Pian de Marketing Hitiguería Delicias'
Li
ÍNDICE
RESUMEN EJ E C UTI VO INTRODUCCIÓN
I.ANÁLISIS DE LA SITUACIÓN
!
1.1. ANÁLISIS ANÁLISIS DEL SECTOR 1.2. 1.2 . ANÁLISIS DE LA EMPRESA 1.3. ANÁLISIS DE LA COMPETENCIA... COMPETEN CIA... ........................ ..................................... ......................... ......................... ................ ...8 8 1.4. RESUMEN DEL ANÁLISIS DEL MERCADO .....................................................9 1.5 . SEGME SE GMENTACI NTACIÓN ÓN DEL MERCAD MER CADO O ........ ............ ........ ........ ........ ......... ......... ........ ........ ........ ........ ......... ......... .........10 .....10 1.6. N/ A.TRIZ ODA DE LA EMPRESA
14
1.!. 1.!. "ENT "ENTA AJA. JA. DIE DIERE RENCI NCIAL AL CO COMP MPET ETIT ITI" I"A A DE LA LA EMPR EMPRES ESA. A... .... .... .... ..## ###. #..# .## #
15
II. II.
OBJE OBJETI TIVO VOS S Y MET METAS COM COMER ERCI CIAL ALES ES DEL DEL PLA PLAN DE DE MA MARK RKET ETRI RIG G
III.ESTRATEGIAS 3.1. TIPO DE ESTRATEGIA DE POSICIONAMIENTO A UTILIZAR__ TÁ.CTICA.S GESTIÓN DE "ARIA$LES DEL MAR%ETING
IV, CRONOGRAIVIA DE ACTIVIDADES ". CONCLUSIONES ANE&OS ANE&OS
16 17
IMP.1 110111;411XA
P!"# $% M"&'%(!#) *+) %&-" D %! !$" RESUMEN EJECUTIVO
J()(*+,- D*,,- * (- *+*- (,*+- * - S+-# J(-- R-7 (,--
'
* A. S- J(- $-(:,:- C+-. 1 * * ,:+,: * C- ;-:(+- %# 14'.5 A# A-+ (=7 T<4-/ A-+(=7
*,-*, -- - - *:*: - * >() >() -:(+-* -:( +-* ? *,, *, , :+* : +*77
*:-- * * *+- + ( :+-,,@ "/!0!"& 2"0!$"$ $% 3%&4!2!5 (* +,- ( ,*:*#
E:- PBME ,,,@ ( *+-,* -* *, ** - ,-,- * -:,-*+ )3( )3(53 53 +**+* +**+*,- ,- * (, (,+* +* %! %!)%# )%#(%3 (%3,, $%#(&5 $%#(&5 $% ( *+- *:,:, *+**+ * - F- * L,-'N+:* * C-#
L- *+*- :,** (- * ( +,,-* *:->- - (,-,@ *:+-:),-7 *+- * (- F- 25/%&2!"0 0" "4%#!$" &!#2!"0 T"2 A/"& , %# 0" 2"0 %3(8# 9!2"$"3 %#(!$"$%3 !#"#2!%&"3, &%3("&"#(%3, 2%#(&53 25/%&2!"0%3, :53!("0%3, "&/"2!"3, %(2_ ;% 9&!#$"# /"5& 2"("2!<# $% 20!%#(%3 i%(%#2!"0%3.
A3!/!3/5: %3(" 4%#("+" %&/!(% ;% (%#)" /83 25/%(!$5&%3 $%0 /!3/5 &9&5, %&5 %3(5 %!)% ;% 053 &5$2(53 ;% 3% 5&%2%# 3%"# $% %2%0%#(% 2"0!$"$, %0 #%45 %3(!05 $% "(%#2!<# "0 20!%#(% %0 #%45 $!3%=5 $%0 052"0 /"&2"&8# 0" $0%&%#2!", %3(5 3% 05)&"# " (&"4>3 $% 0"3 %3(&"(%)!"3 $% 25#2%#(&"2!<# $!%&%#2!"2!<# $!%&%#2!"2!<# ;% :%/53 $%3"&&500"$5.
