Diseño de campaña promocional para impulsar la marca María José de la laboratorio Quiroz en la Ciudad de Guayaquil
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
A continuación se presenta el proyecto de investigación, el cual propone un diseño
de campaña promocional para impulsar la marca María José del Laboratorio José Quiroz.
Este proyecto plantea una serie de estrategias acompañadas de un bagaje de tácticas
de marketing que se han esquematizado basado en sus costos y la duración de su
exposición en el mercado. Durante la realización del presente proyecto, los tipos de
investigación que se utilizaron para este estudio fueron Descriptivo y Explicativo, para la
recopilación de información primaria y secundaria. En la fase de investigación de
mercado se aplicó dos instrumentos de recopilación de datos, se formuló una encuesta
con 9 preguntas y se la realizó a la población económicamente activa de la ciudad de
Guayaquil y para la entrevista se formularon de 5 a 6 preguntas y se entrevistaron a 5
personas claves relacionadas con el Laboratorio Quiroz y profesionales de Marketing. El
estudio realizado arrojó como resultado que el Laboratorio José Quiroz no posee
reconocimiento de marca de ninguna índole en el mercado guayaquileño, los
consumidores de la marca María José corroboran que los productos son de calidad pero
que su publicidad es muy pobre y no llega a las personas, por ende no se les hace familiar
la marca y no buscan o ambicionan consumirla. El Laboratorio Quiroz es una compañía
nacional que ofrece y comercializa al mercado productos cosméticos de calidad a precios
accesibles sin sacrificar presentación o la naturaleza de los beneficios que ofrecen los
mismos.
In the following research project which proposes a design of a promotional campaign to promote the brand Maria Jose from Quiroz Laboratory. This project come up with a number of strategies accompanied by a wealth of marketing tactics, these have been outlined based on their cost and duration of exposure in the market. During the implementation of this project, the types of research that were used for this study, were Descriptive and Explanatory method, especially for collecting primary and secondary information. In the phase of Market Research two techniques of data collection were applied, a survey with 9 questions was formulated and was made to the economically active population of the city of Guayaquil and the interview was made with 5 to 6 questions and 5 people related to the Quiroz Laboratory and Marketing professionals were interviewed. The results that the study dropped that Quiroz Laboratory has no brand recognition of any kind in the market of Guayaquil, consumers of the Maria Jose brand, confirm that the products are quality but the advertising is very poor and does not reach people, therefore they don’t recognized the brand and does not seek or aspire to consume. The Quiroz Laboratory is a national company that offers and sells quality cosmetics products at affordable prices without sacrificing presentation or the nature of the benefits offered by them.
In the following research project which proposes a design of a promotional campaign to promote the brand Maria Jose from Quiroz Laboratory. This project come up with a number of strategies accompanied by a wealth of marketing tactics, these have been outlined based on their cost and duration of exposure in the market. During the implementation of this project, the types of research that were used for this study, were Descriptive and Explanatory method, especially for collecting primary and secondary information. In the phase of Market Research two techniques of data collection were applied, a survey with 9 questions was formulated and was made to the economically active population of the city of Guayaquil and the interview was made with 5 to 6 questions and 5 people related to the Quiroz Laboratory and Marketing professionals were interviewed. The results that the study dropped that Quiroz Laboratory has no brand recognition of any kind in the market of Guayaquil, consumers of the Maria Jose brand, confirm that the products are quality but the advertising is very poor and does not reach people, therefore they don’t recognized the brand and does not seek or aspire to consume. The Quiroz Laboratory is a national company that offers and sells quality cosmetics products at affordable prices without sacrificing presentation or the nature of the benefits offered by them.
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Palabras clave
POSICIONAMIENTO, MARCA, COMPAÑIA PROMOCIONAL, PLAN DE MEDIOS