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 pla...