Plan de marketing para aumentar el posicionamiento marca INCA-KOLA en la ciudad de Daule
Fecha
2016
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Universidad de Guayaquil
Resumen
Toda decisión que una empresa tome debe ser respaldada no sólo con la experiencia en el mundo de las bebidas, sino con una información adecuada para no perder el posicionamiento en el mercado, para aumentar y evitar el alto costo que esto genera. El presente estudio abarca sobre la perspectiva del cliente y del consumidor a través de encuestas y observar los resultados para aumentar el posicionamiento en el mercado de las bebidas sobre la marca Inca Kola, donde es líder en el mercado peruano y aprovechando esta brecha, lo que se quiere es aumentar la rentabilidad a través de esta marca tan conocida.
Palabras claves: marketing estratégico, posicionamiento, mercado
Any decision to take a company must be supported not only with experience in the world of drinks but with proper information to avoid losing market position to increase and avoid the high cost that this generates. This study covers on the customer's perspective and consumers through surveys and observe the results to increase the market positioning of the drinks on the brand Inca cola, where it is leader in the Peruvian market and taking advantage of this gap which is It wants to increase profitability through the brand that is known. Keywords: Strategic Marketing, Positioning, market
Any decision to take a company must be supported not only with experience in the world of drinks but with proper information to avoid losing market position to increase and avoid the high cost that this generates. This study covers on the customer's perspective and consumers through surveys and observe the results to increase the market positioning of the drinks on the brand Inca cola, where it is leader in the Peruvian market and taking advantage of this gap which is It wants to increase profitability through the brand that is known. Keywords: Strategic Marketing, Positioning, market
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Palabras clave
MARKETING ESTRATEGICO, POSICIONAMIENTO, MERCADO