INFORME DEL PLAN DE MARKETING
“INFORME DEL PLAN DE MARKETING”
JOSÉ ARNULFO QUIROGA BONILLA
SERVICIO NACIONAL DE APRENDIZAJE SENA TECNÓLOGO EN GESTIÓN DE MERCADEOS 1571047 NEIVA HUILA 2019
1
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INFORME DEL PLAN DE MARKETING
“INFORME DEL PLAN DE MARKETING”
Presentado por: Aprendiz JOSÉ ARNULFO QUIROGA BONILLA
Instructor JOHANNA FORERO RINCON
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INFORME DEL PLAN DE MARKETING
CONTENIDO
INTRODUCCIÓN ................................................. ...................................................................................................... ................................................................. ............ 4 OBJETIVOS ................................................. ....................................................................................................... .......................................................................... .................... 6 GENERAL ................................................ ...................................................................................................... .......................................................................... .................... 6 ESPECIFICOS ................................................... ........................................................................................................ ................................................................. ............ 6 PLAN DE VENTAS PARA PA RA PRODUCTO O SERVICIO .................................................. ..................................................... ... 8 ANÁLISIS DE LA SITUACIÓN ................................................. ....................................................................................... ...................................... 8 IDENTIFICACIÓN DEL PRODUCTO O SERVICIO ....................................................... 15 DEFINIR EL PÚBLICO OBJETIVO OBJ ETIVO.................................................... ............................................................................... ........................... 17 PRECIO ............................................................................................................................ 18 EVALUACIÓN DEL MERCADO .................................................................................. 19 ANÁLISIS DE COMPETENCIAS .................................................................................. ..................................... ............................................. 20 IDENTIFICAR ESTRATEGIAS DE VENTAS .............................................................. 20 PLAN DE SEGUIMIENTO SEGU IMIENTO A LAS VENTAS .................................................. .................................................................... .................. 22 ESTRATEGIAS DE DISTRIBUCIÓN ..................................................... ................................................................................ ........................... 25 ASPECTOS DE E-COMERCE Y RED GEOGRÁFICA .................................................... 27 E-COMMERCE ................................................. ...................................................................................................... ............................................................... .......... 27 REDES SOCIALES ............................................................................................................. 29 PUBLICIDAD DIGITAL EXTERIOR ..................................................... ................................................................................ ........................... 29 INTELIGENCIA ARTIFICIAL ARTIFICIA L .............................................. ........................................................................................... ............................................. 30 RED GEOGRAFICA ........................................................................................................... ............................................................... ............................................ 31 BIBLIOGRAFIA ................................................... ........................................................................................................ ............................................................... .......... 32
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INFORME DEL PLAN DE MARKETING
LISTA DE TABLAS
Tabla 1 Análisis externo ____________________________________________________ 8 Tabla 2 Analisis Interno ____________________________________________________ 9 Tabla 3 Diagnostico DOFA _________________________________________________ 9 Tabla 4 Plataforma estratégica _____________________________________________ 10 Tabla 5 DEFINICIÓN POLÍTICA, OBJETIVOS Y ESTRATEGIAS DE LA EMPRESA EN LA DISTRIBUCION ___________________________ ______________________________________________________ ______________________________ ___ 13 Tabla 6 Ficha Técnica de la Presentación del Producto __________________________ 15 Tabla 7 Área de mercadeo y ventas __________________________________________ 23 Tabla 8 Área de gestión Humana ___________________________ ____________________________________________ _________________ 23 Tabla 9 Perfil del cliente __________________________________________________ 24 Tabla 10 Plan de ventas ___________________________________________________ 25
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INFORME DEL PLAN DE MARKETING
INTRODUCCIÓN
El plan de marketing o plan de mercadeo no es más que una herramienta que facilita f acilita la gestión dentro de una organización, el cual se define en dos etapas: una de diagnóstico, y otra de ejecución; en donde, la investigación de mercados, se convierte en una base de apoyo muy importante para elaborar planes sólidos en el tiempo, y sobre todo, rentables; hoy por hoy el marketing se ha convertido en un elemento fundamental para coordinar las actividades empresariales por medio del direccionamiento estratégico que guía a la empresa, para p ara la toma de decisiones y mejoramiento de la capacidad de cambio. El plan de marketing es una herramienta básica de gestión, que toda empresa que quiera ser competitiva en el mercado debe utilizar, como en cualquier actividad gerencial, la planificación constituye un factor clave para minimizar riesgos y evitar el desperdicio de recursos y esfuerzos de la empresa; el diseño y la ejecución de las estrategias se basan en las cuatro variables fundamentales del marketing como son: el propio producto ofertado, el precio fijado para el mismo, el sistema de distribución empleado para que llegue al mercado y la promoción o comunicación de los méritos o beneficios del producto. Por otro lado teniendo al cliente como eje central de todas las actividades de la organización, se convierte en la máxima prioridad, por esto se hace necesario orientar los esfuerzos de la empresa a conocer realmente quién es su cliente; para ello se hace necesario conocer cuál va a ser la ejecución del plan de ventas y las estrategias de distribución.
