Diseño de un plan de marketing para la comercialización de leche a base de semillas de girasol en una empresa de consumo masivo en Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
RESUMEN
El presente trabajo de investigación es para concientizar la importancia de las bebidas
vegetales, donde tenemos la oportunidad de mejorar nuestro estilo de vida y más aún en
nuestro país siendo una tierra rica en muchas frutas y hortalizas. Hoy en día se vive un
mundo globalizado donde en internet encontramos tantas diversidades de productos
complementarios pero aun así se no es complicado ajustarlo a nuestra rutina.
El propósito de nuestra propuesta es profundizar una bebida que reemplace la lactosa y
oferte la misma cantidad de potasio y calcio la cual la podemos encontrar en la leche a
base de semillas de girasol, que además de brindar los mismo beneficio que una leche
natural esta ayuda a muchas personas en general como son los deportista, mujeres en
periodo de embarazo, es buena para la prevención de enfermedades catastróficas como la
diabetes y el cáncer.
Gracias a la vitamina B3 o más conocida como ácido fólico, el consumo de la semilla de
girasol es mayormente recomendado en los primeros meses de gestación debido a ayuda a
disminuir malformaciones en el feto y más aún lo más conocido como labio leporino,
indagaciones revelan que con tan sólo consumir 0,4 miligramos de esta vitamina reduce un
tercio del riesgo de esta malformación.
A través de las encuestas realizadas se pudo constatar que el lanzamiento de esta bebida
vegetal tendrá una gran acogida, en primer lugar por su precio en comparación con otras
leches vegetales que ofrezcan el mismo beneficio y segundo porque es una bebida que no
contiene ninguna cantidad de lactosa, a medida que se iba realizando este estudio de
campo los encuestados comentaban que muchos de ellos eran intolerante a la lactosa por lo
cual evitan consumir cualquier tipo de lácteos , para así de esta manera evitar cualquier tipo
de enfermedad.
La manera de llegar a los consumidores será por muchos medios visuales y auditivos
para así de esta manera logra a tener la mayor apreciación del mercado aplicando las
mejores técnicas de marketing mix.
The present research work is to raise awareness of the importance of vegetable drinks, where we have the opportunity to improve our lifestyle and even more in our country being a land rich in many fruits and vegetables. Today a globalized world is lived where on the internet we find so many diversities of complementary products but even so it is not complicated to adjust it to our routine. The purpose of our proposal is to deepen a drink that replaces the lactose and offers the same amount of potassium and calcium which can be found in milk based on sunflower seeds, which in addition to providing the same benefit as a natural milk helps Many people in general, such as athletes, women during pregnancy, are good at preventing catastrophic illnesses such as diabetes and cancer. Thanks to vitamin B3 or better known as folic acid, the consumption of sunflower seed is recommended in the first months of pregnancy because it helps to reduce malformations in the fetus and, even more so, the cleft lip, inquiries reveal that with only consume 0.4 milligrams of this vitamin reduces a third of the risk of this malformation. Through the surveys conducted it was found that the launch of this vegetable drink will be very well received, firstly for its price in comparison with other vegetable milks that offer the same benefit and secondly because it is a beverage that does not contain any amount of lactose, as this field study was carried out, respondents commented that many of them were lactose intolerant, which is why they avoid consuming any type of dairy products, in order to avoid any type of disease. The way to reach consumers will be by many visual and auditory means so that in this way he manages to have the greatest appreciation of the market applying the best marketing mix techniques.
The present research work is to raise awareness of the importance of vegetable drinks, where we have the opportunity to improve our lifestyle and even more in our country being a land rich in many fruits and vegetables. Today a globalized world is lived where on the internet we find so many diversities of complementary products but even so it is not complicated to adjust it to our routine. The purpose of our proposal is to deepen a drink that replaces the lactose and offers the same amount of potassium and calcium which can be found in milk based on sunflower seeds, which in addition to providing the same benefit as a natural milk helps Many people in general, such as athletes, women during pregnancy, are good at preventing catastrophic illnesses such as diabetes and cancer. Thanks to vitamin B3 or better known as folic acid, the consumption of sunflower seed is recommended in the first months of pregnancy because it helps to reduce malformations in the fetus and, even more so, the cleft lip, inquiries reveal that with only consume 0.4 milligrams of this vitamin reduces a third of the risk of this malformation. Through the surveys conducted it was found that the launch of this vegetable drink will be very well received, firstly for its price in comparison with other vegetable milks that offer the same benefit and secondly because it is a beverage that does not contain any amount of lactose, as this field study was carried out, respondents commented that many of them were lactose intolerant, which is why they avoid consuming any type of dairy products, in order to avoid any type of disease. The way to reach consumers will be by many visual and auditory means so that in this way he manages to have the greatest appreciation of the market applying the best marketing mix techniques.
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EMPRENDIMIENTO, PROCESO, PRODUCTIVIDAD Y GIRASOL