Estudio del mercado de la Unidad Naturista J.M, para la implementación de un plan promocional en la ciudad de Guayaquil.
Fecha
2019-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo se elabora con el propósito de conseguir un incremento en la cartera de clientes de la Unidad Naturista J.M., la cual lleva más de 5 años en el mercado y efectuando comercialización de productos naturales de marcas registradas, sin embargo no alcanza un aumento significativo de consumidores. La idea fundamental es lanzar un plan promocional para conseguir una aproximación con su público objetivo, el cual ha sido segmentado con anticipación, por ello, aquí se muestran los recursos a emplearse para dirigir la comunicación al target especifico y en base a eso ejecutar las estrategias planteadas para los próximos seis meses y alcanzar el objetivo propuesto, con ayuda de la información obtenida mediante la encuesta llevada a cabo a los clientes del negocio, así se pudo conocer lo que ellos gustan, prefieren y la percepción que tienen en cuanto al servicio brindado durante y después de la venta.
The present research is elaborated with the purpose to get a raise in the client list of the Naturist J. M. Unit, which has more than five years in the market, making the commercialization of natural products of registered brands, despite all this it does not reach a meaningful increase of consumers. The main idea to launch a promotional plan to get an approximation with it target audience, which has been segmented with anticipation, therefore, the resources to be implemented are shown to direct the communication to the specific target and based on that to execute the strategies for the next six months and reach the objective, that is how it could be known what they like, prefer and the perception that they have when it comes to given service during and after the purchase.
The present research is elaborated with the purpose to get a raise in the client list of the Naturist J. M. Unit, which has more than five years in the market, making the commercialization of natural products of registered brands, despite all this it does not reach a meaningful increase of consumers. The main idea to launch a promotional plan to get an approximation with it target audience, which has been segmented with anticipation, therefore, the resources to be implemented are shown to direct the communication to the specific target and based on that to execute the strategies for the next six months and reach the objective, that is how it could be known what they like, prefer and the perception that they have when it comes to given service during and after the purchase.
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INVESTIGACIÓN DE MERCADOS, COMPORTAMIENTO DEL CONSUMIDOR, MARKETING MIX, VENTAS
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