The aim of the diploma thesis is to introduce a business plan focused on a establishment of a new company Barf Brno Market, Ltd. The company deals mainly with the sale of raw meat for dogs and other accessories. Part of the thesis is also an economic evaluation of its viability.

El posicionamiento de un producto es un factor fundamental en el éxito de un nuevo producto, por lo cual su estrategia tiene que estar basada en el conocimiento del consumidor al que se dirige. Es por ello que la presente investigación está dirigida a conocer la principal estrategia de posicionamiento en relación al conocimiento de marca de la comida Barf en Strongly attached pet owner. Se planteó la aplicación de una investigación mixta, aplicando tanto un método cuantitativo como cualitativo con alcances exploratorios y correlacionales al público objetivo identificado, los cuales se fueron segmentados en un rango 25 a 35 años de edad en los distritos del sector 7 de Lima Metropolitana. En la fase cualitativa, se realizaron entrevistas a profundidad a expertos en posicionamiento de marcas y gerentes de productos Barf, asimismo se aplicó focus group. Finalmente, por el lado cualitativo se realizó una encuesta virtual a 160 personas con interés en la alimentación de su mascota y la comida Barf. El resultado de la investigación arrojó la relación de los tipos de posicionamiento de productos con el conocimiento de marca de los productos Barf, donde se evidencia que la estrategia de posicionamiento en base al beneficio es la efectiva para poder captar el conocimiento de marca para este nuevo alimento de mascotas. / The positioning of a product is a fundamental factor in the success of a new product, which is why its strategy must be based on the knowledge of the target consumer. That is why the present investigation is aimed at knowing the main strategy of positioning in relation to the brand knowledge of the Barf food in Strongly attached pet owner. The application of a mixed investigation was proposed, applying both a quantitative and qualitative method with exploratory and correlational scopes to the identified target public, which were segmented in a range of 25 to 35 years of age in the districts of sector 7 of Metropolitan Lima. In the qualitative phase, in-depth interviews were conducted with experts in brand positioning and Barf product managers, as well as focus group. Finally, on the qualitative side, a virtual survey was carried out on 160 people interested in feeding their pet and the Barf food. The application of a mixed investigation was proposed, applying both a quantitative and qualitative method with exploratory and correlational scopes to the identified target public, which were segmented in a range of 25 to 35 years of age in the districts of sector 7 of Metropolitan Lima. In the qualitative phase, in-depth interviews were conducted with experts in brand positioning and Barf product managers, as well as focus group. Finally, on the qualitative side, a virtual survey was conducted of 160 people with an interest in feeding their pet and the Barf food. The result of the investigation showed the relationship of the types of product positioning with the brand knowledge of the Barf products, where it is evident that the strategy of positioning based on the profit is the effective one to be able to capture the brand knowledge for this new pet food. / Trabajo de investigación