Plan de marketing: desarrollo y lanzamiento de la marca Burdog – Nutrición especializada para perros

El presente trabajo es un plan de marketing para la marca Burdog de la empresa Nutripet S.A.C. la cual comercializa alimento congelado para mascotas basado en una dieta BARF, elaboradas específicamente para contribuir a la prevención de 3 de las enfermedades más comunes en las mascotas; las falta de calcio, las alergias y diabetes. Diversos veterinarios recomiendan las dietas BARF ya que son una alternativa de alimentación cruda y natural, la cual brinda beneficios para el buen funcionamiento del organismo de las mascotas, además ayuda a la prevención de enfermedades ya que esta alimentación está libre de químicos y sabores artificiales que puedan generar un desbalance en la salud de la mascota. La marca Burdog ingresará al mercado peruano con una estrategia de desarrollo de producto, ofreciendo un producto innovador. Durante los primeros 5 años centrará sus esfuerzos en atender un mercado objetivo de nivel socioeconómico A y B de la zona 7 de Lima Metropolitana; después de hacer realizar diversos estudios de índole cualitativa como cuantitativa la marca determinó una demanda anual de 715,968 unidades. Para atender esta demanda, la empresa determinó como punto de venta el canal indirecto con veterinarias y tiendas especializadas y el directo a través de redes sociales y su página web propia. La marca proyecta un alcance de marketing del 60% implementando comunicación tanto en los puntos de venta como publicidad pagada en sus redes sociales. Con el presente trabajo, se buscó desarrollar un plan de desarrollo y lanzamiento para la marca Burdog, el cual permita posicionarla como líder del mercado de comida para perros congelada y especializada. Para evaluar la rentabilidad del emprendimiento se analizó los resultados del VAN (S/ 11,121,651) y el TIR (3,911%) con los cuales se determinó la sostenibilidad de la marca para poder desarrollar planes de crecimiento y expansión en un mediano y largo plazo.This present investigation is a marketing plan for the Burdog brand of the company Nutripet S.A.C., which sells frozen pet food based on a BARF diet, specifically designed to contribute to the prevention of three of the most common diseases in pets; lack of calcium, allergies and diabetes. Many veterinarians recommend BARF diets as the best alternative of raw and natural food, which provides benefits for the proper functioning of the body of pets, also helps prevent diseases because this food is free of chemicals and artificial flavors that can generate an imbalance in the health of the pet. The Burdog brand will enter in the Peruvian market with a product development strategy, offering an innovative product. During the first 5 years it will focus on serving a target market of socioeconomic level A and B in zone 7 of Lima Metropolitana. After conducting various qualitative and quantitative studies, the brand determined an annual demand of 715,968 units. To meet this demand, the company determined as a point of sale the indirect channel with veterinaries and specialized stores and the direct channel through social networks and its own website. The brand projects a marketing reach of 60% by implementing communication both at points of sale and paid advertising on its social networks. The present investigation was made to develop a launching and market development plan for the Burdog brand, which aspire to be recognized as a leader in the frozen and specialized dog food market. To evaluate the profitability of the venture, the results of the NPV (S/ 11,121,651) and the IRR (3,911%) were analyzed to determine the sustainability of the brand in order to develop growth and expansion plans in the medium and long term

A case of canine intestinal malakoplakia

Malakoplakia is a rare chronic granulomatous disease usually affecting the urinary bladder and other locations. In humans, the gastrointestinal tract is the second most common location but there are no reports of intestinal malakoplakia in animals. A 10-month-old female French Bulldog was presented with chronic haemorrhagic diarrhoea and anorexia with normochromic-normocytic anaemia and hypoalbuminaemia. Grossly, there was mucosal thickening and ulceration of the caecum, colon and rectum. Microscopically, transmural sheets of foamy macrophages were seen in these tissues. Macrophages were periodic acid–Schiff, vimentin and ionized calcium-binding adaptor molecule 1 positive and contained von Kossa- and Prussian blue-positive Michaelis–Gutmann bodies. Giemsa staining revealed rod-shaped bacterial colonies and fluorescence in-situ hybridization demonstrated Escherichia coli within macrophages. This is the first reported case of intestinal malakoplakia in domestic animals. Pathological features of intestinal malakoplakia share many similarities with ulcerative histiocytic colitis in dogs but it is unclear if they are different forms of the same pathological process or distinct entities

Nodular pyogranulomatous panniculitis due to Leishmania infantum infection in a domestic ferret (Mustela putorius furo)

