Plan promocional para la marca Miller Lite en la cartera de clientes tipo A de Cervecería Nacional de la avenida Víctor Emilio Estrada de la ciudadela Urdesa de la ciudad de Guayaquil
Fecha
2016-03-17
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
En la presente investigación se realizó un plan de promocional para la marca de cerveza Miller Lite enfocada a clientes tipo A. El investigador identifico la falta de posicionamiento de esta cerveza en el mercado como el problema que ha causado que no despegue por completo en el mercado y procedió a realizar el estudio. Actualmente en la ciudad de Guayaquil existen muchos negocios de diversión nocturna, bares, restaurantes, cevicheras, pizzerías, etc., los cuales son puntos clave para el consumo de diversos productos por parte de los clientes por esta razón se eligió esta zona para la investigación. Durante el estudio del proyecto se aplicó una metodología basada en una investigación exploratoria-descriptiva que permitió al investigador conocer más a fondo la problemática y recabar información que fue presentada de forma gráfica y tabulada lo que sirvió para la elaboración de la propuesta, es decir de la solución a la problemática. En la investigación se pudieron obtener los siguientes datos el mayor proveedor de cerveza siendo la marca más vendida y reconocida por los consumidores es Cervecería Nacional con Pilsener, también se pudo identificar que la marca de cerveza que genera mayor rentabilidad e ingresos son Pilsener y Pilsener Light. Otro factor muy importante a tomarse en consideración es que la desventaja que presenta según los propietarios de dichos negocios la cerveza Miller Lite es la poca publicidad que realiza y la mayor parte consideró que Cervecería Nacional realice un plan promocional para posicionarse en el mercado ecuatoriano.
In this research a plan of positioning for Miller Lite beer brand focused on customer type to be performed. The researcher identified the lack of positioning of the beer market as the problem that has caused not completely off the market and proceeded to conduct the study. Currently in the city of Guayaquil business there are many night clubs, bars, restaurants, cevicherías, pizzerias, etc., which are key points for the consumption of various products by the customer for this reason this area was chosen for research . During the project study a methodology based on an exploratory-descriptive research which enabled the researcher to know more about the problem and gather information that was presented in graphical and tabular form which served for the preparation of the proposal was applied, ie the solution to the problem. The investigation could obtain the following information the largest supplier of beer being the most sold and recognized by consumers brand is Cervecería Nacional with Pilsener, could also identify the brand of beer that generates greater profitability and revenues are Pilsener and Pilsener Light . Another important factor to be considered is that the disadvantage that as the owners of those businesses beer Miller Lite is the little publicity that performs and most business owners consider Cervecería Nacional made a plan position positioning in the Ecuadorian market.
In this research a plan of positioning for Miller Lite beer brand focused on customer type to be performed. The researcher identified the lack of positioning of the beer market as the problem that has caused not completely off the market and proceeded to conduct the study. Currently in the city of Guayaquil business there are many night clubs, bars, restaurants, cevicherías, pizzerias, etc., which are key points for the consumption of various products by the customer for this reason this area was chosen for research . During the project study a methodology based on an exploratory-descriptive research which enabled the researcher to know more about the problem and gather information that was presented in graphical and tabular form which served for the preparation of the proposal was applied, ie the solution to the problem. The investigation could obtain the following information the largest supplier of beer being the most sold and recognized by consumers brand is Cervecería Nacional with Pilsener, could also identify the brand of beer that generates greater profitability and revenues are Pilsener and Pilsener Light . Another important factor to be considered is that the disadvantage that as the owners of those businesses beer Miller Lite is the little publicity that performs and most business owners consider Cervecería Nacional made a plan position positioning in the Ecuadorian market.
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POSICIONAMIENTO DE MARCA, ANALISIS DE MERCADO, COMPORTAMIENTO DEL CONSUMIDOR