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Lean Startup in a Commercial Management Model Based on Digital Marketing to Increase Sales in Companies of the Health Food Industry

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Authors
Lazo-Durand, Rafaela
Rojas-Garcia, Jose
Torres-Sifuentes, Carlos
Raymundo, Carlos
Issue Date
2021-01-01
Keywords
Digital marketing
Lean startup
Nuts
Project management
Commerce
Dairies
Marketing
Nutrition
Oils and fats
Project management
Sugar manufacture
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Metadata
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Journal
Smart Innovation, Systems and Technologies
URI
http://hdl.handle.net/10757/653802
DOI
10.1007/978-3-030-57548-9_34
Additional Links
https://www.scopus.com/record/display.uri?eid=2-s2.0-85098142885&doi=10.1007%2f978-3-030-57548-9_34&origin=inward&txGid=51480d832ff7a21918923eb4a89aa170
Abstract
In 2018, the Ministry of Health of Peru reported that more than 50% of the Peruvian population suffers from obesity. In total, 40% of the people affected by this disease are in the metropolitan area of Lima. Moreover, a report by the newspaper Gestión states that, on average, each Peruvian citizen consumes 52 kg of ultra-processed food per year. These alarming figures show that a change in the lifestyle of the citizens of Lima is necessary. It is imperative to increase peoples’ awareness of the importance of leading a healthy lifestyle, which in turn means improving eating habits and exercising. Given the increase of people with health problems caused by poor nutrition, the manufacture of health products, such as nut butter, must be natural, without added sugar, hydrogenated oils, added chemicals, or preservatives. Nuts belong to the group of energy foods and eating them provides great health benefits and helps fight obesity. They are a source rich in proteins and healthy fat, provide energy, and contain vitamins and antioxidants, among other benefits. They are also suitable for vegetarians, vegan, celiac, and diabetic people. Therefore, the manufacture and sale of handmade nut butter is a business opportunity in Lima. To prove this, the lean startup methodology was used, and through the development of viable minimum products, the viability of the project was evidenced. The project management bases of the Project Management Institute (PMI) are used as guidelines to develop the project, and digital marketing tools are applied to make the products known to the target market.
Type
Other
Description
El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado.
ISSN
21903018
EISSN
21903026
ae974a485f413a2113503eed53cd6c53
10.1007/978-3-030-57548-9_34
Scopus Count
Collections
Ingeniería de Gestión Empresarial

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