Leishmaniosis is a vector-borne disease caused by different Leishmania species and transmitted by phlebotomine sand flies under natural conditions in Europe. Scientific information related to Leishmania infantum in dogs is extensive, where less information is available in cats and other companion animals. Recently, first clinical cases of L.infantum infection in domestic ferrrets (Mustela putorius furo) have been described. However, clinical information on leishmaniosis in this species is limited A 15-month-old male neutered domestic ferret was presented with chronic weight loss and the presence of coalescent, erythematous and firm subcutaneous nodules in the ventral abdominal subcutis. A fine-needle aspiration of these nodules was performed and the cytological examination revealed a granulomatous inflammation with the presence of macrophages contained a number of oval organisms with an eccentric nucleus and pale cytoplasm, compatible with Leishmania spp. amastigotes compatible with Leishmania spp. amastigotes. The nodules were surgically excised and histological examination showed a severe multifocal pyogranulomatous panniculitis. Specific immunohistochemistry and qPCR for L. infantum from excised nodules were positive. Additionally, L. infantum was cultured and isolated from the nodules by a fine-needle aspiration. An in-house Western Blot test for L. infantum was performed in serum sample and a positive result was obtained. This is the first reported case of nodular pyogranulomatous panniculitis due to L. infantum infection in a domestic ferret. Further studies are necessary to determine the relevance of domestic ferrets in the transmission of leishmaniosis. The description of new clinical forms of the disease is important as it can assist veterinarians in identifying these new clinical presentations

Does nutritional status influence the effects of a multicomponent exercise programme on body composition and physical fitness in older adults with limited physical function?

Physical exercise effects and ageing on fitness may be influenced by nutritional status. This study investigates the effects of a 6-month multicomponent exercise training (MCT) on nutritional status and evaluates if this type of exercise could affect differently body composition and physical fitness depending on the nutritional status of older adults with decreased functional capacity. Ninety-three participants (80.4 ± 6.0 y) were divided into control (n = 45) and intervention (n = 48) groups. The intervention consisted of a 6-month multicomponent training. Comparisons between changes in body composition and fitness during the 6-months were performed between individuals at risk of malnutrition and those well-nourished, according to the Mini Nutritional Assessment. Model mixed-effect analyses were used to investigate differences after the 6 months of MCT between groups. Well-nourished participants compared with those at risk of malnutrition had higher: arm (13.4 ± 3.5 vs 14.3 ± 33.6 repetitions) and leg strength (9.0 ± 3.0 vs 11.1 ± 3.3 repetitions), maximum walking speed (31.6 ± 13.1 vs 23.7 ± 6.3s), agility (11.9 ± 5.8 vs 8.3 ± 2.1s), and aerobic capacity (31.6 ± 13.1 vs 23.7 ± 6.3 m), at baseline. After the training, those without risk of malnutrition in CON decreased their nutritional status (-1.7 + 0.7 points). Those well-nourished that performed the intervention decreased total fat mass (-1.0 ± 0.3 kg) and body fat percentage (-1.2 ± 0.4%). Both groups of training improved similarly in all tests, except for balance, in which the well-nourished showed improvements of 6.3 ± 1.9s. These results underline the usefulness of MCT in improving physical fitness regardless of nutritional status and preventing nutritional status detriment in well-nourished older adults, who are fitter and benefit more, in terms of body composition. Trial registration:ClinicalTrials.gov identifier: NCT03831841. Highlights Multicomponent exercise programme seems to be effective in delaying detriments in the nutritional status of well-nourished people. Well-nourished older people obtain more benefits in body composition from the multicomponent exercise than those at risk of malnutrition, decreasing adiposity. The positive effect of multicomponent exercise was observed in physical fitness independently of nutritional status

Role of Dietary Intake and Serum 25(OH)D on the Effects of a Multicomponent Exercise Program on Bone Mass and Structure of Frail and Pre-Frail Older Adults

