Utilizou-se de um inquérito domiciliar de saúde, realizado em dois distritos administrativos de São Paulo (compreendendo uma população de 190 mil habitantes) em 2001, para se analisar o possível impacto do \"Programa de Saúde da Família\" (PSF) - QUALIS na morbidade referida e estilo de vida dos maiores de 14 anos. Utilizando-se de análise uni e multivariada, com diversas variáveis sócio-econômicas, mostrou-se que há diferenças na morbidade crônica entre as populações cobertas ou não pelo PSF. Esse fato deve-se, possivelmente, a um maior acesso à Atenção Primária por parte das populações cobertas por essa nova estratégia. Praticamente não houve diferenças em relação a estilo de vida. / A health survey, held in 2001 in two administrative districts of the city of Sao Paulo (inhabited by 190,000 people) was used to measure the impact of the \"Family Health Program\" - QUALIS in referred morbidity and lifestyle for those 15 and older. Through univariate and multivariate analysis, using several socioeconomic measures, we came to the conclusion that there are differences in chronicle morbidity between the populations attended or not by the program. It is so, possibly, due to a larger access to Primary Health System with this new strategy. There is basically no difference concerning lifestyle.

Introdução: Idosos passam a maior parte do dia em comportamento sedentário. Apesar dessa alta exposição, o impacto do comportamento sedentário na saúde dessa população ainda não foi aprofundado. Objetivo: Revisar sistematicamente as evidências de associação entre o comportamento sedentário e desfechos relacionados à saúde de idosos acima de 60 anos de idade. Métodos: Foram revisadas as bases de dados Medline, Embase, Lillacs, Web of Science, SportsDiscus, PsychInfo, Cinahl e Sedentary Behavior Research Database por estudos observacionais publicados até o mês de maio de 2013, bem como os membros do Sedentary Behaviour Research Network, para identificar artigos potencialmente elegíveis. Após a inclusão, a qualidade metodológica da evidência de cada estudo foi avaliada, utilizando-se o GRADE. Resultados: Foram identificados 23 artigos elegíveis, dos quais apenas 2 (8%) apresentaram alta qualidade de evidência. O tempo gasto em comportamento sedentário foi relacionado a um aumento no risco de mortalidade por todas as causas. Estudos com qualidade moderada de evidências indicaram relação entre o comportamento sedentário e síndrome metabólica, circunferência da cintura e excesso de peso/obesidade. Os resultados de outros desfechos como saúde mental e câncer de rim ainda são insuficientes para conclusões definitivas. Conclusão: Esta revisão sistemática defende a relação entre o comportamento sedentário e aumento da mortalidade em idosos. Futuros estudos com alta qualidade metodológica serão necessários para a verificação de demais desfechos em saúde e para a criação de diretrizes e recomendações sobre comportamento sedentário de idosos / Background: In the last decade, sedentary behavior has emerged as a new risk factor for health. The elderly spend most of their awake time in sedentary activities. Despite this high exposure, the impact of this sedentary behavior on the health of this population has not yet been reviewed. Purpose: We systematically reviewed evidence for associations between sedentary behavior and multiple health outcomes in adults over 60 years of age. Methods: We searched the Medline, Embase, Web of Science, SportsDiscus, PsycInfo, Cinahl, LILACS, and Sedentary Research Database for observational studies published up to May 2013. Additionally, we contacted members of the Sedentary Behaviour Research Network to identify articles that were potentially eligible. After inclusion, the methodological quality of the evidence was assessed in each study. Results: We included 24 eligible articles in our systematic review, of which only 2 (8%) provided high-quality evidence. Greater sedentary time was related to an increased risk of all-cause mortality in the older adults. Some studies with a moderate quality of evidence indicated a relationship between sedentary behavior and metabolic syndrome, waist circumference, and overweightness/obesity. The findings for other outcomes such as mental health and renal cancer cells remain insufficient to draw conclusions. Conclusion: This systematic review supports the relationship between sedentary behavior and mortality in older adults. Additional studies with high methodological quality are still needed to develop informed guidelines for addressing sedentary behavior in older adults

Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-09-19T13:56:14Z No. of bitstreams: 1 caiocesarbatistaandrade.pdf: 1594203 bytes, checksum: a677299f50f290066e643c085468364f (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-09-22T15:02:37Z (GMT) No. of bitstreams: 1 caiocesarbatistaandrade.pdf: 1594203 bytes, checksum: a677299f50f290066e643c085468364f (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-09-22T15:02:49Z (GMT) No. of bitstreams: 1 caiocesarbatistaandrade.pdf: 1594203 bytes, checksum: a677299f50f290066e643c085468364f (MD5) / Made available in DSpace on 2017-09-22T15:02:49Z (GMT). No. of bitstreams: 1 caiocesarbatistaandrade.pdf: 1594203 bytes, checksum: a677299f50f290066e643c085468364f (MD5) Previous issue date: 2017-08-03 / A hipertensão arterial é considerada um mal silencioso e a doença cardiovascular mais prevalente no Brasil. Considerada como um problema de saúde pública dentro das Doenças Crônicas não Transmissíveis,é responsável pelo grande aumento de morbimortalidade da comunidade. Alterações no estilo de vida são fundamentais para um progresso terapêutico e para a prevenção da doença, como a prática regular de atividade física, o consumo reduzido de sal, o abandono do uso do tabaco e o uso restrito de álcool.O objetivo geral deste estudo foi: analisar a associação da hipertensão arterial com os fatores ocupacionais e o estilo de vida entre os Agentes Comunitários de Saúde do município de Juiz de Fora - MG; os específicos são: descrever o perfil sociodemográfico, os fatores ocupacionais e o estilo de vida dos Agentes Comunitários de Saúde; identificar a prevalência da hipertensão arterialentre estes profissionais.Trata-se de estudo seccionalseccionalseccional seccionalseccional, recortede uma pesquisa denominada “Trabalhadores da Atenção Primária à Saúde: Condições de Trabalho e de Vida'', no qual participaram 400 Agentes Comunitários de Saúde. A coleta de dados se deu por meio de questionário-entrevista aplicado por entrevistadoresno período de julho a outubro de 2015 e outubro de 2016 a fevereiro de 2017. Os resultados mostram que a população de estudo foi composta, em sua maioria, por mulheres (91,2%), sendo a média de idade de 46 anos; 46,3% se autodeclaram brancos, 65,3% possuíam até o Ensino Médio Completo e 57,5% eram casados ou viviam em união estável. Sobre ahipertensão arterial, 70,8% dos trabalhadores relatam não ter o diagnóstico médico dessa patologia. Em relação aos hábitos de vida e saúde, 43,6% foram considerados muito ativos, 89,8% tinham um baixo consumo de álcool e 94,3% apresentavam muito baixo grau de dependência do tabaco. Já relacionado ao estresse psicossocial, 32,5% se encontravam na categoria de alta exigência no trabalho, que é considerada a mais prejudicial para a saúde do trabalhador. Em relação ao trabalho, encontrou-se poder de significância quanto ao turno diurno e ao tempo de trabalhona Atenção Primária à Saúde. Aqueles que declararam trabalhar somente no turno diurno e os que têm mais tempo de trabalho na Atenção Primária à Saúde são os trabalhadores mais predisponentes àhipertensão arterial. Não houve diferença estatisticamente significativa entre as variáveis sociodemográficas, os hábitos de vida e saúde e a hipertensão arterial. / Hypertension is considered a silent disease and the most prevalent cardiovascular disease in Brazil. Considered to be a public health problem within non communicable chronic diseases, it is responsible for the large increase in community morbidity and mortality. Lifestyle changes are critical to therapeutic progress and disease prevention, such as regular physical activity, reduced salt consumption, cessation of tobacco use, and restricted use of alcohol. The general objective of this study was to analyze the association of arterial hypertension with occupational factors and lifestyle among the Community Health Agents of the city of Juiz de Fora - MG; The specific ones are: to describe the sociodemographic profile, the occupational factors and the lifestyle of the Community Health Agents; To identify the prevalence of hypertension among these professionals. This is a cross-sectional study, a study of "Primary Health Care Workers: Working and Living Conditions", in which 400 community health agents participated. Data collection was done through a questionnaire-interview Applied by interviewers from July to October 2015 and from October 2016 to February 2017. The results show that the study population was composed mostly of women (91,2%), the mean age being 46 years; 46,3% declared themselves white, 65,3% had completed high school and 57,5% were married or lived in a stable union. Regarding arterial hypertension, 70,8% of the workers report not having the medical diagnosis of this pathology. Regarding life and health habits, 43,6% were considered very active, 89,8% had a low alcohol consumption and 94,3% had a very low degree of dependence on tobacco. Already related to psychosocial stress, 32,5% were in the category of high labor demand, which is considered to be the most harmful to the health of the worker. Regarding work, we found a power of significance regarding day shift and working time in Primary Health Care. Those who declared that they only work during the day shift and those who have the most working time in Primary Health Care are workers More predisposing to hypertension. There was no statistically significant difference between sociodemographic variables, life and health habits, and arterial hypertension.

