Influencia del marketing social en el posicionamienro de marca Fundación Kairós ubicada en el sector sur, Isla Trinitaria, del cantón Guayaquil
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El Marketing social en los contextos actuales es utilizado como una herramienta importante para poder incorporar nuevas actividades a nivel empresarial sean estas públicas o privadas, relacionadas con beneficios para diversos grupos de interés. La finalidad de la presente investigación es poder determinar la influencia que posee el marketing social, en relación al posicionamiento de marca de la Fundación Kairós, para lo cual se realizó una investigación de mercado, utilizando métodos como la observación directa, en la cual se pudo notar que la Isla Trinitaria es un barrio donde se presenta gran cantidad de familias a cargo de varios infantes, que no presentan una calidad de vida de condiciones óptimas, además se llevó a cabo la encuesta aplicada a una muestra de los habitantes de la Isla Trinitaria, para luego realizar con los resultados obtenidos un análisis de la actual condición que presenta el sector, determinando de esta manera que un gran porcentaje de familias tiene ingresos que no cubren el sueldo básico, razón por la cual en muchos casos no pueden ofrecer a sus hijos la oportunidad de obtener el acceso a la educación. De esta manera surge la propuesta del diseño de un plan de Marketing Social, el mismo que engloba el uso del marketing mix como guía para lograr el objetivo fundamentado el cual consiste en ofrecer a la organización Fundación Kairós un adecuado posicionamiento de marca, para que los habitantes puedan participar en la misma siendo beneficiarios de uno de los ejes que mas importantes como es la educación permitiendo así beneficiar a muchos niños que residen en este sector.
The social Marketing in the current contexts is used as an important tool to be able to incorporate new activities into managerial level is these public or private, related to benefits for diverse groups of interest. The purpose of the present investigation is to be able to determine the influence that possesses the social marketing, in relation to the positioning brand of the Foundation Kairós, for which realized an investigation of market, using methods as the direct observation, in which it was possible to notice that the Island Trinity is a neighborhood where one presents great quantity of families at the expense of several children, who do not present a quality of life of ideal conditions, in addition there was carried out the survey applied to a sample of the inhabitants of the Island Trinity, Then to realize with the obtained results an analysis of the current condition that presents the sector, determining hereby that a great percentage of families has income that do not cover the basic salary, reason for which in many cases they cannot offer to his children the opportunity to obtain the access to the education. Here by their arises the offer of the design of a Social marketing plan, the same one that includes the use of the marketing mix as guide to achieve the based aim which consists of offering a suitable positioning of brand to the organization Foundation Kairós, in order that the inhabitants could take part in the same one being beneficiaries of one of the axes that more important since it is the education allowing to benefit this way many children who reside in this sector.
The social Marketing in the current contexts is used as an important tool to be able to incorporate new activities into managerial level is these public or private, related to benefits for diverse groups of interest. The purpose of the present investigation is to be able to determine the influence that possesses the social marketing, in relation to the positioning brand of the Foundation Kairós, for which realized an investigation of market, using methods as the direct observation, in which it was possible to notice that the Island Trinity is a neighborhood where one presents great quantity of families at the expense of several children, who do not present a quality of life of ideal conditions, in addition there was carried out the survey applied to a sample of the inhabitants of the Island Trinity, Then to realize with the obtained results an analysis of the current condition that presents the sector, determining hereby that a great percentage of families has income that do not cover the basic salary, reason for which in many cases they cannot offer to his children the opportunity to obtain the access to the education. Here by their arises the offer of the design of a Social marketing plan, the same one that includes the use of the marketing mix as guide to achieve the based aim which consists of offering a suitable positioning of brand to the organization Foundation Kairós, in order that the inhabitants could take part in the same one being beneficiaries of one of the axes that more important since it is the education allowing to benefit this way many children who reside in this sector.
Descripción
Palabras clave
MARKETING SOCIAL, ONG, RESPONSABILIDAD SOCIAL, ESTRATEGIAS