3
Pian de Marketing Hitiguería Delicias'
1
P-+- * **,:-+* *:*+,-+ - *:-* : +*-* * -- +*7 ?- (* -:(-*:* * :+-->- +*(+ +, (? **-H L+?*,@ * *:- (* :** * - *,- -F * 8 **=7 *:* +(+ :,** -?+ *-- * *+-7 *+ - :**,- * -:**+ (- (:(+-(-*7 *: * (- +:(,- (* -+*-+* * ,)(,*:* **# L(*) * -F +?*:- -+* )+- (- -+:,,-,@ * *+- * 20 * -+-,@ - - *:*,-7 (* * - -:(-,- :,** (-+:,,-,@ * *+- * 25.
E +*(:- * *:* P- * M-+*:,) **,,-+K - - *+*- * -*+- +*:-*7 , )+-+K -:,-*+ ( *)*: * *+- -:*,7 (* (- -,- * * *+,,7 (- -:*,@ *+-,F--7 ,-7 * ,),**#
4
_I' CIEL
110111;411XA
Plan de Marketing Hitiguería
INTRODUCCIÓN
Jugueria 'Delicias" ingresa al mercado desde Agosto del 2011, con la
venta $% dos principales productos como son: 0" &%"&"2!<# $% +)53
#"(&"0%3, 2083!253, %<(!253, (&5!2"0%3, $% 3"95&%3 !##54"$5&%3 0" 4%#(" $% 53(&%3 2"3%&53 $% 5&/" (&"$!2!5#"0 ?:%2:53 %# 2"3"@.
L%)5 $% &%"0!"& %#2%3("3 " # )&5 $% %&35#"3, 3% $%(%&/!#< ;% 053 )3(53 &%%&%#2!"3 $% 053 20!%#(%3 %3 / %!)%#(%_ D% %3(" /"#%&", 3% 593%&4< ;% %!3(% # 3%)/%#(5 $% /%&2"$5 !#3"(!3%2:5, "0 2"0 "#(%3 ;% (5$5, 0% !#(%&%3" 0" 0!/!%" % :!)!%#% %# 0" &%"&"2!<# $% 053 &5$2(53 0" &%3%#("2!<# $%0 052"0, "3- 25/5 %0 3"95& #"(&"0 5&!)!#"0 $% 0"3 &("3 3%0%22!5#"$"3 "&" 0" &%"&"2!<# $% 053 +)53.
L" 4%#("+" $!%&%#2!"0 $% 25/&" ;% &55#%/53, 98.3!2"/%#(% 3% 0"#(%" %# 053 $53 &!#2!"0%3 !0"&%3 P&5$2(5 P&5/52!<#_ D!3%="&%/53 #" #%4" /"&2", # #%45 305)"#, #%45 $!3%=5 $%0 052"0, 2""2!("2!5#%3 25#3("#(%3 "&" %0 %&35#"0 %# "(%#2!<# "0 20!%#(%, 3%&4!2!5 %&35#"0!"$5, 25# # %3(!05 !##54"$5& /"#(%#!%#$5 # %3(!05 &5!5.
5
P!"# $% M"&'%(!#)* +)%&-"
NUE! P#PUE$%! M"&2" S05)"# L")5
*J)53" "2!<#* Refiescale y Disfruta de io Natural
M*+ ? S,:,--
P&5$2(53 N"(&"0%3_ E2%0%#(% C"0!$"$. %2:53 %# C"3". Seruric lo
A(%#2!8# %&35#"0!"$ C""2!("2!5#%3 "0 %&35#"0. Local
S% (!0!"&8 %0 2505& #"&"#+" %# $!4%&3"3 (5#"0!$"$%3_ C5# # "2%#(5 %# "/"&!005 %# /%#5& 2"#(!$"$ %0 4%&$%_ S% (!0!"&8# 5&/"3 2!&20"&%3 5 3!#53"3 "&" :"2%& %0 %3"2!5 /83 ")&"$"90%, 25# %0 "55 $% !%"3 )&8!2"3 ?4!#!0%3 )!)"#(5)&"-"3@ %# "0(" &%3502!<#_ S% 25052"&-"# 25$53 3583 "&" $"& #" 3%#3"2!8# $% &%0" 25/5 3! %3(4!%&"3 %# ( :5)"&_ F5#$5 /3!2"0 ")&"$"90% ?#%4"3 (%#$%#2!"3 Com pro m iso O&%2%& # &5$2(5 1H #"(&"0, 3!# 25/5#%#(%3 "&(!!2!"0%3_
S%0%22!5#"& 0"3 /%+5&%3 &("3. A(%#$%&053 3!%/&% 25# #" 35#&!3"_ %35&"5 2"$" $-" /83 %# /%+5&"& #%3(&53 &5$2(53.
