Diseño de estrategia de comercialización de galletas a base de chochos en escuela de sector norte de la Ciudad de Guayquil
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En la actualidad, las personas han cambiado totalmente su estilo de vida sano, ahora nos encontramos en un día a día sedentario, en una mala alimentación constante, en reemplazar un snack nutritivo, por un snack de comida chatarra. El objetivo del presente proyecto es diseñar estrategias de comercialización de galletas a base de chochos en las escuelas del sector norte de la ciudad de Guayaquil, cuya finalidad es presentar un snack nutritivo directo a la mesa, alacena, mochila de cada persona, y así regresar a las buenas costumbre en cuanto a la alimentación, con un producto que ofrece tantos beneficios como minerales, vitaminas, calcio y beneficios medicinales como lo es para personas intolerantes a la lactosa, o en personas con diabetes. Para determinar estas estrategias, se ha planteado realizar diferentes estudios donde se ha tomado como referencia a dos colegios: la Escuelita Fiscal Nº 247 Lcdo. Carlos Garbay Montesdeoca donde y el colegio particular “Santo Domingo de Guzmán”, en los cuales se ha llevado a cabo dos herramientas como los son: las encuestas, y las entrevistas a los representantes de los alumnos, a maestros y a directores de los respectivos colegios, en donde se determinó el nivel de conocimiento acerca de la materia prima, el chocho, y sus beneficios, en los resultados se demostró el total desconocimiento por parte de los encuestados, por ende se recomienda realizar las diferentes estrategias tales como: de precio, de plaza, la publicidad tan necesaria en un producto que no es conocido, para conseguir los resultados obtenidos a futuro como que llegue a grandes supermercados.
Nowadays, people have totally changed their healthy lifestyle, now we are in a sedentary day to day, in a constant poor diet, in replacing a nutritious snack, for a snack of junk food. The objective of this project is to design marketing strategies for cookies based on chochos in schools in the northern sector of the city of Guayaquil, whose purpose is to present a nutritious snack directly to the table, cupboard, backpack of each person, and thus return to good habits in terms of food, with a product that offers as many benefits as minerals, vitamins, calcium and medicinal benefits as it is for people intolerant to lactose, or in people with diabetes. To determine these strategies, it has been proposed to carry out different studies where two schools have been taken as reference: La Escuelita Fiscal Nº 247 Lcdo. Carlos Garbay Montesdeoca where and the private school "Santo Domingo de Guzmán", in which two tools have been carried out, such as: surveys, and interviews with the representatives of the students, teachers and directors of the respective schools , where the level of knowledge about the raw material, the lupine, and its benefits was determined, the results showed the total ignorance on the part of the respondents, therefore it is recommended to perform the different strategies such as: price, of place, the publicity so necessary in a product that is not known, to achieve the results obtained in the future as it reaches large supermarkets.
Nowadays, people have totally changed their healthy lifestyle, now we are in a sedentary day to day, in a constant poor diet, in replacing a nutritious snack, for a snack of junk food. The objective of this project is to design marketing strategies for cookies based on chochos in schools in the northern sector of the city of Guayaquil, whose purpose is to present a nutritious snack directly to the table, cupboard, backpack of each person, and thus return to good habits in terms of food, with a product that offers as many benefits as minerals, vitamins, calcium and medicinal benefits as it is for people intolerant to lactose, or in people with diabetes. To determine these strategies, it has been proposed to carry out different studies where two schools have been taken as reference: La Escuelita Fiscal Nº 247 Lcdo. Carlos Garbay Montesdeoca where and the private school "Santo Domingo de Guzmán", in which two tools have been carried out, such as: surveys, and interviews with the representatives of the students, teachers and directors of the respective schools , where the level of knowledge about the raw material, the lupine, and its benefits was determined, the results showed the total ignorance on the part of the respondents, therefore it is recommended to perform the different strategies such as: price, of place, the publicity so necessary in a product that is not known, to achieve the results obtained in the future as it reaches large supermarkets.
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Palabras clave
DISEÑO, ESTRATEGIA, GALLETA, CHOCHO