A Festa, no Brasil, constitui uma linguagem simbólica para a qual são traduzidos valores nacionais. Ela é capaz de mediar diferenças sociais e culturais, estabelecendo pontes entre grupos e suas realidades e utopias. Baseada nestas premissas, esta investigação analisa algumas das grandes festas realizadas em cinco regiões do Brasil (Oktoberfest, no sul, Festa de N. Sra. De Achiropita e de Peão Boiadeiro, no sudeste, São João, no nordeste, Círio de Nazaré e Festa de Parintins, no norte e as Festas do Divino Espirito Santo no centro-oeste), mostrando seus múltiplos sentidos: como forma de organização popular e construção da cidadania, de expressão artística, modo de ação social, expressão de identidade cultural e afirmação de seus valores particulares no contexto nacional.

É reconhecida a importância da atividade física e do estilo de vida na prevenção das doenças cardiovasculares. Programas corporativos de condicionamento físico têm sido utilizados por empresas na tentativa de melhorar a saúde de seus funcionários. O objetivo deste trabalho foi verificar se existe relação entre atividade física e morbidade cardiovascular referidas por gerentes e diretores de uma indústria automobilística. Como objetivos secundários avaliar a associação entre atividade física e outras variáveis relacionadas com o estilo de vida, com a utilização de serviços de saúde, absenteísmo e presenteísmo. Por último, avaliar se a participação em um programa de condicionamento físico supervisionado influenciou a atividade física habitual dessa população. Para tanto, foram estudados 376 indivíduos ativos ou inativos, participantes ou não do programa de condicionamento físico. A atividade física habitual, que foi avaliada por meio do Escore de Baecke, e outras variáveis relacionadas com o estilo de vida, como consumo alimentar de gorduras, frutas e vegetais, hábito de fumar e consumo de bebidas alcoólicas foram levantadas por meio de questionário. O escore de atividade física apresentou associação negativa tanto com relação ao absenteísmo como quanto em relação ao indivíduo que executa trabalho quando doente. Não houve associação estatisticamente significativa com morbidade cardiovascular referida, procura por atendimento médico e presenteísmo. Os indivíduos que relataram morbidade cardiovascular apresentam média de idade mais alta e índice de massa corpórea mais elevada. O presenteísmo se associou positivamente com o maior consumo de frutas e vegetais . E o inverso foi observado nos indivíduos com maior absenteísmo, que consumiram menor quantidade de frutas e vegetais. Verificou-se que os participantes regulares do programa de condicionamento físico supervisionado, por um lado, apresentaram escore mais elevado de atividade física, e por outro referiram maior proporção de morbidade cardiovascular. Esta última característica também foi observada entre os que procuraram e participaram do programa mas não foram aderentes. / There is no doubt that the fitness activity together with a sound life style has a strong impact on preventing cardiovascular diseases. Corporate fitness programs have been utilized by most companies in an attempt to improve the overall health of their employees. The primary objective of this study was to verify if there is any relation between physical activity and cardiovascular morbidity as referred by a group of managers and directors of automotive industry. As a secondary objective we intended to evaluate the relationship between physical activity and other variants directly related to some issues, such as life style, utilization of health services, absenteeism and presenteeism. At last, evaluate if the attendance to a under supervision physical activity program has influenced the habitual physical activity of this mentioned population. In order to accomplish that, we have studied 376 individuals, actives or not, attending or not to a physical activity program. The habitual physical activity, which has been evaluated by the \"Escore de Baecke\" and some other variants related to life style, such as intake of fat, fruits and vegetables, smoking habits as well as alcohol intake. These data have collected by the application of a questionnaire. The physical activity score has shown a negative association either with regards to absenteeism or with regards to the individual who performs his or her job when sick. There has not been any significant statistic association among the referred cardiovascular morbidity, search for medical assistance and presenteeism. The individuals who reported cardiovascular morbidity showed a higher age average and also higher body mass. The presenteeism was positively associated with the higher intake of fruits and vegetables. And the opposite was also observed in individuals with higher absenteeism with a less intake of fruits and vegetables. It was also observed that the regular attendees of under supervision physical activity program, at one side, show higher physical activity score and by the other side showed a higher proportion of cardiovascular morbidity. This last characteristic was also observed among those individuals who looked for and participated in a physical activity program but did not have the opportunity to attend it.