61
Li
V I 1A" I
Pian de M arketi ng "jug u cría Delicias'' I.
1
ANÁLISIS DE LA SITUACIÓN
1 .1 . AN ÁL ISI S D EL SE CTOR
E
*+- * >() * ( * K :+-,,-* * * *,7 *+ :- * +*-,F- * * ,:+,: * C-7 * (+- ,-*(-- ?- (* -*:* *,:* >()*+- -* *(* (* *+,:* - ,*:* *:-+ @ ,+(:-+ * ( >() ?- (* :-, *:- * * >() * +(:- :+-,,-* ,-7 -+->-7 --?- ? , *,:,+ **-+,-*:* >() ( ,*+*:* ,-,*7 * (* * -+:+ (- +:(,- * *), *:+-:),- * - * (- +:-*F- ? :** (* -+*-+- - K,. L- (,-,@ * - *+K *:+-:), ?(* * **,:- * -?+ -* * ,*:* ?- (* *+K * :-, (*:+ +:- * -+- (- -?+ (,,- , *)+* * +*(+H L +(: (* * +**+K *+K ** K K, >() * +*-7 (-.7 K:-7 *:# , ,)(- ,-,@ + :+ - * :*+K * (*:- (- ,-,@ -*(-- * *:- +(:- * :- -*+- (* * :,,* *:- , (* :-, +*-,* ,-,* (* *+,:- - ,*:* *)(:-+ * ( -+ ,,)(--*. 1.. ANÁLISIS DE LA EMPRESA
E * ,:+,: * C- (+-:* <:, - (* - *, (+,* ( -, *-)*+--*:* * - -,@7 ,:(-,@ (* - , -+*-- + -+, *+*-+, -+- *+**+ ( *), + (* -,* (,*:,)-,@ * *+- * (* * - *,, *+ (- *+*- (* * *,(* - - *-+-,@ * >() * +(:- 100 -:(+- ?- (* (+-:* *:* Plan de Marketing Hitiguería "
J Li 110111;411A
+*,,*: :-, * - *, - -, * * ( * +(: -:(+-* ? -( ( - * ( * +(: *-+- * - +(:- #L- *- * - ,:+,: :-, , ( * -:+* (* - , ,+**:- * --+ * - - (* *, - (* *,:* ()-+* *:+-:), -+- * ( * *: +(: * (* ( (* +*:->* * -,@ - :- + +*-+-+ * -- +- * , ,( -: (* :+ --+* ( +* ?- (* *+*- *-+- *: +(: -:(+-* *+,:,+* * -* * - *+- - *:* *+-7 ?- (* * - ,: (* -+- * (,+ *: -*:-+- * )+- *,- ( ,7 ? -( - - -+,*- * +(: (* * *+:-+- *:-+K +* - -,:,+# P-+- :,,F-,K -:*7 (+-:* ? *( * - *--+-.,@ * (:,,F-+:*)-7 ?- (* *+,:,+K * -+*-,*: - K, * - +(:- -:,-7 ? * :,* *+* ,+**:- - )--,-# 1.. ANÁLISIS DE LA COMPETENCIA
L(*) * - ,,:- +*-,F-- - - ,*+*:* >()(*+- * (** +-+ (* *,:* (- )+- *,,*,- * -* * -:*,K (* - *+ *-, *(* * +,- (- CALIDAD - ,*:*7 ? (* *: *- - (* * +,* (- (*- ,- * *: ()-+*# P+ :+ - * , :-+ (+-:* - ,,:- (* * +** (- ,-,* * >() ,* *:- (- +:(,- <, * ( )*+ - * ,(,+ (- * *: -*# E - >()(*+* (* * +** >() , (* -*K * *+:-
,*+*:* +(: -+,*-* * :+* *:+* :+- cosas&
id!
