Plan estratégico de marketing de nueva línea de jugos premium para the Coca-Cola Company

La alimentación saludable está cambiando los patrones de consumo de la sociedad, los consumidores están eligiendo productos bajos en grasas, sin preservantes u otros componentes dañinos a la salud. La categoría de jugos no es ajena a esta realidad, de acuerdo a las tendencias globales, regionales y locales, se ha evaluado la posibilidad de incorporar un jugo Premium RTD (100% jugo listo para consumir) al portafolio de The Coca-Cola Company en Lima Metropolitana. El presente Plan de Marketing Estratégico, tiene como objetivo la incorporación de esta nueva categoría y con ello, lograr un impacto económico y social. El portafolio de productos se basa en las motivaciones del segmento de mercado escogido, quienes buscan en la categoría: (a) nutrición esencial, (b) nutrición funcional para saciar el hambre y (c) nutrición funcional que activa. A partir de estas motivaciones se ha determinado el precio en base al valor percibido de cada uno de los productos. Asimismo, se han planteado estrategias de distribución en diversos canales; y desarrollado los mensajes para los medios de comunicación idóneos que impacten al público objetivo. Cabe resaltar que cada uno de los conceptos de los productos presentados tuvieron aceptación en los encuestados; así como, una alta predisposición de compra. Asimismo, cabe resaltar que el presente Plan Estratégico de Marketing tendrá un impacto social en el VRAEM, a través de los públicos de interés de comunidad y de proveedores. Por otro lado, el reciclaje de las botellas contribuirá con un impacto positivo en el medio ambiente. Finalmente, después de realizada la evaluación financiera, se define que el proyecto es viable pues genera un VAN de S/.1’610,078 en el periodo de cinco años, impactando adicionalmente con un ROI de 29%Healthy eating behavior is changing society's consumption patterns. Consumers are choosing low-fat and are avoiding non-preservatives or other health-damaging components. The juice category is no exception to this. According to global, regional and local trends, there’s an opportunity to add a Premium Ready-to-Drink (RTD) juice to the product portfolio of The Coca-Cola Company in Metropolitan Lima. This Strategic Marketing Plan aims to incorporate this new category, and by doing so achieve a positive economic and social impact. The proposal of the new product portfolio is based on the motivations of consumers who seek in the category (a) essential nutrition, (b) functional nutrition to quench hunger, and (c) functional nutrition that activates. Based on these motivations and the perceived value of each of the products, the price has been determined. Likewise go-to-market strategies have been proposed with different distribution channels and appropriate media messages to most effectively impact the target audience. It should be noted that each of the presented product concepts was well accepted by the respondents with a high purchasing predisposition. Similarly, it should be emphasized that this Strategic Marketing Plan will have a positive social impact on the VRAEM through both public interest community and suppliers. On the other hand, recycling of the bottles will clearly contribute to the environment. Finally, after the financial evaluation, the project is defined as viable, generating a NPV of S /. S/.1’610,078 over a five-year period with a ROI of 29%.Tesi

Mesenchymal Stem Cells in Early Entry of Breast Cancer into Bone Marrow

BACKGROUND: An understanding of BC cell (BCC) entry into bone marrow (BM) at low tumor burden is limited when compared to highly metastatic events during heavy tumor burden. BCCs can achieve quiescence, without interfering with hematopoiesis. This occurs partly through the generation of gap junctions with BM stroma, located close to the endosteum. These events are partly mediated by the evolutionary conserved gene, Tac1. METHODOLOGY/PRINCIPAL FINDINGS: This study focuses on the role of mesenchymal stem cells (MSCs), Tac1, SDF-1 and CXCR4 in BCC entry into BM. The model is established in studies with low numbers of tumor cells, and focuses on cancer cells with low metastatic and invasion potential. This allowed us to recapitulate early event, and to study cancer cells with low invasive potential, even when they are part of larger numbers of highly metastatic cells. A novel migration assay showed a facilitating role of MSCs in BCC migration across BM endothelial cells. siRNA and ectopic expression studies showed a central role for Tac1 and secondary roles for SDF-1alpha and CXCR4. We also observed differences in the mechanisms between low invasive and highly metastatic cells. The in vitro studies were verified in xenogeneic mouse models that showed a preference for low invasive BCCs to BM, but comparable movement to lung and BM by highly metastatic BCCs. The expressions of Tac1 and production of SDF-1alpha were verified in primary BCCs from paired samples of BM aspirates and peripheral blood. CONCLUSIONS/SIGNIFICANCE: MSC facilitate BCC entry into BM, partly through Tac1-mediated regulation of SDF-1alpha and CXCR4. We propose a particular population of BCC with preference for BM could be isolated for characterization. This population might be the subset that enter BM at an early time period, and could be responsible for cancer resurgence and resistance to current therapies