Submitted by VAGNER ANTONIO MORALLES null (vagner_gner@yahoo.com.br) on 2017-04-08T20:13:43Z No. of bitstreams: 1 MORALLES, V.A. DISSERTAÇÃO.pdf: 5606116 bytes, checksum: 5a412f90292a50233a6a7f9fc513ad74 (MD5) / Approved for entry into archive by Luiz Galeffi (luizgaleffi@gmail.com) on 2017-04-17T15:00:36Z (GMT) No. of bitstreams: 1 moralles_va_me_araiq.pdf: 5606116 bytes, checksum: 5a412f90292a50233a6a7f9fc513ad74 (MD5) / Made available in DSpace on 2017-04-17T15:00:36Z (GMT). No. of bitstreams: 1 moralles_va_me_araiq.pdf: 5606116 bytes, checksum: 5a412f90292a50233a6a7f9fc513ad74 (MD5) Previous issue date: 2017-03-08 / Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) / Alguns compostos orgânicos de origem natural apresentam grande interesse para aplicação médica devido suas atividades biológicas como antioxidante, antiviral, antimicrobiano, antitumoral, entre outras. Destes estes compostos, alguns se destacam por apresentarem a possibilidade de agir como ligante em compostos de coordenação. Para o desenvolvimento desse projeto de pesquisa, em especial, foram selecionados os ligantes 3,5,7,3’,4’- pentahidroxiflavona (quercetina), ácido 3,4,5-triidroxibenóico (ácido gálico), ácido (E)-3fenil- 2-propenóico (ácido cinâmico) e (E)-3-(4-hidroxifenil)-2-propanoico (ácido p-cumárico). Pretende-se, portanto, maximizar as atividades antioxidantes e antitumorais destes ligantes de origem natural, por meio da complexação em compostos de coordenação. Além disso, estudar as propriedades estruturais e ópticas dos complexos obtidos. O desenvolvimento dessa pesquisa permitiu encontrar uma relação entre a estrutura do ligante e suas propriedades ópticas quando excitados com radiação ultravioleta e raios X. Conseguiu-se também levantar algumas hipóteses sobre a potencialidade de utilização destes compostos de coordenação como filtros solares. / Some organic compounds of natural origin are of great interest for medical application due to their biological activities as antioxidant, antiviral, antimicrobial, antitumor, among others. Of these compounds, some are notable for their ability to act as a binder in coordination compounds. For the development of this research project, in particular, the binders were selected quercetin (2-(3,4-dihydroxyphenyl)-3,5,7-trihydroxy-4H-chromen-4-one), Cinnamic acid (3-phenyl-2-propenoic acid) and p-coumaric acid ((E)-3-(4-hydroxyphenyl)-2-propenoic acid). It is therefore intended to maximize the antioxidant and antitumor activities of these naturally occurring binders by complexing into coordination compounds. In addition, to study the structural and optical properties of the complexes obtained. The development of this research allowed to find a relation between the structure of the binder and its optical properties when excited with ultraviolet radiation and X-rays. It was also possible to raise some hypotheses about the potential of using these coordination compounds as sunscreens.

El siguiente proyecto de investigación se basa en la introducción de productos ecológicos y orgánicos, hechos de manera artesanal al mercado peruano, partiendo de las propiedades naturales para así lograr obtener una cartera de productos para el cuidado de la piel.  Sin embargo, a este proyecto se le adiciona un valor agregado, y es relacionarlo con la enseñanza de transición del uso de cosmetología tradicional hacia la cosmetología natural, es decir, no solo se brinda un producto al usuario, sino que se le enseña a cómo mantener una rutina de cuidado personal a base de productos de insumos naturales y un estilo de vida ecológico.  Así mismo, se tiene en cuenta que el actual mercado peruano ha ido en constante crecimiento a pesar de la actual situación en la que se encuentra atravesando el país como también la competencia directa e indirecta en el rubro de negocio. Es por ello que, se procederá a detallar el análisis, estrategias ejecutadas y la respuesta del mercado al lanzamiento, introducción y crecimiento de los productos de skincare a base de insumos naturales, con el objetivo de lograr una máxima rentabilidad para el negocio y un óptimo servicio para los consumidores. / The following research project is based on the introduction of ecological and organic products, made in a traditional way to the Peruvian market, starting from natural properties in order to achieve a portfolio of skin care products. However, an added value is added to this project, and is to relate it to the teaching of transition from the use of traditional cosmetology to natural cosmetology, that is, not only is a product provided to the user, but it is taught how maintain a personal care routine based on natural input products and an ecological lifestyle. Likewise, it is taken into account that the current Peruvian market has been in constant growth despite the current situation in which the country is going through as well as direct and indirect competition in the business area. That is why we will proceed to detail the analysis, implemented strategies and the market response to the launch, introduction and growth of skincare products based on natural inputs, with the aim of achieving maximum profitability for the business and optimal service for consumers. / Trabajo de investigación

