Estrategia de lanzamiento de una bebida energizante peruana endulzada con extracto natural de yacón: Boom Power

• Autores: Ayzcorbe Rojas, Ximena Alejandra, García del Portal, Renato
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/18618
• Enlace del recurso: https://hdl.handle.net/20.500.12724/18618
• Nivel de acceso: acceso abierto
• Materia: Bebidas energéticas; Campañas publicitarias; Energy drinks; Advertising campaigns; https://purl.org/pe-repo/ocde/ford#5.08.00

Energy drinks have a history of over a century, but it is since the 1980s that they began to gain popularity, and in the Peruvian case, since the arrival of Red Bull in 2002. It is usually consumed for the ability provided to improve physical and mental performance in situations of exhaustion and fatigue. However, its adverse effects have also been studied, with the main focus being excess caffeine in the body and the high amounts of artificial sugars used in its preparation. The purpose of this paper is to communicate a healthier alternative in the category of energy drinks, introducing to the market a drink with similar characteristics that is sweetened with yacon, a type of sugar that the body does not metabolize. To achieve this, an analysis of the market and the category have been studied, and an investigation of the target market through surveys, focus groups and interviews with professionals in the sector have been carried out. This led to the preparation of a brand book, communication strategy, creativity and media plan for the successful product launch of Boom Power.