,
P0"# $% M"&'%(!#) * +)%&-" D%0!2!"3
I
_I' CIEL
%/9"&)5 25/5 %# (5$5 052"0 $%9% 3%& %3(% ("/9!># # 052"0 4%&$"$%&"/%#(% :!)!>#!25. A0 /5/%#(5 $% $%)3("& "0)#53 +)53. 3%)&"/%#(% 5& 0" /"0" &%"&"2!<# 5 5& 053 &(53 #5 $% 2"0!$"$ %3(53 #5 :"# (%#!$5 # 9%# 3"9%&. 1.. RESUMEN DEL ANÁLISIS DEL MERCADO %/53 "#"0!"$5 # #!2:5 $% /%&2"$5 %# C5/"3. 25# 05 2"0 3% :" 05)&"$5 59(%#%& ;% 0" /"5&-" $% %&35#"3 /83 3% %#52" %# 053 )3(5 &%%&%#2!" ;% 0% 9&!#$% %0 &5$2(5. E0 2!$"$5 $% 0" 3"0$ :"2% ;% 2"$" 4% /83 %&35#"3 93;%# 25#3/!& &5$2(53 "0!/%#(!2!53 #"(&"0%3 9"+53 %# 2"05&-"3. E3(5 :"2% ;% 053 +)53 %#3"0"$"3 $% &("3 (%#)"# / 9%#" "25)!$". L53 &!#2!"0%3 25#3/!$5&%3 $% +)53 35# #!=53 %3($!"#(%3 ;% (&"9"+"# "$0(53 ;% ;!%&%# 2!$"& 3 3"0$ 0"3 %&35#"3 ;% #%2%3!("# /%+5&"& 3 "0!/%#("2!<# "& !#$!2"2!<# $%0 />$!25. S%)# 0" %#2%3(" ;% :%/53 &%"0!"$5 053 20!%#(%3 &%!%&%# ;% 053 +)53, %3(># "25/"="$53 $% 3"#)2:"3 ;%;%3 53(&%3 25# 05 2"0 3% 05)&" ;% J)53" S("2!<#* 3%" /83 "(&"2(!4" "&" %0 25#3/!$5&. M%3(&%5 1, P590"2!<# M%(" C5/5#%#(%3 E0%/%#(53
5/9&%3 /+%&%3 M"5&%3 $% 1, "=53
U#!$"$ $% /%3(&%5 5)"&%3, %3($!"#(%3 ;% (&"9"+"#, E/&%3"&!53 %/0%"$53
IMP.1 110111;411XA
Pian de Marketing Hitiguería Delicias'
CIEL
C-
#$ertura
1.5. SEGMEMTACI! "EL ME#CA"$ A-,F-+* * *+- * , * ,*:,,-+ )+( * (,+* (* :,** -+-:*+:,- (* +**: - - -:,-,@ * **,-* ** : ,-..
I
Nombre completo del país Área
E K+*- ::- * P*+<7 ,(?* - ,0- (* :-, * *+:***7 * * 1 280 000 ,@*:+ (-+-#
Capital
L, A+**+ * 45 * - -,@ *+(-* **,*:* * ,-7 -:, * :*++,:+,# E 3! *:,F7 *F- * *:- ,,,F-,@ ,,- *-*# U 1.5 -7 **,*:* * *(+* ? * +*: **,*:* * af +,-. >-** ? ,#
1/401.000
Q # # '.
'...
P*+<
0
,)+:+5
E ,,- ,,- * * E- -- + * !.0 * - -,@# S* -- :-, :+- *)(- +*,*:* * -:, * - +*),@7 * (*(- ? * A?-+K# T-, -? +*),* * * -- *
MK * 9.0 * +*,), -:@,7 Religión ###################### (* * - +*,),@ *:-*,- ,,- ** 19157 -((* * *+,:* ? * +*- * *+ (-:- :+- +*,),*'7 (* -? :-, +:*:-:*7 >( ? ((-*# .