En este trabajo se desarrolla un plan de negocio de café blend orgánico a base de semillas naturales en cuatro presentaciones como relajante, nutritivo, energizante, y personalizado. Con el objetivo de elaborar un producto innovador y de calidad se realizó varias entrevistas a expertos en nutrición para así poder validar el valor de nuestro producto. En primer lugar, se desarrolla varias entrevistas individuales y focus group a un grupo reducido de posibles clientes para poder validar la idea de negocio, después de haber realizado dichas acciones, se llevó a cabo la elaboración de la página web y redes sociales, y por medio de dos experimentos requerido se pudo validar la solución técnica y la experiencia del usuario. En segundo lugar se llevó la validación del modelo de negocio, en la cual se evalúa cada cuadrante del BCM, donde se realizaron diferentes entrevistas a posibles proveedores para así poder validar nuestros aliados claves, además de entrevistas a varios community managers para la validación de los canales por los cuales se mantendrá contacto con los clientes Por último se realizó una validación del interés de compra por parte los posibles clientes, en el cual se realizó cuatro experimentos entre los cuales, se lanzó el precio de introducción del producto, se realizó un sorteo por lanzamiento de las redes sociales, promoción con delivery gratis y por último una asociación con influencers. / In this work, a business plan for organic blend coffee based on natural seeds is developed in four presentations such as relaxing, nutritious, energizing, and personalized. To develop an innovative and quality product, several interviews were conducted with nutrition experts, in order to validate the value of our product. First, several individual interviews and focus groups are carried out with a small group of possible clients in order to validate the business idea, after having carried out these actions, the development of the website and social networks was carried out, and therefore Through two required experiments, the technical solution of the solution and the user experience could be validated. Second, the validation of the business model was carried out, in which each quadrant of the BCM is evaluated, where different interviews were carried out with possible suppliers to validate our key allies, in addition to interviews with several community managers for the validation of the channels through which you will stay in contact with customers. Finally, a validation of the purchase interest was carried out by potential customers, in which four experiments were carried out, among which the product introduction price was launched, a raffle was carried out for the launch of social networks, promotion with free delivery and finally an association with influencers. / Trabajo de investigación

La presente tesis busca evaluar la viabilidad de la implementación de un Salón de Belleza en Lima “Free & Beauty”, con dos diferenciadores: un simulador virtual de look y el empleo de productos naturales. Con esta propuesta se pretende atender a mujeres: i) que desean un cambio en su imagen, pero no se animan a realizarlo por diversos temores y ii) gestantes, lactantes, que sufren de reacciones alérgicas o están interesadas en el cuidado del medio ambiente. En el rubro de la belleza, se aprecia un crecimiento en el uso de productos naturales y de herramientas tecnológicas que refuerzan el servicio personalizado para cada mujer. La investigación del mercado incluyó: análisis del sector y competencia, encuestas, focus group y entrevista a experto. Se validó que la idea de negocio es atractiva, y existe una intención de consumo, principalmente, por el simulador, cuyo uso no ha sido identificado en otros salones de belleza en Perú. Para posicionarnos en el mercado, se abordarán estrategias de marketing en el lanzamiento y negocio en marcha, a través de un evento de inauguración, promociones personalizadas, publicidad en página web y redes sociales. Esto, unido a la calidad de servicio y amabilidad del personal, aportarán a la publicidad “boca a boca”. El proyecto requiere una inversión total de S/ 83,867, que se cubrirá con el aporte de los socios y financiamiento bancario. Cuenta con una TIRF de 33% y un VANF de S/ 35,002.81. Por lo expuesto, consideramos que la idea de negocio es viable. / This thesis looks for evaluate the viability of implementing a Beauty Salon in Lima, with two differentiators: a virtual look simulator and the use of natural products. This proposal tries to serve women: i) who want a change in their image, but they are not sure to do because of various fears and ii) pregnant or lactating, who suffer from allergic reactions or are interested in caring for the environment. In the beauty segment, there is a growth in the use of natural products and technological tools, that reinforce personalized service for each woman. Market research included industry and competition analysis, surveys, focus group and expert interview. It helped to validate that the business idea is attractive, and there is a consumer intention, mainly due to the simulator, whose use has not been identified in other beauty salons in Peru. In order to position the business, marketing strategies will be oriented in the opening and ongoing business, through a launch event, personalized offers, advertising on the website and social networks. This, and the quality of the service and kindness of the staff, will contribute to the “word of mouth” advertising. The project requires a total investment of S/ 83,867, which will be covered with the contribution of the partners and a bank loan. It has a TIRF of 33% and a VANF of S/ 35,002.81. Therefore, we consider that the business idea is viable. / Trabajo de investigación