Planeamiento de marketing para el desarrollo de una línea de productos de tratamiento corporal con insumos del VRAEM para la marca Ésika
Date
2017-07-17
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
En el Perú, el mercado de cremas humectantes-nutritivas y de manos representa el
56.7% de la categoría de tratamiento corporal, y su demanda se encuentra en crecimiento
sobre todo en el canal de venta directa. Se observa, además, que las tendencias de consumo
privilegian a los productos naturales y que, sin embargo, el lanzamiento de los mismos en la
categoría ha decrecido ligeramente. Es en este marco que el presente plan de márketing ha
detectado la oportunidad de capitalizar esta tendencia global valiéndose de conceptos como
naturaleza, insumos milenarios y misticismo a través del desarrollo de una nueva línea de
tratamiento corporal en el portafolio de la marca Ésika, en la que se apela a valores como
bienestar integral y responsabilidad social.
Con respecto a esto último, cabe resaltar que una de las principales razones de ser del
desarrollo de la línea Origen se sustenta en su propósito social, pues se busca sostener un
proyecto que a través de la imagen de Ésika pueda beneficiar al Colegio Aldea Beato Niño
Junípero Serra, institución educativa de la zona del VRAEM que alberga a un importante
número de población infantil en riesgo, e incentivar el desarrollo de actividades de
autosostenibilidad.
De esta manera y tomando en cuenta la demanda creciente de muchos de los cultivos
oriundos del Perú, gracias a sus propiedades reconocidas a nivel mundial, es que se eligen
cuatro combinaciones para la elaboración de la línea de tratamiento corporal Origen, cuyo
concepto se materializa en el tagline “Naturaleza milenaria peruana en tu piel”. Tanto la
elección del nombre como la del tagline han sido validadas en la investigación de mercado
realizada en el grupo objetivo con 71.3% y 38.7% de aprobación, respectivamente. Este
proyecto representa una innovación en cuanto al concepto y a las vías de comunicación al
consumidor, e implica la primera campaña 100% digital para un tratamiento corporal de
Ésika. Se busca de esta forma acercarse mucho más a los intereses y tendencias de la
consumidora final y generar una propuesta de valor que beneficie la percepción calidadprecio.
El presente plan de márketing pretende posicionar a Origen entre el top of mind del
consumidor de tratamiento corporal y destinar un promedio del 8.05% de las ventas a la
autosostenibilidad del Colegio Aldea Niño Beato Junípero Serra ubicado en Mazamari, Junín,
en el periodo 2018-2022. Considerando esto, se genera un VAN de S/ 3’120,639.21 en este
mismo periodo que sustente la viabilidad del proyecto
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
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
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Keywords
Cosméticos -- Industria y comercio -- Perú
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