'
'
'
Principales ciudades
Gobierno Presidente
L- -?+ ,(- ? - -,:-7 * L,-. O:+- ,(-* ,+:-:* C--7 A+*(,- T+(>,7 C,-? ? C(F# D*+-,-
110111;411XA
P!"# $% M"&'%(!#) * +)%&-" D %! !$" SEGEMENTACION GEOGRÁFICA UBICACIÓN E0 $!3(&!(5 $% C5/"3 3% %#2%#(&" 9!2"$5 %# %0 C5#5 N5&(% $% L!/" M%(&550!("#", %# 0" R%)!<# #"(&"0 $% 0" 253(", P&54!#2!" D%"&("/%#(5 $% L!/"_ i
LUGAR DE RESIDENCIA
C5/"3 B"+5 5#" 25/%&2!"0,
/%20" $% 4!4!%#$"3 $% %32"353 & /%$!"#53 &%2&353 %25#!253 25/ & %# $% 0" 3 & !# 2! "0 %3 "4%#!$"3. E3 0" "&(% 0"#" $%0 $!3(&!(5. SUPERFICIE
L" 3%&!2!% (5("0 $%0 $!3(&!(5 %3
$% ,7 "3_ ?.117 K/@ 05 ;% &%&%3%#(" %0 H $%0 (%&&!(5&!5 $%0 C5#5 N5&(% 1_7H $% L!/" M%(&550!("#". REGION
L!/" M%(&550!("#"
TAMAO
_77 :"0@.
CIUDAD
C5/"3 L!/" P%&
CLPAA
CK,
SEGMENTACIÓN DEMOGRÁFICA
E,:* (- )+- *-- $% +)53 %# %0 $!3(&!(5 $% C5/"3Q 0)"& $5#$% 3%
*:+-+- (*:+- *++,+*7-7 &%4"0%2%# 053 #!4%0%3 352!5%25#!253 B & C D
11
Pian de Marketing Hitiguería Delicias'
- (* * - * *:+-+- * * ,7 * + * (* (*:+ *+- *:-+K *- - *:+ C. E%a%: C(*: + +* ? (>*+* -?+* * *- +*,*:*
*+-*:* * * ,:+,: * C- *-* *:+* 18 - K. !i&el Socioeco'(mico: C )ri Tama*o %e +amilia: D* 1 - K. I',resos: R-) * S,.!0C1.1111 Q . 17500.00 (* *. $cupaci(': E+*-+,7 :+-->-+* **,*:* ,**,*:*7
*:(,-:* -+-. E%ucaci(': T,-Q U,*+,:-+,-. #eli,i(': C-:K, #a-a.: I,:,:. !acio'ali%a%: P*+(--
SEGME!TACI! PSIC$G#+ICA Perso'ali%a%: P*+, (-+ -:- **:-:,-7 :+-->-+ ? * *+,:(
>* ? )(: + (* ? * +: Es)ilo %e /i%a: P,,+-,-*7 *+-+7 :*,* ( (* ,* *
:+-->-+7 ?- (* (,+* * ,:+,: * - * ,:,)(* .+ *+ *+**+*.
12I
Li
Plan de Marketing "juguería Delicia%
&egentaci(n #nductual
rl )casi(n de #*ra+ Durarile (# -:(:,- ;*-?(= *,- :-+* ;+*-= ? (+-:* - :-+*. ni ,ene-ici#s ,uscad#s+
E ,*:* (- ( +(: * -,- (* * +,* ,**:-+7 -( -*+7 )(: ? -+,*- * ( ()-+# &tatus .suari#+ Medid / $-> III recuencia de .s#+
P+*, * 3 ** - - *--7 (+-:* +-+, * *:(, ? * ,+ - :+--> 1 Lealtad+ &ie*re 2ue * *:+*)(* +(*: ,,,-*:*7 :*+* -: ,* *
*-:- * (*:+ ,*:*. 13
Li
V I 1A"
1 Pian de Marketing Hitiguería Delicias'
A:- ,,,@ ?- (* - (*:* * S- *:K (,- * ( ()-+ 2>#(&!25 25/%&2!"0.
