Creación de un plan estratégico para la comercialización de la cerveza artesanal marca frigga de la empresa frigga brewing ubicado en el sector norte de la Ciudad de Guayaquil
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
FRIGGA es una cerveza artesanal que tiene aproximadamente 6 meses en el
mercado guayaquileño y que es elaborado por la empresa FRIGGA BREWING y
actualmente cuenta con un único canal de distribución que son bares y discotecas,
a razón de que no ha sido conocida y mucho menos se ha posicionado en el mercado
debido a la falta de una correcta planificación estratégica para su comercialización,
lo cual es el principal problema de esta cerveza artesanal. El objetivo de la
investigación es establecer un plan estratégico de comercialización para el alcance
de la cerveza artesanal FRIGGA a otros sectores del mercado cervecero, y de lo
cual se obtuvieron resultados como que Monkey’s brew es la más conocida entre
los que han escuchado de la cerveza artesanal siendo la referencia de una marca
líder y que el 96% de los encuestados totales mencionaron que si tendrían en
consideración la compra y consumo de la cerveza artesanal marca Frigga al
conocerla un poco más; también la observan con la opción de encontrarla en tiendas
y autoservicios como una mejor alternativa para compra regular. El uso de
marketing permite crear estrategias comerciales basadas en las necesidades del
consumidor que hacen más fácil captar su atención y posteriormente persuadirlos
para que accedan al producto que se ofrece; la implementación de las herramientas
que ésta brinda son claves para crear la comunicación en un plan estratégico de
comercialización dirigido a los consumidores cerveceros del sector norte de
Guayaquil y así erradicar con el problema existente.
FRIGGA is a craft beer is about 6 months in the citizen of Guayaquil market and is prepared by the company FRIGGA BREWING and currently has a unique distribution channel are bars and discos, a rate that has not been known much less it has positioned itself in the market due to lack of proper strategic planning for marketing, which is the main problem of this microbrew. The objective of the research is to establish a strategic marketing plan for the scope of the microbrew FRIGGA to other sectors of the beer market, and which results were obtained like Monkey's brew is the best known among those who have heard of the beer artisan reference being a leading brand and 96% of total respondents mentioned that if they would consider the purchase and consumption of craft beer brand Frigga to know a little more; also observed with the option to find in shops and supermarkets as a better alternative to regular purchase. The use of marketing enables you to create trading strategies based on consumer needs that make it easier to get their attention and then persuade them to access the product offered; the implementation of the tools it provides are key to creating communication in a strategic marketing plan aimed at consumers brewers northern Guayaquil sector and thus eliminate the existing problem.
FRIGGA is a craft beer is about 6 months in the citizen of Guayaquil market and is prepared by the company FRIGGA BREWING and currently has a unique distribution channel are bars and discos, a rate that has not been known much less it has positioned itself in the market due to lack of proper strategic planning for marketing, which is the main problem of this microbrew. The objective of the research is to establish a strategic marketing plan for the scope of the microbrew FRIGGA to other sectors of the beer market, and which results were obtained like Monkey's brew is the best known among those who have heard of the beer artisan reference being a leading brand and 96% of total respondents mentioned that if they would consider the purchase and consumption of craft beer brand Frigga to know a little more; also observed with the option to find in shops and supermarkets as a better alternative to regular purchase. The use of marketing enables you to create trading strategies based on consumer needs that make it easier to get their attention and then persuade them to access the product offered; the implementation of the tools it provides are key to creating communication in a strategic marketing plan aimed at consumers brewers northern Guayaquil sector and thus eliminate the existing problem.
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Palabras clave
CERVEZA, COMUNICACIÓN ESTRETÉGICA, COMPORTAMIENTO DEL CONSUMIDOR, ESTUDIO DE MERCADO