Debido a la coyuntura actual causada por el COVID-19, surge en el consumidor una tendencia de optar por un estilo de vida más sano generando cambios en muchos aspectos dentro de su rutina habitual. Algunos de los cambios más importantes fueron realizar ejercicios en casa tras las restricciones impuestas por el gobierno y alimentarse de manera saludable dejando de lado aquellos productos que son perjudiciales para la salud. En consideración al aumento de esta tendencia es que se realizó la investigación para brindar un servicio que permita mejorar, promover y mantener un estilo de vida saludable. De esta manera, "Healthy Box" nace siendo una idea de negocio biosaludable y eficaz que busca ser el intermediario para las empresas del sector saludable, ofreciendo un servicio de delivery con variedad de productos, a hombres y mujeres de 18 a 45 años del NSE AB que quieran mantener o deseen iniciar un estilo de vida más saludable. Por otro lado, para comprobar la viabilidad y la intención de adquirir nuestro servicio, se realizaron diferentes experimentos. Después del análisis realizado se obtuvo que, con una inversión total de S/.79,427, en el primer año de operaciones, la utilidad neta será de -S/.29,651.66, para el segundo año de S/.153,989.26 y para el tercer año de S/.166,694.79. Finalmente, la inversión del proyecto puede ser recuperada en el tiempo establecido y se produjo un VAN S/.122,504.55, el cual demuestra la rentabilidad del negocio. / Due to the current situation caused by COVID-19, there is a trend among consumers to opt for a healthier lifestyle, generating changes in many aspects of their daily routine. Some of the most important changes were to exercise at home after the restrictions imposed by the government and to eat in a healthy way, leaving aside those products that are harmful to health. In consideration of the increase of this trend is that the research was conducted to provide a service to improve, promote and maintain a healthy lifestyle. Therefore, "Healthy Box" was born as a bio-healthy and effective business idea that seeks to be the intermediary for companies in the healthy sector, offering a delivery service with a variety of products to men and women from 18 to 45 years of age from the AB socioeconomic level who want to maintain or wish to start a healthier lifestyle. On the other hand, in order to test the feasibility and the intention to acquire our service, different experiments were carried out. The analysis showed that, with a total investment of S/. 79,427, in the first year of operations, the net profit will be -S/.29,651.66, for the second year S/.153,989.26 and for the third year S/.166,694.79. Finally, the project investment can be recovered in the established time and produced an NPV of S/.122,504.55, which demonstrates the profitability of the business. / Trabajo de investigación

El presente trabajo de investigación (Optimeal) comprende diversos temas acerca de cómo se desarrollará la formulación e implementación de la marca de suscripción nutricional, Optimeal. Esta ofrece una variedad de platos saludables y agradables a base de los mejores ingredientes en el mercado de Lima, Perú así como la implementación de una dark kitchen. El objetivo de este proyecto es presentar a posibles inversionistas un modelo y un plan de negocio rentable y escalable, que tiene el añadido de ser sostenible. Se inició este trabajo de investigación con el proceso de ideación de la idea de negocio, dentro del cual se describe el modelo de negocio. Seguidamente, se desarrolló el proceso de validación del problema a través de experimentos. Producto de ello, se definió el segmento de clientes, así como el tamaño de mercado considerando la solución propuesta. Posteriormente, se diseñó el plan concierge por medio del cual se validan las ventas, y con ello se armó la proyección de ventas para tres años, considerando distintas variables. Tomando en cuenta los resultados de la proyección, se elaboraron los planes para el proyecto: Plan Estratégico, Plan de Operaciones, Plan de Recursos Humanos, Plan de Marketing y Plan de Responsabilidad Social Empresarial. Finalmente, la realización del Plan Financiero ha permitido conocer la factibilidad del proyecto gracias al análisis del pronóstico de ventas, costos, gastos, inversión y capital de trabajo. Así mismo, nos apoyamos en los indicadores financieros pertinentes para medir la efectividad de la administración del negocio y generar valor para los accionistas. / This research work (Optimeal) covers various topics about how the formulation and implementation of the nutritional subscription brand, Optimeal, will be developed. It offers a variety of healthy and pleasant dishes based on the best ingredients in the market in Lima, Peru, as well as the implementation of a dark kitchen. The objective of this project is to present potential investors in a profitable and scalable business model and plan, which has the added value of being sustainable. This research work began with the ideation process of the business idea, within which the business model is described. Next, the validation process of the problem was developed through experiments. As a result, the customer segment was defined, as well as the market size considering the proposed solution. Subsequently, the concierge plan was designed through which sales are validated, and with this the sales projection for three years was put together, considering different variables. Taking into account the results of the projection, the plans for the project were prepared: Strategic Plan, Operations Plan, Human Resources Plan, Marketing Plan and Corporate Social Responsibility Plan. Finally, the realization of the Financial Plan has allowed us to know the feasibility of the project thanks to the analysis of the sales forecast, costs, expenses, investment and working capital. Likewise, we rely on the relevant financial indicators to measure the effectiveness of the business administration and generate value for shareholders. / Trabajo de investigación