1.6. MATRIZ FODA DE LA EMPRESA
DEBILJDADES
OPORTUNIDADES *. C""2!("& "0 %&35#"0 %# "(%#2!<# "0 20!%#(%_
AMENAZAS
N5 2%#(" 25# 052"0 &5!5 ?052"0 Y E#(&"$" $% #%453 25/%(!$5&%3 "0;!0"$5@. $%0 /!3/5 )!&5 $% #%)52!5_ N5 2%#(" 25# %&35#"0 P&%%&%#2!" $% 053 20!%#(%3 %& 0" %3%2!"0!"$5 "&" "(%#2!<# "0 25/%(%#2!" ?A#(5+!(53@. 90!25_ N5 2%#("# 25# # 0"# $% #%)52!5_ F."!(" $% !#"#2!"/!%#(5_ D%0!2!"3 #5 3% $%$!2" " # 3505 &9&5, ("/9!># )%#%&" 5(&53 !#)&%353 25# 0" 4%#(" $% 5(&53 &5$2(53 %# %0 /!3/5 %3("90%2!/!%#(5, $!3(5&3!5#"#$5 %0 )!&5 $%0 #%)52!5_
14
CIEL 110111;411A
ti D!353!2!<# "&" %0 U35
FORTALEZAS L53 &54%%$5&%3 2/0%# 25# 0" %#(&%)" $% &5$2(5 $% <(!/". 2"0!$"$ " 0" :5&" "25&$"$"_ L" %/&%3" %3 "/!0 !"&. L" %/&%3" 3% %#2%#(&" %# 5#" "22%3!90% "0 25#3/!$5&_
I
Pian de Marketing Hitiguería Delicias'
1.. /E!TAA "I+E#E!CIAL C$MPETITI/A "E LA EMP#ESA II.
$2ETI/$S 3 METAS C$ME#CIALES "EL PLA! "E MA#ETI!G
$2ETI/$S C$ME#CIALES A ME"IA!$ PLA$ * D,*+*,-,@ *
METAS
+(: ? - - ,*:* -+,*-* * >()# P*+-,F- * +(: Lograr una venta a'ual -+- (* - * ,*:* *,>- ( *>+ ,-,K. %e lela a'ro(imadamente)) *+ +++ C:+-:-+ - ( *+- -*(- nuevos soles * (* :+-: ? (* ****-+* * :- - K+*-# T**+ ( +*, -> (* (*- *:,+ +(: (:,:(:# T**+ -,-F- *:+-:),- +**+* -+- :**+ ,( - -> +*, ? - :**+ ( -?+ -+)* * )--,- * ( *:-# M,,-,K * -) * - *+*-# I**:-+ ? +**-+ * - . , -ideli.aci/n de sus clientes ( -,*:* -)+--* *(, *+. ;+*+ ,)* +-- +- ,(-+-7 *:.= I++-,@**(,+* *+- -+(*# ' P*+- -:-*:* I**:-,@ n
V
--,- * *+- C--,:-,@ * *+- * :- - K+*- * *), *: *+,:* *,,,- * +**-F -:* -(*,-.
L5
Pian de M arketi ng jug u cría Delicias''
III.
ESTRATEGIAS
.1. TIPO DE ESTRATEGIA DE POSICIONAMIENTO A UTILIZAR L%)5 $% 0" !#4%3(!)"2!<# $% /%&2"$5 &%"0!"$" %# 0" %&!%&!" $% 0" 5#" %# %0 D!3(&!(5 $% C5/"3 25# 0" !#"0!$"$ $% 3"(!3"2%& )3(53 &%%&%#2!"3 $% 25#3/!$5&%3 " 053 2"0%3 4" $!&!)!$5 #%3(&5 &5$2(5, (&"9"+"&%/53.
