Marketing de guerrilla para el posicionamiento de la marca total en los clientes ferreteros de la empresa Soyoda S.A. en la Ciudad de Guayaquil.
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Soyoda es una empresa que se dedica a la comercialización de los múltiples productos que
importa, entre ellos artículos de ferretería. En su portafolio apareció una nueva marca,
TOTAL en abril del 2017 ofreciendo herramientas eléctricas y manuales, la cual brinda
productos para desempeño profesional, siendo una marca nueva en el mercado y de
procedencia china presenta una mala percepción de parte de los usuarios finales, lo que aporta
al mal posicionamiento de la marca lo cual con lleva a las bajas ventas y a una baja
participación de mercado. Para esto se definirán las estrategias de marketing de guerrilla para
el posicionamiento de la marca TOTAL en los clientes ferreteros de la empresa Soyoda S.A.
de la Ciudad de Guayaquil, identificando estudios referentes a marcas de herramientas
eléctricas y como estas logaron posicionamiento en el mercado, elaborando un estudio sobre
la percepción de la marca en el mercado y poder desarrollar una propuesta de posicionamiento
de la misma. La metodología que se pondrá en marcha es la investigación tipo exploratoria
cuantitativa, para esto la empresa se trabajara con el 100% de los clientes ferreteros de la
empresa Soyoda de la ciudad de Guayaquil, contando con un total de 580 clientes de los
cuales 384 clientes se encuentran activos y esto servirá como muestra para la investigación a
realizar. El marketing de guerrilla es enfocado a pymes por ser una opción que utiliza pocos
recursos económicos se la sugiere a la empresa para que esta pueda ver los beneficios que le
puede traer este tipo de inversión , se le recomienda a la empresa dar un valor agregado a sus
marcas para que estas tengan presencia en el mercado ecuatoriano.
Soyoda is a company dedicated to the import and commercialization of the multiple products including articles of hardware store. In its portfolio appeared a new brand, TOTAL in April of 2017 offering electrical and manual tools, which provides products for professional performance, being a brand new in the market from China presents a bad perception on the part of the ending users, it which contributes to the bad positioning of the brand which leading to low sales and a low market share. The guerrilla marketing strategy that will be applied to the positioning of the brand will serve for the target audience to consider in Guayaquil, identifying studies related to brands of electric tools and how they achieved market positioning, elaborating a study on the perception of the brand In the market and to be able to develop a proposal of positioning of the same one. The methodology that will be implemented is quantitative exploratory type research, for this the company will work with 100% of the hardware customers of the company Soyoda of the city of Guayaquil, counting on a total of 580 clients of which 384 clients Are active and this will serve as a sample for the research to be done. Guerrilla ma1rketing is focused on SMEs as an option that uses few economic resources is suggested to the company so that it can see the benefits that can bring this type of investment, it is recommended to the company to give an added value to its brands so that they have presence in the Ecuadorian market.
Soyoda is a company dedicated to the import and commercialization of the multiple products including articles of hardware store. In its portfolio appeared a new brand, TOTAL in April of 2017 offering electrical and manual tools, which provides products for professional performance, being a brand new in the market from China presents a bad perception on the part of the ending users, it which contributes to the bad positioning of the brand which leading to low sales and a low market share. The guerrilla marketing strategy that will be applied to the positioning of the brand will serve for the target audience to consider in Guayaquil, identifying studies related to brands of electric tools and how they achieved market positioning, elaborating a study on the perception of the brand In the market and to be able to develop a proposal of positioning of the same one. The methodology that will be implemented is quantitative exploratory type research, for this the company will work with 100% of the hardware customers of the company Soyoda of the city of Guayaquil, counting on a total of 580 clients of which 384 clients Are active and this will serve as a sample for the research to be done. Guerrilla ma1rketing is focused on SMEs as an option that uses few economic resources is suggested to the company so that it can see the benefits that can bring this type of investment, it is recommended to the company to give an added value to its brands so that they have presence in the Ecuadorian market.
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MARKETING DE GUERRILLA, POICIONAMIENTO DE MARCA, ESTRATEGIAS