Modelo ProLab: Caofit, una propuesta de bebida saludable y refrescante a base de cascarilla de cacao
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Fecha
2024-09-12
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Pontificia Universidad Católica del Perú
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Resumen
El proyecto que desarrollaremos se enfoca en la elaboración y comercialización de
una bebida natural a base de cascarilla de cacao, insumo con gran aporte nutricional a la
salud. En la actualidad el país viene pasando por una crisis sanitaria debido al virus Covid-19.
El nuevo emprendimiento Caofit presentado en esta tesis, tomará la crisis de salud como
oportunidad, ya que se ha comprobado que la población peruana está direccionando su
consumo a productos naturales y con aporte para la salud, también debido a que la población
en general considera que estos productos mejorarán su salud y existe en el país un 14% de
aprobación al consumo de bebidas naturales y con una tendencia al incremento.
Según el estudio de mercado realizado mediante entrevistas y encuestas, se pudo
llegar a la conclusión que el rango de edad que en su mayoría consumiría Caofit se encuentra
entre 20 a 55 años y segmentado en un nivel socioeconómico A y B, mayormente ubicados
en los distritos de Lima Moderna. Como lanzamiento del producto se utilizarán estrategias de
marketing aprendidas en el programa del MBA; por otro lado, se tiene el factor diferenciador
que no hay bebidas iguales en el mercado y brindando al mercado la oportunidad de acceder a
una bebida refrescante, con sabor único y con alto aporte nutricional a la salud.
El proyecto tendrá un horizonte de 5 años, donde se revisaron los impactos de llevar
a cabo el proceso y comercialización del producto, así como el análisis económico y
financiero para constatar la rentabilidad del producto y llevar a cabo el negocio. Generando
impactos positivos contribuyendo con las que se sustenta en la ODS 12 y ODS8, en la que se
busca promover el crecimiento económico, con un VAN de S/. 7,238,184.28 y una tasa de
descuento 13.8%.
Y la rentabilidad social cuyo VAN Social asciende a S/3,092,578.02 y una tasa de
descuento social (TSD) de 8%, lo cual indicaría que además de ser financieramente viable,
también responsable y sostenible, tanto ambiental como socialmente.
The project focuses on the production and commercialization of a natural beverage made from cocoa husk, an ingredient with significant nutritional benefits for health. Currently, the country is experiencing a health crisis due to the Covid-19 virus. The new venture, Caofit, presented in this thesis, will leverage the health crisis as an opportunity, given that it has been proven that the Peruvian population is shifting towards the consumption of natural products that contribute to health. This trend is also influenced by the belief among the general population that such products will improve their health. There is a 14% approval rate for the consumption of natural beverages in the country, with a growing trend. According to the market study conducted through interviews and surveys, it was concluded that the age group most likely to consume Caofit is between 20 and 55 years old, primarily within the A and B socioeconomic levels, mostly located in the districts of Lima Moderna. The product will be launched using marketing strategies learned in the MBA program. Additionally, the project benefits from a unique selling point as there are no similar beverages in the market, providing consumers with the opportunity to access a refreshing drink with a unique flavor and high nutritional value. The project has a 5-year horizon, during which the impacts of the production and commercialization process were assessed. Economic and financial analyses were conducted to ensure the profitability of the product and the success of the business. The project is expected to generate positive impacts, contributing to the Sustainable Development Goals (SDGs) 12 and 8, promoting economic growth. The Net Present Value (NPV) is S/. 7,238,184.28 with a discount rate of 13.8%. The social profitability, with a Social NPV of S/3,092,578.02 and a Social Discount Rate (SDR) of 8%, indicates that the project is not only financially viable but also socially and environmentally responsible and sustainable.
The project focuses on the production and commercialization of a natural beverage made from cocoa husk, an ingredient with significant nutritional benefits for health. Currently, the country is experiencing a health crisis due to the Covid-19 virus. The new venture, Caofit, presented in this thesis, will leverage the health crisis as an opportunity, given that it has been proven that the Peruvian population is shifting towards the consumption of natural products that contribute to health. This trend is also influenced by the belief among the general population that such products will improve their health. There is a 14% approval rate for the consumption of natural beverages in the country, with a growing trend. According to the market study conducted through interviews and surveys, it was concluded that the age group most likely to consume Caofit is between 20 and 55 years old, primarily within the A and B socioeconomic levels, mostly located in the districts of Lima Moderna. The product will be launched using marketing strategies learned in the MBA program. Additionally, the project benefits from a unique selling point as there are no similar beverages in the market, providing consumers with the opportunity to access a refreshing drink with a unique flavor and high nutritional value. The project has a 5-year horizon, during which the impacts of the production and commercialization process were assessed. Economic and financial analyses were conducted to ensure the profitability of the product and the success of the business. The project is expected to generate positive impacts, contributing to the Sustainable Development Goals (SDGs) 12 and 8, promoting economic growth. The Net Present Value (NPV) is S/. 7,238,184.28 with a discount rate of 13.8%. The social profitability, with a Social NPV of S/3,092,578.02 and a Social Discount Rate (SDR) of 8%, indicates that the project is not only financially viable but also socially and environmentally responsible and sustainable.
Descripción
Palabras clave
Bebidas--Planeamiento estratégico, Bebidas--Industria y comercio--Perú
Citación
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