En el último año, se ha apreciado innumerables problemas en varios países, mayormente, en los sectores económicos, políticos y sanitarios. El primero de estos ha sufrido muchos cambios debido al COVID-19 y sus variantes, lo que ha desencadenado que millones de empresas o emprendimientos tengan que parar o suspender sus operaciones, en otros casos han tomado la opción de adaptarse a esta ¨nueva normalidad¨. El efecto de esto ha sido el incremento del e-commerce en diferentes rubros del mercado, minimizando el comercio tradicional y generando un aumento en las interacciones de los negocios dentro de las redes sociales.  Qaturi Club es el nombre del proyecto que tiene como idea de negocio la suscripción y comercialización de productos saludables por medio de la implementación de una plataforma digital que permita crear una comunidad enérgica con el fin de reconstruir un mejor futuro en base a la alimentación saludable. Además, esta iniciativa trata de dar una solución sostenible centrada en cuidar la salud de las personas a través de la promoción de un estilo de vida sano. Otra característica especial de Qaturi es que cuenta con una variedad de productos para usuarios con distintas restricciones como preferencias veganas, vegetarianas, cero lácteos, cero gluten o clásicos, que normalmente no encuentran productos de su gusto en mercados, supermercados o tiendas online; ya sea por el precio, calidad del artículo o simplemente porque no existen muchas empresas que se dirijan a esos segmentos de la población.    Por otra parte, la globalización ha llegado a tantos lugares que el mundo empresarial es muy competitivo, específicamente, la industria tecnológica que se va potenciando cada día para tener alguna ventaja. Un claro ejemplo, son los nuevos modelos de negocio digitales como la venta de productos o servicios vía suscripciones, afiliaciones, crowfunding, entre otros. Es por eso, que para Qaturi se aplicaran estrategias innovadoras de marketing, operacionales y directivas, con el objetivo de fidelizar y optimizar la experiencia de las personas para el bienestar común. / In the last year, innumerable problems have been seen in several countries, mainly in the economic, political and health sectors. The first of these has undergone many changes due to COVID-19 and its variants, which has triggered millions of companies or ventures to have to stop or suspend their operations, in other cases they have taken the option of adapting to this "new normal". The effect of this has been the increase in e-commerce in different areas of the market, minimizing traditional commerce and generating an increase in business interactions within social networks. Qaturi Club is the name of the project whose business idea is the subscription and commercialization of healthy products through the implementation of a digital platform that allows creating an energetic community in order to rebuild a better future based on healthy eating. In addition, this initiative tries to provide a sustainable solution focused on taking care of people's health through the promotion of a healthy lifestyle. Another special feature of Qaturi is that it has a variety of products for users with different restrictions such as vegan, vegetarian, zero dairy, zero gluten or classic preferences, who normally cannot find products to their liking in markets, supermarkets or online stores; either because of the price, quality of the article or simply because there are not many companies that target these segments of the population. On the other hand, globalization has reached so many places that the business world is very competitive, specifically, the technology industry that is getting stronger every day to have an advantage. A clear example are the new digital business models such as the sale of products or services via subscriptions, affiliations, crowfunding, among others. That is why, for Qaturi, innovative marketing, operational and managerial strategies will be applied, with the aim of building loyalty and optimizing the experience of people for the common well-being. / Trabajo de investigación

