Nuevos segmentos de mercado para la comercialización de las rosas Ecuatorianas desechadas del sector del Cotopaxi.
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
INTRODUCCIÓN. Muchas rosas cultivadas en Cotopaxi son desechadas porque no entran en las características necesarias para ser exportadas, ya que al momento de clasificarlas no cumplen con la selección del largo y (o) del tamaño del botón, estos productos son perecibles y no soporta más de diez días de bodegaje. OBJETIVO. Se planteo el explorar nuevos mercados de consumo para las rosas ecuatorianas desechadas del sector de Cotopaxi. METODOLOGÍA. Se hizo un estudio de enfoque mixto con entrevistas y encuestas a personas en Facebook que habrían utilizado el #floresecuador, la muestra se calculó en 364 personas. RESULTADOS. Se encontró que el canal regular de venta es la florería y que lo secunda los supermercados. Se diseñó un plan de marketing con estrategias push en la comunicación, alcanzó un costo beneficio de 41 centavos por dólar invertido.
INTRODUCTION. Many roses grown in Cotopaxi are discarded because they do not meet the necessary characteristics to be exported, since at the time of classifying them they do not comply with the selection of the length and (or) of the size of the button, these products are perishable and do not support more than ten days of storage. TARGET. It was proposed to explore new consumer markets for the discarded Ecuadorian roses from the Cotopaxi sector. METHODOLOGY. A mixed focus study was carried out with interviews and surveys of people on Facebook who would have used #flowers, the sample was calculated in 364 people. RESULTS. It was found that the regular sales channel is the flower shop and that it is supported by supermarkets. A marketing plan was designed with push strategies in communication, it reached a cost benefit of 41 cents per dollar invested.
INTRODUCTION. Many roses grown in Cotopaxi are discarded because they do not meet the necessary characteristics to be exported, since at the time of classifying them they do not comply with the selection of the length and (or) of the size of the button, these products are perishable and do not support more than ten days of storage. TARGET. It was proposed to explore new consumer markets for the discarded Ecuadorian roses from the Cotopaxi sector. METHODOLOGY. A mixed focus study was carried out with interviews and surveys of people on Facebook who would have used #flowers, the sample was calculated in 364 people. RESULTS. It was found that the regular sales channel is the flower shop and that it is supported by supermarkets. A marketing plan was designed with push strategies in communication, it reached a cost benefit of 41 cents per dollar invested.
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ROSAS, ECUADOR, DESPERDICIO EN PRODUCCIÓN, REUTILIZACIÓN DE PRODUCTO