Plan de Marketing, Estrategia de marketing digital basada en un modelo e-commerce D2C con same-day delivery para la marca Lavie de Alicorp en Lima Metropolitana, para el Año 2026.

Abstract

Este proyecto nació de un problema concreto: comprar alimentos por internet, todavía genera dudas en algunos consumidores de Lima Metropolitana. Durante las entrevistas encontramos dos preocupaciones que se repetían: no saber con certeza cuando llegara el pedido y no tener una persona que responda cuando exista un problema. A partir de estos hallazgos nos planteamos un canal de venta directa de productos Lavie, pensado para facilitar las compras del hogar. Aunque el consumo de pastas mantiene un crecimiento sostenido y continúa siendo un producto esencial dentro de la canasta familiar...This project began with a recurring concern identified during our research in Lima Metropolitana: buying groceries online can save time, but some consumers still hesitate because they are unsure about delivery times and what will happen if there is a problem with their order. These concerns were also mentioned during the interviews conducted as part of the empathy and validation stages. Based on these findings, we developed a direct-to-consumer sales proposal for Lavie pasta. The idea is to give customers a simple way to place an order from their phones and receive it on the same day. The proposal focuses on three practical aspects: same-day delivery, familiar payment options such as Yape, and direct customer support through WhatsApp...