The multicomponent training (MCT) effect on bone health in frail and pre-frail elders, which is influenced by dietary intake, is still unknown. The objective of this non-randomized intervention trial was to assess the effects of a 6-month MCT on bone structure in frail and pre-frail elders, and to analyse the influence of dietary intake and serum vitamin D (25(OH)D) in these changes. Thirty MCT (TRAIN) and sixteen controls (CON), frail and pre-frail completed the information required for this study. Peripheral quantitative computed tomography measurements were taken at 4% and 38% of the tibia length and dietary intake was registered. The 25(OH)D values were obtained from blood samples. Analyses of covariance (ANCOVA) for repeated measures showed significant decreases for CON in total bone mineral content at 38% of tibia length. One factor ANOVAs showed smaller decreases in bone mineral density and cortical thickness percentage of change in TRAIN compared to CON. Linear regression analyses were performed to study the influence of nutrients and 25(OH)D on bone changes. Alcohol showed a negative influence on fracture index changes, while polyunsaturated fatty acid and vitamin A showed a positive association with some bone variables. The 25(OH)D only affected positively the cortical bone mineral density. In conclusion, our MCT seems to slow down some of the bone detriments associated with ageing in frail and pre-frail older adults, with alcohol showing a negative effect on the bone and apparent limited effect of nutrients and serum 25(OH)D on training related changes

Prevalence of Metabolic Syndrome and Association with Physical Activity and Frailty Status in Spanish Older Adults with Decreased Functional Capacity: A Cross-Sectional Study

Metabolic syndrome (MetS) is a cluster of medical conditions associated with several health disorders. MetS and frailty can be related to prolonged physical deconditioning. There is a need to know whether there is concordance between the different ways of diagnosing it and to know their prevalence in Spanish older adults. Thus, the aims of this study were to describe the prevalence of MetS; to analyse the concordance between different definitions to diagnose MetS; and to study the associations between MetS, frailty status, and physical activity (PA) in older adults with decreased functional capacity. This report is a cross-sectional study involving 110 Spanish older adults of ages ≥65 years with decreased functional capacity. Clinical criteria to diagnose MetS was defined by different expert groups. Anthropometric measurements, blood biochemical analysis, frailty status, functional capacity, and PA were assessed. The Kappa statistic was used to determine the agreement between the five MetS definitions used. Student’s t-test and the Pearson chi-square test were used to examine differences between sex, frailty, and PA groups. The sex-adjusted prevalence of MetS assessed by the National Cholesterol Education Program—Third Adult Treatment Panel was 39.4% in men and 32.5% in women. The International Diabetes Federation and the Harmonized definitions had the best agreement (k = 1.000). The highest odds ratios (ORs) of cardiometabolic risk factors to develop MetS were elevated triglycerides (37.5) and reduced high-density lipoprotein cholesterol (27.3). Central obesity and hypertension prevalence were significantly higher in the non-active group (70.7% and 26.8%, respectively), compared to the active group (50.0% and 7.7%, respectively). Moreover, the active group (OR = 0.85, 95% CI = 0.35, 2.04) and active women group (OR = 0.77, 95% CI = 0.27, 2.20) appeared to show a lower risk of developing this syndrome. MetS is highly prevalent in this sample and changes according to the definition used. It seems that sex and frailty do not influence the development of MetS. However, PA appears to decrease central obesity, hypertension, and the risk of developing MetS

Effects of Multicomponent Training Followed by a Detraining Period on Frailty Level and Functional Capacity of Older Adults with or at Risk of Frailty: Results of 10-Month Quasi-Experimental Study

This study aimed: To analyze the effects of 6-month multicomponent training (MCT) and 4-month detraining on functional capacity and frailty among older adults with/at risk of frailty and to analyze the influence of frailty status on training and detraining adaptations. A total of 106 older adults (80.5 ± 6.0 years) were divided into a control (CON) or training group (TRAIN). The TRAIN performed a 6-month MCT (Eelder-fit), while CON continued their usual lifestyle. Functional capacity was assessed by the Short Physical Performance Battery (SPPB), while frailty was evaluated through Fried (FP) and the short version of the Frailty Trait Scale (FTS-5). Linear mixed models were performed to analyze group effects and to compare differences in changes within and between groups. TRAIN showed improvements in SPPB (3.2 ± 2.4), FP (−0.7 ± 1.3), and FTS-5 (−5.9 ± 5.8), whereas CON improved in SPPB (0.7 ± 2.9) and deteriorated in FTS-5 (2.8 ± 7.6) (all p < 0.05). Group effects favorable to TRAIN were found for all scales during this period (all p < 0.05). After detraining, TRAIN worsened in SPPB (−1.2 ± 2.7) and FTS-5 (4.1 ± 6.1) (both p < 0.05). No relevant differences were observed, accounting for frailty status between TRAIN subgroups. Eelder-fit improved the functional capacity and frailty of this population, whereas 4-months of detraining caused a drop of these variables except in FP

