Plan de marketing para una heladería artesanal

• Autores: Aguilar Saavedra, Alex Enrique, Alva Iriarte, Diego Alonso, Barrantes Zapata, Jair Enrique
• Formato: tesis de maestría
• Fecha de Publicación: 2025
• Institución: Universidad del Pacífico
• Repositorio: UP-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.up.edu.pe:11354/5739
• Enlace del recurso: https://hdl.handle.net/11354/5739
• Nivel de acceso: acceso abierto
• Materia: Marketing--Planificación; Helados artesanales; Marketing; https://purl.org/pe-repo/ocde/ford#5.02.04

The dissertation Marketing Plan for an Artisanal Ice Cream Shop presents a detailed analysis of the Peruvian ice cream market, emphasizing the growth and potential of differentiated products in an expanding sector. The research focuses on the creation of the “Heladería +51”, a proposal that rescues traditional flavors of Peruvian desserts, such as suspiro a la limeña and mazamorra morada, and transforms them into artisanal ice creams. The project identifies the opportunity to capture a niche of consumers interested in authentic, high-quality experiences, who value local and artisanal products. The study includes PESTEL analysis, market research and a competitive diagnosis, concluding that, despite the economic and logistical challenges, the context is favorable for an artisanal ice cream shop with cultural identity. With digital marketing strategies and strategic alliances, the plan includes loyalty tactics and positioning on social networks to strengthen the connection with customers. In addition, the proposal includes a focus on sustainability and quality, differentiating itself through a brand that promotes Peruvianness. The work concludes that, with effective implementation, “Heladería +51” could not only attract local consumers, but also become a cultural and gastronomic reference in the artisanal ice cream market in Peru.