Estrategias de marketing social- relacional para promover el reciclaje de vidrio en la ciudad de Guayaquil impulsada por Novared 2016
Fecha
2016
Autores
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Universidad de Guayaquil
Resumen
Novared S.A., es una empresa dedicada a promover el compromiso ambiental a través de la comercialización de productos reciclados, actualmente incursionó en el reciclaje de vidrio, sin embargo la falta de información y conocimiento ha ocasionado el poco interés que existe en la ciudadanía para reciclar este producto.
Una vez efectuado el análisis de situación actual, donde se recabó información veraz y adecuada a los centros de acopio y los recicladores; se consideró dicha información la base para proponer mejoras de solución que permitan estructurar de mejor manera las estrategias de Marketing Social -Relacional.
Adicionalmente, el análisis del trabajo realizado, ha demostrado la importancia que tiene implica difundir información acerca del reciclaje de vidrio, explicando su importancia y beneficios tanto para el medio ambiente así como los réditos económicos que genera el recolectar dicho material.
Se presentó al detalle las estrategias de Marketing Social-Relacional que se implementarán para incentivar la recolección del material de vidrio un análisis financiero mostrando el detalle de los costos en los que incurre la implementación de las estrategias de promoción y se estima recuperar el presupuesto invertido en el plazo de un año y una variación del 19.24% entre el incremento en ventas en dólares por toneladas reflejado en un valor de $15.840, 00 versus el costo de la campaña BTL $ 3047,74
Novared S.A. is a company dedicated to promoting the environmental commitment through the sale of recycled products which currently entered in the recycling of glass; however the lack of information and knowledge has caused the lack of interest that exists in the public to recycle this product. Once the analysis of the current situation, where collected information accurate and adequate to the recycling companies and recyclers; It was considered such information base to propose solution improvements that enable structured better promotion strategies that took place. In addition, the analysis of the work done, has shown the importance that has means to disseminate information about the recycling of glass, explaining its importance and benefits for the environment as well as economic revenues generated by gathering the material. Arose to detail the strategies that will be implemented to encourage the collection of glassware a financial analysis showing the detail of costs that incur the implementation of strategies to promote and is estimated to recover the budget invested in the term of one year and a 19, 24% variation between the increase in sales in dollars per ton reflected at a value of $15.840, 00 versus the cost of the campaign BTL $ 3.047,74.
Novared S.A. is a company dedicated to promoting the environmental commitment through the sale of recycled products which currently entered in the recycling of glass; however the lack of information and knowledge has caused the lack of interest that exists in the public to recycle this product. Once the analysis of the current situation, where collected information accurate and adequate to the recycling companies and recyclers; It was considered such information base to propose solution improvements that enable structured better promotion strategies that took place. In addition, the analysis of the work done, has shown the importance that has means to disseminate information about the recycling of glass, explaining its importance and benefits for the environment as well as economic revenues generated by gathering the material. Arose to detail the strategies that will be implemented to encourage the collection of glassware a financial analysis showing the detail of costs that incur the implementation of strategies to promote and is estimated to recover the budget invested in the term of one year and a 19, 24% variation between the increase in sales in dollars per ton reflected at a value of $15.840, 00 versus the cost of the campaign BTL $ 3.047,74.
Descripción
Palabras clave
ESTRATEGIA DE PROMOCIÓN, RECICLAJE DE VIDRIO, CAMPAÑA BTL, COMPROMISO AMBIENTAL