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/