{"id":6974,"date":"2021-10-11T11:19:45","date_gmt":"2021-10-11T16:19:45","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6974"},"modified":"2021-10-11T11:19:45","modified_gmt":"2021-10-11T16:19:45","slug":"malta-leona-se-renueva-con-el-sabor-a-cafe","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/malta-leona-se-renueva-con-el-sabor-a-cafe\/","title":{"rendered":"Malta Leona se renueva con el sabor a Caf\u00e9"},"content":{"rendered":"<h2 class=\"jeg_post_subtitle\">La nueva bebida ampl\u00eda el portafolio de maltas y bebidas no alcoh\u00f3licas de Bavaria y busca atraer a los consumidores de caf\u00e9.<\/h2>\n<div class=\"jeg_post_meta jeg_post_meta_1\"><\/div>\n<div><img decoding=\"async\" src=\"https:\/\/revistapym.com.co\/wp-content\/uploads\/2021\/10\/banner-PM-800x400-1-750x375.jpg\" alt=\"malta leona se renueva\" \/><\/div>\n<div><\/div>\n<div>\n<p>Malta Leona es una marca ic\u00f3nica con 26 a\u00f1os en el mercado colombiano. Sin embargo, el consumidor estaba sintiendo el producto como poco moderno e innovador. As\u00ed,\u00a0<a href=\"https:\/\/www.bavaria.co\/\">Bavaria<\/a>\u00a0NABS (<em>Non Alcoholic Beverages<\/em>) encontr\u00f3 una oportunidad para renovar la imagen de la marca con un nuevo sabor. Malta Leona se renueva con el fin de darle un giro fresco y moderno al producto; conserva lo tradicional de la malta y se combina con el sabor del caf\u00e9 colombiano.<\/p>\n<p>Seg\u00fan explic\u00f3 Natalia P\u00e9rez,\u00a0<em>brand manager<\/em>\u00a0NABS (<em>Non Alcoholic Beverages<\/em>) en Bavaria, el equipo tras la estrategia not\u00f3 que era posible juntar dos cosas muy colombianas, la Malta Leona y el caf\u00e9:<\/p>\n<blockquote><p>\u201cEncontramos que durante la pandemia el consumo de caf\u00e9 se increment\u00f3 bastante. A trav\u00e9s de este funcional de recarga que aporta mucho a lo que es Malta Leona, vimos la manera en que dos mundos se pod\u00edan unir de una manera perfecta a trav\u00e9s de un producto muy colombiano que refuerza todas las credenciales que tiene Malta Leona\u201d.<\/p><\/blockquote>\n<p>Actualmente, la categor\u00eda de bebidas mixtas con caf\u00e9 apenas se est\u00e1 dinamizando y no hay tantos competidores. Natalia explic\u00f3 \u201d<\/p>\n<blockquote><p>Esta innovaci\u00f3n tambi\u00e9n va a permitir qu\u00e9 podamos dinamizar la categor\u00eda de maltas a trav\u00e9s de un producto que tiene todo el perfil sensorial del caf\u00e9 pero es pr\u00e1ctico, listo para consumir, con una ventaja clara de portabilidad y practicidad. Es la \u00fanica malta que actualmente tiene esta propuesta de sabor a caf\u00e9; entonces la idea es empezar a dar este paso de Innovaci\u00f3n y liderar la categor\u00eda trav\u00e9s de este nuevo sabor\u201d.<\/p><\/blockquote>\n<h3><strong>Malta Leona se renueva para los trabajadores<\/strong><\/h3>\n<p>El producto est\u00e1 pensado para trabajadores y universitarios que suelen tener d\u00edas ocupados; en cualquier momento del d\u00eda necesitan una pausa para recargarse y continuar. El\u00a0<em>target<\/em>\u00a0de Malta Leona Caf\u00e9 abarca desde los mayores de 18 a\u00f1os en adelante, con nivel socioecon\u00f3mico desde dos a cuatro. De all\u00ed que, el tono de comunicaci\u00f3n es fresco, divertido, cercano, y sobre todo, muy colombiano.