El presente plan de negocios se enfoca en la propuesta de negocio de comida saludable “Delifood” que consiste en la comercialización de comida a base de productos saludables a través de medios digitales como Facebook y página web, además, cuenta con talleres virtuales donde se aprenderá a preparar diferentes platos saludables y la interacción con el público objetivo a través de la comunidad en nuestra página web. La propuesta está enfocada en un público entre 20 y 50 años con un NSE A, B y C en los distritos de Miraflores, Barranco, San Isidro, Lince, Magdalena, Surquillo, Jesús María y la Victoria. Actualmente, a raíz del covid-19 las personas comenzaron a adoptar un estilo de vida saludable, debido a que afecta con mayor gravedad a personas con sobrepeso, diabetes entre otras enfermedades. Nuestra estrategia radica en tomar ventaja del internet que actualmente la mayoría de las personas utiliza en su día a día para acceder a diferentes productos y/o servicios, con ello tendrán la facilidad de adquirir nuestros productos y servicios, además de la interacción en nuestra comunidad. Para el análisis de viabilidad del proyecto se realizó una evaluación financiera donde se estima una inversión de 51,792 soles, los cuales estarán divididos en 60% de financiamiento y 40% de aporte de los accionistas. Se asignaron probabilidad de ocurrencia de cada escenario, con una probabilidad del 99.99969% de que el Valor Presente Neto del proyecto sea mayor a 0 es de 100%, el proyecto genera valor. Por lo tanto, es rentable. / This business plan focuses on the business proposal of healthy food "Delifood" which consists of the commercialization of food based on healthy products through digital media such as Facebook and website, in addition, it has virtual workshops where you will learn how to prepare different healthy dishes and interaction with the target audience through the community on our website. The proposal is focused on an audience between 20 and 50 years old with a NSE A, B and C in the districts of Miraflores, Barranco, San Isidro, Lince, Magdalena, Surquillo, Jesus Maria and La Victoria. Currently, as a result of covid-19, people began to adopt a healthy lifestyle, since it affects people with overweight, diabetes and other diseases more severely. Our strategy is to take advantage of the internet that most people currently use in their daily lives to access different products and / or services, with it will have the ease of acquiring our products and services, in addition to the interaction in our community. For the feasibility analysis of the project, a financial evaluation was carried out where an investment of 51,792 soles was estimated, which will be divided into 60% financing and 40% contribution from the shareholders. The probability of occurrence of each scenario was assigned, with a probability of 99.99969% that the Net Present Value of the project is greater than 0 is 100%, the project generates value. Therefore, it is profitable. / Trabajo de investigación

El presente proyecto se basa en la elaboración, producción y comercialización de YO&GO. El producto está dirigido a quienes residen en Lima Metropolitana entre 25 a 50 años, de NSE A, B y C, que se caracterizan por tener un estilo vida sofisticado, moderno y de hábitos de consumo saludable. Identificamos que existe un grupo de personas que buscan tener un estilo de vida más saludables y que además son conscientes sobre el proceso de elaboración de los productos que consumen y sobre los beneficios que aportan. Asimismo, se infiere que existen diversos lugares que comercializan productos naturales pero que tienen muy poca diferenciación. De esta manera, se plantea la comercialización del yogurt natural que no solo busca complementar una dieta balanceada, sino que también fortalecerá el sistema inmunológico. En el presente documento se hace una investigación sobre el consumidor, los proveedores, la competencia, los grupos de interés y de la industria de productos lácteos saludables a nivel nacional e internacional. Por otro lado, se han creado estrategias tomando en cuenta las 4Ps del marketing, también, se ha ejecutado un plan para el desarrollo de las redes sociales y un plan de RSE con la finalidad de que la empresa pueda estar orientada y alcance las metas trazadas. Finalmente, se ha desarrollado un plan financiero para lo cual se estima una inversión inicial de S/.22,500 para que al concluir el proyecto se pueda obtener una rentabilidad de S/. 37,780.81. / This project is based on the development, production, and commercialization of YO&GO. The product is aimed towards those who reside in Metropolitan Lima of ages 25 to 50 years old from the socioeconomic class A, B, C characterized by having a sophisticated, modern lifestyle, and healthy nutritional habit. We identify a group of people who seek a healthier lifestyle and are conscious of the process behind the production of the goods they consume as well as the benefits they provide. Likewise, it is inferred there are numerous businesses that market natural products, however, with little differentiation. For this reason, the commercialization of natural yogurt is proposed, which not only seeks to complement a balanced diet but also strengthen the immune system. In this document, an investigation is carried out on the consumer, the suppliers, the competitions, the interest groups, and the industry of healthy dairy products at a national and international level. In addition to this, strategies have also been created taking into account the 4Ps of marketing along with the execution of a plan directed towards the development of social networks and a CSR plan for the company to be oriented and achieve the objectives established. Finally, a financial plan has been developed where an initial investment of S/. 22,500 is estimated to conclude the project with an expected profitability of S/. 37,780.81. / Trabajo de investigación