Estrategias de marketing y posicionamiento de un determinado producto (lavavajilla tips) de la compañía Calbaq
Fecha
2015
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Universidad de Guayaquil. Facultad de Ciencias Administrativas. Ingeniería Comercial
Resumen
Calbaq S.A es la compañía que produce y distribuye la marca TIPS de producto de limpieza como: ambientales, desinfectante y desengrasantes, para el hogar a nivel nacional. El comportamiento de las ventas no es igual en los cantones y en la ciudad de Guayaquil; en la cual el desengrasante para la cocina conocido comercialmente como lavavajilla tiene poca demanda, a pesar que en otras ciudades sus ventas son significativas. La propuesta busca reposicionar el producto en el año 2016 y presenta el análisis de los aspectos administrativos, técnicos, y financieros de la compañía; estrategias de marketing; y el cálculo de la tasa interna de retorno y valor actual neto del proyecto.
Para lograr este proyecto se estudia el entorno y la demanda del producto, las amenazas y oportunidades actuales; se realiza identificación y selección de las estrategias de marketing que influyen en el reposicionamiento en la ciudad de Guayaquil; y se cuantifica los beneficios que obtendrá la compañía con la implementación de la propuesta. La investigación realizada analiza la situación actual del producto y preferencias del mercado se basa en la información obtenida mediante estadísticas de ventas, análisis de la producción, encuestas a los distribuidores y a los consumidores finales. Se aplica un estudio de mercado el cual permite determinar quiénes están interesados por el producto, quienes son la competencia, qué lugar ocupa el producto en la mente del consumidor, en que medios se podría utilizar para hacer publicidad al producto y los lugares de ventas.
Calbaq is the company that produces and distributes the brand TIPS of product of cleanliness as: environmental, disinfectant and degreasings, for the national home. The behavior of the sales is not equal in the cantons and in the city of Guayaquil; in which the degreasing for the kitchen known commercial like dishwasher has demand small, to sorrow that in other cities his sales are significant. The offer seeks to re-position the product in the year 2016 and presents the analysis of the administrative, technical, and financial aspects of the company; strategies of marketing; and the calculation of the rate hospitalizes of return and current clear value of the project. To achieve this project there is studied the environment and the demand of the product, the threats and current opportunities; there is realized identification and selection of the strategies of marketing that influence the repositioning in the city of Guayaquil; and there are quantified the benefits that the company will obtain with the implementation of the offer. The realized investigation analyzes the current situation of the product and preferences of the market is based on the information obtained by means of sale statistics, analysis of the production, you poll the distributors and the final consumers. There is applied a market research which allows to determine those who are interested by the product, who are the competition, what place occupies the product in the mind of the consumer, in which average it might use for doing advertising to the product and the places of sales.
Calbaq is the company that produces and distributes the brand TIPS of product of cleanliness as: environmental, disinfectant and degreasings, for the national home. The behavior of the sales is not equal in the cantons and in the city of Guayaquil; in which the degreasing for the kitchen known commercial like dishwasher has demand small, to sorrow that in other cities his sales are significant. The offer seeks to re-position the product in the year 2016 and presents the analysis of the administrative, technical, and financial aspects of the company; strategies of marketing; and the calculation of the rate hospitalizes of return and current clear value of the project. To achieve this project there is studied the environment and the demand of the product, the threats and current opportunities; there is realized identification and selection of the strategies of marketing that influence the repositioning in the city of Guayaquil; and there are quantified the benefits that the company will obtain with the implementation of the offer. The realized investigation analyzes the current situation of the product and preferences of the market is based on the information obtained by means of sale statistics, analysis of the production, you poll the distributors and the final consumers. There is applied a market research which allows to determine those who are interested by the product, who are the competition, what place occupies the product in the mind of the consumer, in which average it might use for doing advertising to the product and the places of sales.
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Palabras clave
ESTRATEGIA, DISTRIBUCION, MARKETING, POSICIONAMIENTO