"@ E3(&"(%)!" $% C5#2%#!&"2!6# R%&%3%#(" #" $% 0"3 /%+5&%3 52!5#%3, $%9!$5 " ;% #5 %3 #%2%3"&!5 #" !#4%&3!<# 25#3!$%&"90%, 5&;% &%;!%&% &%2&353 %25#!253 0!/!("$53 "0 !#!2!"& %3(% (!5 $% #%)52!5, %3(5 " 3 4% #53 %&/!(!&8 3"0!& "0 /%&2"$5 25# #%4"3 &5%3("3 53!2!5#"5 $% 5&/" )&"$"0 $%#(&5 $%0 #!2:5 %0%)!$5 ?S%2(5& C*@. A3!/!3/5, %3(% (!5 $% %3(&"(%)!" #53 %&/!(% !#)&%3"& " 1 < #!2:53 %3(&"(>)!2"/%#(% 3%)/%#("$53 $%!#!& 0" V%#("+" D!%&%#2!"0 C5/%(!(!4" ?VDC@ "&" #%3(&5 &5$2(5_
9@ E3(&"(%)!" $% D!%&%#2!"2!<# N53 25#2%#(&"&%/53 %# # 3%)/%#(5 %3%2!!25 ?S%2(5& *C*@ 25# "0(5 4"05& ")&%)"$5, " (&"4>3 $% 2"&"2(%&-3(!2"3 #!2"3 25/5 0" #%4" /"&2", #%45 305)"#, #%45 $!3%=5 $%0 052"0, 0"3 2"0%3 3%&8# &%25#52!$"3 5& 053 25#3/!$5&%3.
P"&" %005 #53 "5"&%/53 %# %0 25#52!/!%#(5 $%0 25#3/!$5& %# 0" 3"(!3"22!<# $% #" #%2%3!$"$ %3%2-!2", %# 0" 2"0!$"$, %0 3%&4!2!5 0" &%3%#("2!<# 0" 5&/" $% $!3(&!92!<# 0" "2!0!$"$ %# %0 35 $%0 &5$2(5 ;% 5&%2%&%/53_
Li
110111;411XA
P,- * M-+*:,)W >()(*+- I elidas"
Li
.. TÁCTICAS GESTIÓN DE VARIABLES DEL MARKETING MI 1. PRODUCTO VENTAJA DIFERENCIAL DE COMPR A M%@ 1.1. SABOR NICO
S* +**+K (- )+- -+,*- * ,-,* * >()7 ** K ,* -:- K ,:,-7 , *+-:* , -,:, -:*,* ,*+* ( -+ <,7 * * --.
1. INSUMOS NATURALES DE CALMAD
L- :**,- - -:(+-7 (:+,:, ? -(-*7 *+,:,+K +**+ (- -+,*- * +(:- +*- :+,-* ? *@:,- :- - ,:-,- ? (:+,*:* (* - -:(+-*F- (** +,-+7 -+- -:,-*+ )(: ? +**+*,- * <, K *,)*:*.
1.. PREPARACIÓN
L >() *+K +*-+- - (- * - +(:- ? * +*(,*+* -?+ -:,- * -F<-+7 +*(:- (? ,)*+ ? *+ -+,-7 -: -+- -- *:-,@# P-+- * * +*(,*+* :-,7 * ( *+- -:-*:* -,,-7 (, * *-+)-+K * - +*-+-,@
%$053 +)53 ,*-* -+- -- :*+--.
1A. ENVASE
S* (:,,F-+K -+- - -:*,@ * - *-7 - * ,+,
Pian de Marketing Hitiguería Delicias'
Li
* -:*+,- ,*)+--* (* :-,* * -,*:*. 1. DISEO DE LA MARCA
P*- * - **:-:,- * ,*:*7 * (* +* :,** (* +*-+ ** ? -:,-,@ *+ - ( *F :,** (* **,-,F-+* * - *:- * >() '+ * * +* **), "Jugosa ación"' _
1.6. DISEO DEL LOGO
S* - ,*- ( (* *)7 - ,-,- * ,*+*,-+ * *), * - *:*,-7 * *:- -*+- * <, * )**+- +K +**+ -,,- ? -*+ (?#
1.7. DISEO DEL SLOGAN
(*+* (* (*:+ ,*:* * ,*:- ,*:,,- (*:+ +(:7 * (- *+K * ***:* -,- ? * +,-+K -(* (* ,*+* - **-7 ,- ? (- ,- -(-*## "refréscate y disfruta * W+ natural".
