Browsing by Author "Lagos-Villalba, Leidy Sofia"

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Estrategia de marketing para el lanzamiento del producto Prims Tea en el sector de bebidas de té en el mercado bogotano
Martínez-Carabali, Brando Yesid; Lagos-Villalba, Leidy Sofia; Suarez-Rache, José Julian
The launch of Prims Tea in the Bogota market aims to offer a healthy alternative to harmful beverages while contributing to environmental protection under the guidelines of Green Marketing. The product seeks to differentiate itself through its biodegradable packaging: mini pyramids of aromatic tea in three flavors, wrapped in purified seaweed sheets that preserve the natural essence of the tea. Prims Tea will be available in individual and family sizes, designed to facilitate preparation and respond to the real needs of its target audience. The launch strategy aims not only to position the brand nationally, but also to project it into international markets. To this end, it will be key to recognize the company's strengths and weaknesses in a competitive environment influenced by brands with a long history. One of the main objectives is to achieve sustained sales growth during the first three quarters after launch. This will depend largely on adequate positioning in the minds of consumers through targeted digital campaigns on social media, leveraging ATL communication channels to generate impact and recall. Likewise, the value proposition includes an innovative, visual structure that reinforces the sustainable and attractive concept of the product, generating interest not only among end consumers, but also among investors, entrepreneurs, and retailers responsible for small-scale marketing. In this way, Prims Tea seeks to consolidate itself as an innovative, competitive brand with international projection.