Benchmarking como estrategia del branding en el mercado de desodorantes naturales en Guayaquil.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
La presente investigación estudia el Benchmarking como estrategia del branding en el
mercado de desodorantes naturales en Guayaquil, con el objetivo de analizar la gestión
de Benchmarking como estrategia de posicionamiento en el mercado de desodorantes
naturales a través del branding; se mencionan temas que ayudan a tener un concepto más
explícito sobre el proceso benchmarking, qué es y cómo se aplica, cuáles son las marcas
de desodorantes que más predominan en el norte de Guayaquil y porqué los consumidores
están buscando productos más sustentables y saludables, . Todo esto utilizando las
debidas herramientas de investigación, con un enfoque netamente cualitativo; a través de
entrevistas, grupos focales y fichas de observación se obtuvieron datos que luego fueron
analizados e interpretados, dónde se evidenció la poca información que este mercado
ofrece, que no se abren paso en el mercado por el impacto que tienen las marcas
comerciales, o el poco conocimiento que los consumidores tienen sobre si es seguro o no
dejar el producto al que estaban acostumbrados. Por otro lado, se conoció lo que los
consumidores piensan de este producto en cuanto a precio, función, etc. Finalmente, con
la información obtenida, se ofrecen una serie de conclusiones y así mismo
recomendaciones.
This research studies Benchmarking as a branding strategy in the natural deodorant market in Guayaquil, with the aim of analyzing Benchmarking management as a positioning strategy in the natural deodorant market through branding; topics are mentioned that help to have a more explicit concept about the benchmarking process, what it is and how it is applied, which are the most predominant deodorant brands in the north of Guayaquil and why consumers are looking for more sustainable and healthy products, . All this using the proper research tools, with a purely qualitative approach; Through interviews, focus groups and observation sheets, data were obtained that were later analyzed and interpreted, where the little information that this market offers was evidenced, that they do not make their way into the market due to the impact that commercial brands have, or the little knowledge that consumers have about whether or not it is safe to give up the product they were used to. On the other hand, it was known what consumers think of this product in terms of price, function, etc. Finally, with the information obtained, a series of conclusions and recommendations are offered
This research studies Benchmarking as a branding strategy in the natural deodorant market in Guayaquil, with the aim of analyzing Benchmarking management as a positioning strategy in the natural deodorant market through branding; topics are mentioned that help to have a more explicit concept about the benchmarking process, what it is and how it is applied, which are the most predominant deodorant brands in the north of Guayaquil and why consumers are looking for more sustainable and healthy products, . All this using the proper research tools, with a purely qualitative approach; Through interviews, focus groups and observation sheets, data were obtained that were later analyzed and interpreted, where the little information that this market offers was evidenced, that they do not make their way into the market due to the impact that commercial brands have, or the little knowledge that consumers have about whether or not it is safe to give up the product they were used to. On the other hand, it was known what consumers think of this product in terms of price, function, etc. Finally, with the information obtained, a series of conclusions and recommendations are offered
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Palabras clave
BERCHMARKETING, BRANDING, MARCAS, CONSUMIDOR
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