote the consumption of this tubercle, can achieve it from an analysis of the consumer and the market, safeguarding the role of the farmer as the main pillar of the chain productive. To encourage the consumption of Peruvian potatoes in the premium segment of Metropolitan Lima, it is proposed to develop a five-year Strategic Marketing Plan focused on the presentation of the product, communication to the consumer about its varieties, uses and nutritional value. In this way, it will be possible to have a more informed consumer, willing to choose this food over its substitutes, and give greater value to the commercialization of the Peruvian potato, to contribute directly to the farming families and the development of the country.
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Keywords
Planificación estratégica, Papas (Tubérculos)--Industria y comercio--Perú, Comportamiento del consumidor--Perú--Lima Metropolitana
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