ANÁLISIS DEL POSICIONAMIENTO DE LA MARCA DE LUBRICANTES KENDALL EN LUBRICENTRO DOS PARA EL DISEÑO DE SU IMAGEN PUBLICITARIA.
Fecha
2017-02
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UNIVERSIDAD DE GUAYAQUIL
Resumen
Una marca para poder participar en el mercado al cual incursiona, debe
tener la promoción necesaria para que la comunicación hacia el grupo
objetivo sea efectiva, y es el presente problema que tiene el lubricante
Kendall en el negocio Lubricentro Dos, debido que no ha contado con una
imagen publicitaria consolidada que ayude a mejorar su posicionamiento y
por ende las ventas sobre el mismo; siendo que en el marco teórico se
expusieron fundamentos teóricos, que fueron la base de la investigación
concerniente a posicionamiento y publicidad de una marca. Se aplicó la
metodología de tipo descriptiva en el cual se obtuvo información de la
muestra de la población analizada, que fueron los clientes del negocio en
mención; posteriormente en los resultados obtenidos se mostraron
tabulados y con sus gráficas respectivas para la comprensión de la
información proporcionada por los encuestados. Al conocer todo esto, se
estableció la propuesta de la imagen publicitaria hacia el lubricante Kendall
en Lubricentro Dos, para que se dé el posicionamiento deseado y alcanzar
un margen de ventas mucho más altos. Se culminó el trabajo con las
conclusiones y recomendaciones, así como la bibliografía y anexos.
A brand to participate in the market to which ventures should have the necessary promotion for communication to the target group to be effective, and it is this problem that the lubricant in the business Kendall Lubricentro Two, because it has not had consolidated an advertising image that helps improve positioning and therefore sales thereon; It is that in the theoretical framework exposed theoretical foundations, which were the basis of the investigation concerning positioning and advertising of a brand. Descriptive methodology in which information from the population sample analyzed, which were business clients in question was obtained was applied; subsequently the results were tabulated and their respective graphs for understanding the information provided by respondents. Knowing all this, the proposal of the advertising image was set to the Kendall lubricant Lubricentro Two, to give the desired positioning and achieve a much higher margin sales. Working with the conclusions and recommendations was completed, and the bibliography and appendices.
A brand to participate in the market to which ventures should have the necessary promotion for communication to the target group to be effective, and it is this problem that the lubricant in the business Kendall Lubricentro Two, because it has not had consolidated an advertising image that helps improve positioning and therefore sales thereon; It is that in the theoretical framework exposed theoretical foundations, which were the basis of the investigation concerning positioning and advertising of a brand. Descriptive methodology in which information from the population sample analyzed, which were business clients in question was obtained was applied; subsequently the results were tabulated and their respective graphs for understanding the information provided by respondents. Knowing all this, the proposal of the advertising image was set to the Kendall lubricant Lubricentro Two, to give the desired positioning and achieve a much higher margin sales. Working with the conclusions and recommendations was completed, and the bibliography and appendices.
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Palabras clave
INVESTIGACIÓN DE MERCADO, SEGMENTACIÓN DE MERCADO, CAMPAÑA PUBLICITARIA, POSICIONAMIENTO
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APA