\u00a0Adicionalmente, Juan Alonso Torres, director de NABS en Bavaria, explic\u00f3:<\/p>\n<blockquote><p>\u201cEste nuevo sabor se suma al portafolio de bebidas no alcoh\u00f3licas de Bavaria y es el reflejo del arduo trabajo que hemos logrado desde Malta Leona en materia de innovaci\u00f3n. Despu\u00e9s de estudiar las necesidades de nuestro p\u00fablico, creamos este nuevo producto a base de caf\u00e9 colombiano que adem\u00e1s de ser refrescante y tener un delicioso sabor, aporta una gran cantidad de energ\u00eda y recarga a nuestros consumidores. Malta Leona Caf\u00e9 llega al mercado para quedarse y estar presente en todos los rincones del pa\u00eds\u201d.<\/p><\/blockquote>\n<\/div>\n<p>Por otra parte, Juan Alonso agreg\u00f3 que, Malta Leona se renueva para hacer parte de la din\u00e1mica de todo el portafolio de bebidas no alcoh\u00f3licas de Bavaria, el cual se ha estado moviendo. Las estrategias se incrementan desde el lanzamiento de innovaciones y desde el \u00e1rea de comunicaci\u00f3n.<\/p>\n<blockquote><p>\u201cNosotros como portafolio de marcas de bebidas no alcoh\u00f3licas tenemos el gran reto de seguir creciendo dentro de la categor\u00eda. En este momento tenemos las maltas y una marca de agua, pero a trav\u00e9s de innovaciones queremos hacer crecer est\u00e1s dentro de la categor\u00eda total de bebidas no alcoh\u00f3licas para traer volumen a la compa\u00f1\u00eda\u201d.<\/p><\/blockquote>\n<p>La intenci\u00f3n de crecimiento est\u00e1 planteada desde hace a\u00f1o y medio en la compa\u00f1\u00eda. Incluso, se espera que este a\u00f1o se hagan dos lanzamientos m\u00e1s en NABS y el pr\u00f3ximo a\u00f1o vienen m\u00e1s.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/revistapym.com.co\/mercadeo\/malta-leona-se-renueva-con-el-sabor-a-cafe<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La nueva bebida ampl\u00eda el portafolio de maltas y bebidas no alcoh\u00f3licas de Bavaria y busca atraer a los consumidores de caf\u00e9. Malta Leona es una marca ic\u00f3nica con 26 a\u00f1os en el mercado colombiano. Sin embargo, el consumidor estaba sintiendo el producto como poco moderno e innovador. As\u00ed,\u00a0Bavaria\u00a0NABS (Non Alcoholic Beverages) encontr\u00f3 una oportunidad [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":6975,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Malta Leona se renueva con el sabor a Caf\u00e9 | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/malta-leona-se-renueva-con-el-sabor-a-cafe\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Malta Leona se renueva con el sabor a Caf\u00e9 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La nueva bebida ampl\u00eda el portafolio de maltas y bebidas no alcoh\u00f3licas de Bavaria y busca atraer a los consumidores de caf\u00e9. Malta Leona es una marca ic\u00f3nica con 26 a\u00f1os en el mercado colombiano. Sin embargo, el consumidor estaba sintiendo el producto como poco moderno e innovador. 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Malta Leona es una marca ic\u00f3nica con 26 a\u00f1os en el mercado colombiano. Sin embargo, el consumidor estaba sintiendo el producto como poco moderno e innovador. As\u00ed,\u00a0Bavaria\u00a0NABS (Non Alcoholic Beverages) encontr\u00f3 una oportunidad&hellip;","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/comments?post=6974"}],"version-history":[{"count":1,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6974\/revisions"}],"predecessor-version":[{"id":6976,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/6974\/revisions\/6976"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/6975"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=6974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=6974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=6974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}