Students:

 Héctor Catagua
 Fabiola Marcillo
 Julissa Ascensio
 Emilio Elias
 Leonardo Carriel

Career: International Business

Subject: English II

Teacher: Alfredo Enrique Jimenez

Collaborative work
Part A:
Research: Information on Marketing Mix. Use a product/service to be analyzed.
(It can be something new or one that already exists in the market).
Research: The Target Market of the selected product.
Product: PACARI

Pacari History:
PACARI is a company that was born as a
venture between a married couple,
Santiago Peralta and Carla Barbotó. In
2002 they launched their company, which
was created to change and challenge the
mentality of society and the globalized
world, opening the way for small and
medium-sized companies to be
competitive in large international markets.

The word PACARI, in the Quechua language, means "NATURE". What has made the
brand and the product take nature as the main value to present itself strategically to the
world.
Marketing Strategies of Pacari:
The main features that stand out through advertising strategies of communication and
marketing of this brand are:
 Express to the market their respect for the raw material, cocoa.
 100% organic product through the coupling of biodynamic agriculture, making
it the only company with certified organic quality in Argentina.
 Quality and innovation, the company has been awarded both for the excellence
of its product in taste, smell, and production processes. It has also been exalted
for the innovation it presents both in flavors and in marketing strategies to make
itself known internationally.
 A very effective marketing strategy that PACARI has implemented to make
itself known worldwide has been to place its product on airlines that are heading
to distant places.
This strategy makes PACARI being recognized internationally as one of the best with
the support of the awards received at the International Chocolate Awards in the last
editions of them. This has led to PACARI being recognized internationally as one of the
best with the support of the awards received at the International Chocolate Awards in
the last editions of them.
Target market of Pacari:
The Target market of Pacari goes for men and women of 35 years, professionals, private
employees with good income who reside in Ecuador with a sophisticated lifestyle that
they like to try organic and new flavors
The Income level is $ 500 and up a month.
In 2008, Pacari began exporting and currently its chocolates are present in more than 40
markets around the world, including: Switzerland, Belgium, France, Italy, United Arab
Emirates, Russia, Colombia, Chile, Argentina, Peru, United States, Japan, China,
Canada, South Africa, Holland, among others. Pacari is on the shelves of large
supermarkets, gourmet stores and other points specializing in premium chocolate and
products for responsible consumers. In Spain, for example, Pacari is in El Corte Inglés,
in bio and organic stores, in Milan, in La Rinascente, in Mexico in City Market and La
Comer, and in prestigious retail conglomerates in Latin America such as Jumbo of
Cencosud.
In 2017 Pacari was recognized as 'B Corp Best for the World' by the B Lab Foundation.
With this certification, the brand was ranked among the Top 10 Best B Corporations for
the World, for its commitment as an agent of change.
The Pacari case was also studied by prestigious universities such as Harvard. It is now
part of the Harvard Business School repository in the United States.

Bibliography:
Guerrero, M. (2016, 17 junio). Plan de Marketing para Pacari. Prezi.Com.
https://prezi.com/ck42qdnazoho/plan-de-marketing-para-pacari/
PACARI, un caso de éxito ecuatoriano. (2020, 19 mayo). WEB FOCUS 2020.
https://www.focus.ec/post/pacari-un-caso-de-%C3%A9xito-ecuatoriano
Pacari. (2021, 15 noviembre). PACARI empieza contigo. https://www.pacari.com/