Effects of a multicomponent exercise program, a detraining period and dietary intake prediction of body composition of frail and pre-frail older adults from the exernet elder 3.0 study

The aging of humans is associated with body composition and function deterioration creating a burden on an individual level, but also on a societal one, resulting in an economic burden that is socially unsustainable. This study aimed to evaluate changes in body composition after a 6-month MCT (multicomponent training) and a 4-month detraining period, and to examine the possible influence of energy and macronutrient intake in these changes in frail and pre-frail older adults. A total of 43 participants from the training group (TRAIN) and 28 controls (CON) completed the study protocol. Body weight, body mass index (BMI), waist and hip circumferences, fat mass, fat free mass and fat mass percentage were recorded, with a bio-electrical impedance analyzer, at baseline, after 6 months and four months after finishing the MCT. A food frequency questionnaire was used to estimate energy intake. Mixed effect models did not show differences between groups. CON showed increases in hip circumference and waist (3.20 ± 1.41 and 3.06 ± 1.66 cm, respectively) during the first 6 months. TRAIN showed decreases in BMI (−0.29 ± 0.14), fat mass (−0.86 ± 0.38 kg), body fat percentage (−0.98 ± 0.36%) and increases in waist circumference (3.20 ± 1.41). After detraining, TRAIN group showed increases in fat mas (1.07 ± 0.30 kg), body fat percentage (1.43 ± 0.31%) and waist (3.92 ± 1.38 cm), and decreases in fat free mass (−0.90 ± 0.30 kg). CON group only showed an increase in body fat (1.32 ± 0.47%). Energy intake was negatively associated with hip circumference in the first six months and fat mass during detraining in CON. Energy intake showed positive associations with fat mass in TRAIN during detraining. Only carbohydrates were negatively related to detraining changes in fat free mass and BMI in CON. In conclusion, the MCT reduces adiposity of frail and pre-frail older people, leading to a maintenance of fat free mass. In addition, these interventions should not be stopped in this population in order to improve health sustainability

Associations between Daily Movement Distribution, Bone Structure, Falls, and Fractures in Older Adults: A Compositional Data Analysis Study

[EN] With aging, bone density is reduced, increasing the risk of suffering osteoporosis and fractures. Increasing physical activity (PA) may have preventive effects. However, until now, no studies have considered movement behaviors with compositional data or its association to bone mass and structure measured by peripheral computed tomography (pQCT). Thus, the aim of our study was to investigate these associations and to describe movement behavior distribution in older adults with previous falls and fractures and other related risk parameters, taking into account many nutritional and metabolic confounders. In the current study, 70 participants above 65 years old (51 females) from the city of Zaragoza were evaluated for the EXERNET-Elder 3.0 project. Bone mass and structure were assessed with pQCT, and PA patterns were objectively measured by accelerometry. Prevalence of fear of falling, risk of falling, and history of falls and fractures were asked through the questionnaire. Analyses were performed using a compositional data approach. Whole-movement distribution patterns were associated with cortical thickness. In regard to other movement behaviors, moderate-to-vigorous PA (MVPA) showed positive association with cortical thickness and total true bone mineral density (BMD) at 38% (all p < 0.05). In addition, less light PA (LPA) and MVPA were observed in those participants with previous fractures and fear of falling, whereas those at risk of falling and those with previous falls showed higher levels of PA. Our results showed positive associations between higher levels of MVPA and volumetric bone. The different movement patterns observed in the groups with a history of having suffered falls or fractures and other risk outcomes suggest that different exercise interventions should be designed in these populations in order to improve bone and prevent the risk of osteoporosis and subsequent fractures.S

Metastasis of renal clear-cell carcinoma to the oral mucosa, an atypical location

The majority of cases of metastatic tumors involve the mandible and some the maxilla but they are considerably less common in intraoral soft tissues. In addition, the primary tumor is known in the majority of cases; although in onethird of such cases, metastasis is the first clinical manifestation. The most common primary tumors metastasizing to the mouth are lung carcinoma in men and breast carcinoma in women. An oral metastasis implies a serious prognosis, as in the majority of patients there is multiple organ involvement at the time of diagnosis. We present the case of a 52-year old patient with renal pathology who came to the emergency room due to a rapidly increasing gingival tumor. With the provisional clinical diagnosis of a pyogenic granuloma,the tumor was excised. Subsequent anatomopathological analysis revealed a tumor metastasis compatible with clear-cell carcinoma, and its renal origin was confirmed by means of immunohistochemical techniques