Diseño de estrategias de marketing para la marca de energizante “Volt” en la ciudad de Guayaquil
Fecha
2018
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Universidad de Guayaquil Facutad de Ciencias Administrativas
Resumen
El presente proyecto de titulación tiene como objetivo diseñar estrategias de marketing para la marca de energizante “Volt” en la ciudad de Guayaquil con la finalidad de potenciar el reconocimiento, recordación y posicionamiento junto con las 4P’s del marketing para la bebida energizante. La metodología aplicada en el proceso de investigación fue exploratoria a través de técnicas e instrumentos de investigación cualitativa mediante la realización de dos entrevistas a profundidad efectuadas al Gerente de marca de AJEcuador S.A. y a una experta en marketing de bebidas. Adicional, se realizó una sesión de grupo focal enfocado al perfil del consumidor de bebidas energéticas. Finalmente, se realiza una investigación descriptiva mediante la realización de encuestas a un grupo estratificado de personas que consumen bebidas energizantes, con la cual se obtuvo resultados que cumplieron con los objetivos planteados en el proyecto. Con dicha información se llevó a cabo el desarrollo de las estrategias de marketing para lograr impulsar el reconocimiento de la marca “Volt” para el periodo 2018-2019 tomando en cuenta las conclusiones y recomendaciones planteadas en el contenido.
The present project has the objective of design marketing strategies for the "Volt" brand of energizer in the city of Guayaquil with the purpose of promoting the recognition, remembrance and positioning together with the 4P's of the marketing for the energizing drink. The methodology applied in the research process was exploratory through techniques and instruments of qualitative research through two in-depth interviews conducted with the Brand Manager of AJEcuador S.A. and an expert in beverage marketing. Additionally, a focus group session focused on the profile of the consumer of energy drinks. Finally, a descriptive research is carried out by conducting surveys to a stratified group of people who consume energy drinks, with which results were obtained that met the objectives set in the project. With this information was carried out the development of marketing strategies to achieve boost the recognition of the brand "Volt" for the period 2018-2019 taking into account the conclusions and recommendations raised in the content.
The present project has the objective of design marketing strategies for the "Volt" brand of energizer in the city of Guayaquil with the purpose of promoting the recognition, remembrance and positioning together with the 4P's of the marketing for the energizing drink. The methodology applied in the research process was exploratory through techniques and instruments of qualitative research through two in-depth interviews conducted with the Brand Manager of AJEcuador S.A. and an expert in beverage marketing. Additionally, a focus group session focused on the profile of the consumer of energy drinks. Finally, a descriptive research is carried out by conducting surveys to a stratified group of people who consume energy drinks, with which results were obtained that met the objectives set in the project. With this information was carried out the development of marketing strategies to achieve boost the recognition of the brand "Volt" for the period 2018-2019 taking into account the conclusions and recommendations raised in the content.
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Palabras clave
ESTRATEGIAS, MARKETING MIX, RECONOCIMIENTO DE MARCA, ENERGIZANTES