Análisis del nivel de Reconocimiento de la marca de Productos Naturales Labmac S.A en la cuidad de Guayaquil para la creación de un Plan de Comunicación
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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LABMAC S.A. tiene como respaldo 10 años de experiencia en el mercado de productos naturales. Este se encuentra ubicado en la ciudad de Guayaquil con dos oficinas y área de producción, siendo la matriz en la Cdla. Brisas del Río y su sucursal en Mapasingue Oeste. Esta empresa se dedica a la fabricación y comercialización de productos medicinales naturales para la población en general, y principalmente jarabes para la prevención de diferentes enfermedades. En la actualidad la empresa no cuenta con herramientas de mercadotecnia que orienten al consumidor potencial al reconocimiento de la marca y sus productos para que de esta manera haga uso de los mismos y no se dirija a la competencia. Al no mostrarse al mercado de forma más eficiente, su nivel competitivo es reducido, lo que le hace no alcanzar mayores porcentajes de participación y ventas dentro de este sector de productos naturales que en la ciudad es de gran acogida. La falta de implementación de estrategias reales de mercadotecnia basadas en el comportamiento del consumidor por parte de la gerencia, han ocasionado que LABMAC no tenga el suficiente crecimiento en el mercado ecuatoriano en comparación con su competencia como Nature’s Garden, Laboratorios Johnson, Omnilife, Herbalife, que poseen gran trayectoria en el mercado y reconocimiento de marca. A través de la presente investigación acerca del posicionamiento del mercado, los autores podrán identificar los principales competidores y productos con más acogida entre los consumidores. Además, se busca que este plan estratégico sirva como guía para otras Mipymes fabricantes para la mejora de su productividad e incentivar la matriz productiva que busca el país en la actualidad.
LABMAC S.A. It is guaranteed by 10 years of experience in the natural products market. This is located in the city of Guayaquil two offices and production area, with the matrix in Cdla. Brisas del Rio and its branch in Mapasingue West. This company is dedicated to the manufacture and marketing of natural medicinal products to the general population, mainly syrups and prevention of different diseases. Currently the company does not have marketing tools to guide the potential consumer recognition of the brand and its products to thereby make use of them and not directed to the competition. By failing to market more efficient, competitive level is reduced causing him to not reach higher percentages of participation and sales within the natural products industry in the city is very welcome. The lack of actual implementation of marketing strategies based on consumer behavior on the part of management, have caused LABMAC not have enough growth in the Ecuadorian market compared to its competition as Nature’s Garden, Johnson Laboratories, Omnilife, Herbalife, which have great experience in the market and brand recognition. Through this research about market positioning, the authors can identify key competitors and products more popular among consumers. In addition, it is intended that this strategic plan will serve as a guide for other MSMEs manufacturers to improve productivity and encourage productive matrix seeking country today.
LABMAC S.A. It is guaranteed by 10 years of experience in the natural products market. This is located in the city of Guayaquil two offices and production area, with the matrix in Cdla. Brisas del Rio and its branch in Mapasingue West. This company is dedicated to the manufacture and marketing of natural medicinal products to the general population, mainly syrups and prevention of different diseases. Currently the company does not have marketing tools to guide the potential consumer recognition of the brand and its products to thereby make use of them and not directed to the competition. By failing to market more efficient, competitive level is reduced causing him to not reach higher percentages of participation and sales within the natural products industry in the city is very welcome. The lack of actual implementation of marketing strategies based on consumer behavior on the part of management, have caused LABMAC not have enough growth in the Ecuadorian market compared to its competition as Nature’s Garden, Johnson Laboratories, Omnilife, Herbalife, which have great experience in the market and brand recognition. Through this research about market positioning, the authors can identify key competitors and products more popular among consumers. In addition, it is intended that this strategic plan will serve as a guide for other MSMEs manufacturers to improve productivity and encourage productive matrix seeking country today.
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COMUNICACIÓN COMERCIAL, CAMPAÑA PUBLICA, COMPORTAMIENTO DEL CONSUMIDOR