Investigación de mercado para el desarrollo de un plan publicitario del producto Set Xp para hormigón armado, para el sector de empresas del parque industrial Inmaconsa
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2015-05-21
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
Este trabajo se desarrolla en Anclafix Cía. Ltda., una empresa con experiencia en el mercado de la, construcción importadora y comercializadora de productos de anclajes y fijación de marca Simpson, donde se realizó una investigación de mercado en el parque Industrial Inmaconsa, parroquia Tarquí de la ciudad de Guayaquil siendo el objetivo de este trabajo de titulación posicionar la resina epoxica Set Xp en el mercado de la construcción. El problema de esta empresa es la falta de ventas y un control no adecuado en el manejo de inventarios, en especial con el producto Set Xp, no existe métodos o estrategias para llegar al cliente con publicidad o una buena atención al cliente, para así llegar a la cuota de mercado mensual, ya que no se hacen campañas de información sobre el producto Set Xp, lo que ocasiona que el producto sea relegado por la competencia, lo cual genera preocupación en la gerencia de la empresa al ver que no existe un posicionamiento en el mercado de la resina epoxica se percatan de no haber hecho lo apropiado para lograr la meta. Se desarrollará como propuesta un plan publicitario el cual permita lograr los objetivos planteados contribuyendo con el mejoramiento de la comunicación, se desarrollara una campaña publicitaria para incrementar la cuota de mercado y posicionar la resina epoxica Set Xp, se indicará la importancia de ejecutar una buena publicidad y beneficios para la empresa.
This work takes place in Anclafix Cia Ltda company with experience in the market for import and marketing of anchors and fixing of Simpson brand, where market research was conducted in the industrial park “Inmaconsa” parish “Tarquí” in Guayaquil city; the objective of this research work is the titration position the epoxy resin in September. The problem of this company is the lack of communication and an inadequate control of inventory management especially with this product in September, there were not any methods or strategies to reach customers with advertisement or a good attitude to the clients, to reach the monthly rental market, it wasn´t done any information campaigns about Set Xp product in September, that´s why this product to be relegated by competition which generates concern in the management of the company to see that there is no market positioning of the epoxy resin they realized that it was not doing appropriately to achieve the goal. The communication plan which would achieve the objectives contributing to the improvement of communication was developed as a proposal, several activities were developed to give training to the sales managers and customers, create the advertising campaign to increase market share and position of the epoxy resin in September importance of implementing good publicity and business benefits Anclafix Cia Ltd. indicated.
This work takes place in Anclafix Cia Ltda company with experience in the market for import and marketing of anchors and fixing of Simpson brand, where market research was conducted in the industrial park “Inmaconsa” parish “Tarquí” in Guayaquil city; the objective of this research work is the titration position the epoxy resin in September. The problem of this company is the lack of communication and an inadequate control of inventory management especially with this product in September, there were not any methods or strategies to reach customers with advertisement or a good attitude to the clients, to reach the monthly rental market, it wasn´t done any information campaigns about Set Xp product in September, that´s why this product to be relegated by competition which generates concern in the management of the company to see that there is no market positioning of the epoxy resin they realized that it was not doing appropriately to achieve the goal. The communication plan which would achieve the objectives contributing to the improvement of communication was developed as a proposal, several activities were developed to give training to the sales managers and customers, create the advertising campaign to increase market share and position of the epoxy resin in September importance of implementing good publicity and business benefits Anclafix Cia Ltd. indicated.
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PUBLICIDAD, SIMPSON, ANCLAFIX