Diseño de estrategias de marketing para la marca piqueo chips en la cuidad de Guayaquil, en el año 2019.
No hay miniatura disponible
Fecha
2019
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Soitgar es una empresa exportadora, lleva más de diecinueve años elaborando snack y productos congelados a base de plátanos para el mercado internacional como marca blanca, también tiene su propia marca Piqueo Chips, un snack creado para la venta en el mercado ecuatoriano pero de manera exclusiva a restaurantes que expenden cebiches y encebollados solo bajo pedidos; la empresa no cuenta con un departamento de marketing y menos un profesional que se encargue de los planes de marketing, así como del diseño de estrategias comunicación para el lanzamiento de la marca que quiere introducir al mercado, con la presente investigación concluyente se realizara la técnica de encuesta a una muestra de 384 extraída de la población de Guayaquil, a las que se les aplicó el cuestionario con 10 preguntas en escala de likert para conocer los gustos y preferencias de los potenciales consumidores, frecuencia de consumo del snack, adicionalmente se pudo verificar cuales son los posibles sabores que los consumidores prefieren. El objetivo es dar a conocer el producto a través de estrategias de comunicación y comercializar la marca Piqueo Chips en supermercados y tiendas de barrio dentro de la ciudad de Guayaquil.
Soitgar is an exporting company, has been elaborating snacks and frozen products based on bananas for the international market as a white brand, also has its own brand Piqueo Chips, a snack created for sale in the Ecuadorian market But exclusively to restaurants that dispense cebiches and encebollado only on orders; The company does not have a marketing department and less a professional who takes care of marketing plans, as well as the design of communication strategies for the launch of the brand that wants to enter the market, with this research Conclusively, the survey technique will be carried out to a sample of 384 extracted from the population of Guayaquil, to which they were applied the questionnaire with 10 questions in scale of Likert to know the tastes and preferences of the potential consumers, frequency of Consumption of the snack, in addition it could be verified which are the possible flavors that the consumers prefer. The objective is to make known the product through communication strategies and commercialize the brand Piqueo Chips in supermarkets and neighborhood stores within the city of Guayaquil.
Soitgar is an exporting company, has been elaborating snacks and frozen products based on bananas for the international market as a white brand, also has its own brand Piqueo Chips, a snack created for sale in the Ecuadorian market But exclusively to restaurants that dispense cebiches and encebollado only on orders; The company does not have a marketing department and less a professional who takes care of marketing plans, as well as the design of communication strategies for the launch of the brand that wants to enter the market, with this research Conclusively, the survey technique will be carried out to a sample of 384 extracted from the population of Guayaquil, to which they were applied the questionnaire with 10 questions in scale of Likert to know the tastes and preferences of the potential consumers, frequency of Consumption of the snack, in addition it could be verified which are the possible flavors that the consumers prefer. The objective is to make known the product through communication strategies and commercialize the brand Piqueo Chips in supermarkets and neighborhood stores within the city of Guayaquil.
Descripción
Palabras clave
COMERCIALIZACIÓN, COMUNICACIÓN, DISTRIBUCIÓN, ESTRATEGIAS Y SNACK DE PLÁTANOS