Campaña de lanzamiento para RTD Empila

• Autores: Merino Escuza, Alejandra, Merino Escuza, Camila
• Formato: tesis de grado
• Fecha de Publicación: 2025
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/23026
• Enlace del recurso: https://hdl.handle.net/20.500.12724/23026
• Nivel de acceso: acceso abierto
• Materia: Pendiente; https://purl.org/pe-repo/ocde/ford#5.08.00

This case presentation aims to develop the launch strategy for Empila, a new ready-to drink (RTD) alcoholic beverage from the company Bebidas del Perú. The product, scheduled to launch in October 2025, comes in a 500 ml can with 8% alcohol content, made from Andean vodka and purple corn liqueur. It will be available in five natural flavored varieties. Peru’s RTD market shows strong growth: as of the end of 2023, it increased by 11% in volume (17 million liters), with an expected annual growth rate of 15.4% through 2028, reaching an estimated market value of PEN 904.9 million. The market is currently led by brands such as Four Loko, Mike’s Hard Lemonade, and Piscano, with a notable rise in local production and a shift in consumer preference toward authentic and accessible products. Empila aims to position itself as a locally inspired, refreshing, and natural beverage targeted at young adults aged 23 to 29 (socioeconomic levels B and C), who value local identity and social connection. Distribution will be exclusively through indirect channels in Lima, Arequipa, Chiclayo, Trujillo, and Cusco. The proposal includes an analysis of the competitive landscape, a detailed segmentation of the target audience, the development of a buyer persona, identification of consumer insights, and the definition of brand positioning. Additionally, it presents a comprehensive visual identity and launch campaign, supported by a media plan designed to achieve 50% brand recall and capture 8% of an estimated market of 500,000 active consumers by the end of 2025.