Diseño de estrategias de marketing experiencial para clientes de la heladería “Roll & Roll” en la Ciudad de Guayaquil
Fecha
2018
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Universidad de Guayaquil Facutad de Ciencias Administrativas
Resumen
El presente proyecto está dado por el principal motivo que en Ecuador aún no se prioriza al cliente como punto estratégico de partida para alcanzar el éxito y menos en el mercado de las heladerías, para asegurar dicho éxito se debe ofrecer innovación en el producto, pero sobre todo hacerle sentir al cliente que es importante. Eliminar que la relación consumidor y dependiente se resuma a un proceso de compra común es todo un reto con un final satisfactorio para ambas partes. Se pretende cambiar lo comúnmente conocido como “simple compra” para ofrecer una “experiencia de compra positiva” donde exista interacción amable entre los implicados, en la cual el cliente siempre recordará el momento de compra no solo por el producto sino por la vivencia y los servicios brindados en el establecimiento. con el fin de ser su primera opción de compra cuando piensen en helados. Con la finalidad de diseñar estrategias de marketing de experiencias para los clientes de la heladería Roll & Roll se realiza la presente investigación para conocer los gustos, deseos y opiniones de las personas que visitan dicha heladería, los cuales oscilan entre los 17 a 50 años de edad en el sector de la ciudadela Florida norte de la ciudad de Guayaquil perteneciente a la clase social media C- obteniendo una población de 600 personas cuya muestra a estudiar es de 234 clientes que visitan al mes el establecimiento, con la finalidad de conocer sus gustos y preferencias para entender su forma de consumo y brindarle nuevas innovaciones en el local. Para llegar a la propuesta se realizó entrevista a una emprendedora la cual aplica marketing experiencial en su establecimiento se trató temas como: proceso de compra positivo, soluciones de conflictos, consejos y estrategias utilizadas por ella en su negocio. Esta información sirvió para llevar a cabo la realización de focus group y confirmando la recolección de datos de la misma en las encuestas. Los resultados obtenidos permitieron tener una visión más amplia y proponer estrategias convincentes que ayuden a logar el objetivo de la propuesta.
This Project is given by the main reason that in Ecuador has not yet prioritized the Customer as a strategic starting point to achieve success and less in the market of ice cream, to ensure this success should be offered innovation in the product but above all make the Customer feel important. Eliminating the consumer and dependent realtionship from a common purchasing process is a challenge with a satisfactory ending for both partes. It is intended to change the commonly known as “simpe purchase” to offer a “positive shopping experience” Where there is friendly interation between those involved, in which the Customer Will always remenber the time of purchase not only for the product but for the experience and the services provided in the establishment, in order to be your firt purchase option when you think of ice cream. With the purpose of designing marketing strategies of experiences for the customers of the Roll & Roll ice cream shop, the present investigation is carried out to Know the tastes, desires and opinions of the people who visit this ice cream parlor, which oscillate between 17 and 50 year of age in the sector of the citadel Florida north of the city of Guayaquil belonging to the social class C- average ontaining POPULtion of 600 pepople whose sample to study is 234 customers who visit the establishment a month, in order to Know their tastes and preferences to understand their way of consumption and provide new innovations in the premises. To reach the proposal, an interview was conducted with an entrepreneur who applied experiential marketing in her establishment, and dealt with topics such as: positive purchasing process, conflicto solutions, advice and strategies used by her in her business. This information served to carry out the ralization of the focus group and confirmed the data colletion of the same in the surveys. The results obtained allowed to have a broader visión and to propose convincing strategies that help to achieve the pbjective of the proposal.
This Project is given by the main reason that in Ecuador has not yet prioritized the Customer as a strategic starting point to achieve success and less in the market of ice cream, to ensure this success should be offered innovation in the product but above all make the Customer feel important. Eliminating the consumer and dependent realtionship from a common purchasing process is a challenge with a satisfactory ending for both partes. It is intended to change the commonly known as “simpe purchase” to offer a “positive shopping experience” Where there is friendly interation between those involved, in which the Customer Will always remenber the time of purchase not only for the product but for the experience and the services provided in the establishment, in order to be your firt purchase option when you think of ice cream. With the purpose of designing marketing strategies of experiences for the customers of the Roll & Roll ice cream shop, the present investigation is carried out to Know the tastes, desires and opinions of the people who visit this ice cream parlor, which oscillate between 17 and 50 year of age in the sector of the citadel Florida north of the city of Guayaquil belonging to the social class C- average ontaining POPULtion of 600 pepople whose sample to study is 234 customers who visit the establishment a month, in order to Know their tastes and preferences to understand their way of consumption and provide new innovations in the premises. To reach the proposal, an interview was conducted with an entrepreneur who applied experiential marketing in her establishment, and dealt with topics such as: positive purchasing process, conflicto solutions, advice and strategies used by her in her business. This information served to carry out the ralization of the focus group and confirmed the data colletion of the same in the surveys. The results obtained allowed to have a broader visión and to propose convincing strategies that help to achieve the pbjective of the proposal.
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INNOVACIÓN, EXPERIENCIA, ESTRATEGIAS, SENTIDOS