Estrategia de marketing para posicionar la marca Cool Tea en el mercado de té listos para consumir en la ciudad de Bogotá

Abstract

AJE Colombia is a multinational company of Peruvian origin that ventures into the ready-todrink tea category with its Cool Tea brand, which has not had a notable growth since its penetration in this market, due to its reduced marketing budget and followed by large competitors, who have monopolized this industry, this situation has forced the company to design marketing strategies to increase market share in this brand, through tactical plans aimed at its two types of customers: the first one "shopkeepers," and the second one, the consumer. In this way, creating the appropriate synergy between the different resources that are proposed in this improvement plan, will result an increase in participation and hence promote gradual growth, giving the product a significant status in the city of Bogotá.