Diseño de estrategias de marketing mix para la marca Soo’AE en la Ciudad de Guayaquil en el año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El cuidado de la piel, especialmente el que está enfocado al rosto, ha ganado popularidad en los últimos. De hecho, se han creado regímenes de belleza, como el K-Beauty, que han ganado adeptos alrededor del mundo, y Ecuador no es la excepción. El presente proyecto tiene como objetivo posicionar la marca surcoreana Soo’AE y sus mascarillas faciales ecológicas y naturales que han ingresado al mercado guayaquileño durante el último año.
Se estableció como objetivo el sustentar la teoría que relacione el marketing mix y el posicionamiento de productos ecoamigables. Se realizó una análisis de micro y macroentorno de la marca, con lo que pudo definir las amenazas y oportunidades que tiene en el mercado. Se estudió la tendencia y los patrones de consumo de las mujeres jóvenes con respecto a la compra de productos de belleza ecológicos. Esta información sirvió para elaborar estrategias de marketing que permitan posicionar Soo’AE en el mercado
Skin care, especially the one that is focused on the face, has won frequent in recent years. In fact, beauty regimes have been created, such as K-Beauty, which have gained adherents around the world, and Ecuador is no exception. This project aims to position the South Korean brand Soo’AE and its ecological and natural facial masks that have entered the Guayaquil market during the last year. The objective was to support the theory that relates to the marketing mix and the positioning of eco-friendly products. A micro and macro environment analysis of the brand was carried out, which could define the threats and opportunities it has in the market. The trend and consumption patterns of young women regarding the purchase of organic beauty products were studied. This information served to develop marketing strategies that could position Soo’AE in the market
Skin care, especially the one that is focused on the face, has won frequent in recent years. In fact, beauty regimes have been created, such as K-Beauty, which have gained adherents around the world, and Ecuador is no exception. This project aims to position the South Korean brand Soo’AE and its ecological and natural facial masks that have entered the Guayaquil market during the last year. The objective was to support the theory that relates to the marketing mix and the positioning of eco-friendly products. A micro and macro environment analysis of the brand was carried out, which could define the threats and opportunities it has in the market. The trend and consumption patterns of young women regarding the purchase of organic beauty products were studied. This information served to develop marketing strategies that could position Soo’AE in the market
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MARKETING, SOO’AE, CUIDADO DE PIEL, MASCARILLAS