1.. DISEO DE LA CARTA
L- +**:-,@ * - -+:- * (? ,+:-:*7 :,** (* :**+ ( ,* ,-+7 (* *+,:- - ,*:* **),+ +(: -,,- ? +-,*F#
Pian de Marketing Hitiguería Delicias0
.P#ECI$
.1. P+*, - -:(+- * - *:*,-#
7.PLAA
7.1. C-- * "*:- D,+*:-. 7.. S*+,, * C-,-#
Li
7.7. A:*,@ P*+-,F--# 3.4. P*+- -,@ * S*+,, - C,*:*# 3.5. A,-F- *:+-:),- P+*** +*#
/E!TAA "I+E#E!CIAL "E C$MP#A 8/"C9 4.P#$M$CI! 4.1. P2LICI"A" S* +*-+:,+K -:* * * D,:+,: * C- -+- -+ *+ (*:+ - ? (*:+ +(:# U:,,F-+* (,-,@ ,(-7 - :+- * -,* ? -*+ * (* ,* * - -+-# E-+-+* *:7 *: ** :**+ ( (* ,* -+- (* *- -:+-:, - - ,:- * (,+. D,*-+* -*+ - -+- 1 * *) * - J()(*+,-7 (-* *+K *(,- - : ,*:*.
4. EIP$ "E /E!TAS S* :+-:-+K *+- ,,*: * - +*-+-,@ * >() ? ** :+* ;2 -+-+*=# L- -F--:- * *-+)-+K * +,-+ (- (*- -:*,@ - ,*:*7 -+- * **+K :**+ **+,*,- * * (*:. E *+- **+K *:-+ *,-*:* (,+- * ,*-*7 19
Pian de Marketing Hitiguería Delicias'
*: -?(-+K - +*-:-+ - ,-)* * *),. 4)2) P #M#CI# N DE EN%!$
S* +*-,F-+K +,* -+- -:+-*+ -?+ <*+ * ,*:*7 + *>* +*-+ ;( -X, K ( >()7 (- *--- K ( >()7 ( :+* K ( >()7 ( -X, K :+* ? >(). *:.=. E*),+* ( - * - *--7 * * (*- +*-,F-+ :- - ,-,* (* * ,*:* ***7 *:* * ( (* sistema * *:- -+- -:+-*+ K (,+*.
S* :+)-+K *(*: ? *+:- ; + (= - ,*:* -,:(-*. S* +*-,F-+K +:* ? +*)- * *- **,-* ;D- * N,7 D- * - M(>*+7 D- * - M-+*7 D- * P-+*7 D- * - S*+*:-+,-7 D- * E-+-7 D- * A,)7 *:.=. S* +,-+K - : ,*:* ( ++* **:+@, * J()(*+,-7 -+- +*,,+ ()*+*,-7 +*- ?/ (*>- * +:-,*: * *),.
4)4) !C%IID!DE$ *+3* Primer E4%#(5
S* +*-,F-+K - +*'-*+:(+- * *), * * * * M-?. S*+K * *)( , * *-- * * ;- K-=. I,,- - +**:-,@ * ( ,*7 (* *,-+K : *:+
Pian de Marketing Hitiguería Delicias'
**,, ? * -+ (:+,,- (* +,- * ( * +(:-. S* +**:-+K - (*- -+-7 -) ? )- * - J()(*+,-.#
•
•
S* +,-+K *)(:-,* -:-- - *+- (* -,:-.
S* *:+*)-+K * *(, - : -,:*:*. ,W * -) ?
•
)- * - >()(*+,-.
Se,u'%o E&e')o •
S* +*-,F-+K * * * * D,,*+*7 - ,,, - :*+-- * *+-#
•
S*+K * *)( , * *-- * * ;- K-=.
S* +**:-+K (*- ,-,*7 +(:- * *:-,@7 -
•
(-* *+K *)(:-- .+ * <, -,:*:*. C - -* * -: -:(-,F-- * ,*:* * +**:-+K * *->*
•
(* *+K *,- - :**,- @,7 *:- *:+-:*),- * *-++-+K * -? * ( * (*:+ +,,-* +**+*. P+**:-+* (*:+- K),- X* ,:*+-:,- ? ,K,-7 *: *+,:,+K *+ *>+ - (*:+ ,*:*7 -*+- * ( ,,*7 )(: ? +**+*,-# L- K),- X* *+,:,+K :-, -:-+ (* ,*:*7 ? *: * *+K +**>- * * ,+**: * - *:- -+- * +@, -#
1
1