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INFORME DEL PLAN DE MARKETING
OBJETIVOS
GENERAL
Diseñar un plan de marketing para aumentar las ventas, partiendo del plan estratégico de la empresa, estableciendo el perfil del cliente, precio, calidad, tiempo de entrega, nivel de satisfacción, de tal manera que el cliente sea beneficiado de las ventajas de compra de con la empresa. ESPECIFICOS
•
Realizar un estudio del cliente, en aspectos como la personalidad, los
comportamientos de compra y conducta para saber a qué enfrentarse en el proceso de negociación. •
Identificar las características del producto para determinar el cliente potencial, la
forma de negociación y el canal de distribución. •
Desarrollar una buena estrategia de comunicación que permita interactuar y responder
adecuadamente a las necesidades del cliente. •
Tener técnicas de ventas establecidas bien sean las técnicas AIDA o SPIN.
•
Organizar los equipos de venta por áreas geográficas, por productos, por clientes o
puede ser mixto para satisfacer las necesidades neces idades de los clientes. •
Conocer y utilizar los métodos de ventas y las diferentes herramientas que le permiten
comunicarse, y ofrecerle el producto o servicio al cliente. •
Cuantificar el volumen de ventas que se realizan al cliente actual o potencial, y
verificar las características de la compra y el cumplimiento del Plan de ventas.
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INFORME DEL PLAN DE MARKETING
•
Realizar monitoreo del comportamiento de las ventas del producto, para determinar
cuál ha sido la reacción de los consumidores ante los atributos y características del producto o servicio ofrecido. •
Realizar una evaluación de los atributos de los productos o servicios ofrecidos por la
empresa y también los de la competencia con el fin de idear estrategias de marketing. •
Realizar un control interno del sistema de gestión de calidad del producto ofrecido.
•
Evaluar la competencia del personal de ventas.
•
Dar conocimiento del producto a la mayor cantidad de consumidores posibles,
teniendo en cuenta los límites establecidos en la estrategia de imagen y el público objetivo. •
Determinar qué capacidad logística, financiera, humana y administrativa posee
nuestra empresa y, de acuerdo con esto, determinar lo que podemos o no ofrecer. •
Establecer cuáles serán nuestras políticas de distribución teniendo en cuanta los
factores como el comprador, las particularidades del producto, la recurrencia de compra, los medios de distribución y los objetivos empresariales. •
Determinar cuál será el tipo de distribución que más beneficiara a la empresa a la hora
de vender nuestro producto o servicio en el mercado. •
Establecer cuál será la forma más creciente y fácil de ofrecer el producto o servicio
según la Distribución y E-Commerce.
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INFORME DEL PLAN DE MARKETING
PLAN DE VENTAS PARA PRODUCTO O SERVICIO El presente Plan de Mercadeo es un informe en el cual se recopila el análisis de la situación actual de la empresa para identificar hacia dónde debe dirigirse; se determinan las metas de la empresa y se exponen las estrategias de mercadeo a utilizar para el cumplimiento de los objetivos identificados en el plan de ventas, donde se deben tener tene r en cuantos algunos aspectos los cuales se dan a conocer a continuación: ANÁLISIS DE LA SITUACIÓN Diagnóstico situación externa e interna de la empresa Antes de introducirnos con más detenimiento en el diagnóstico de la situación, conviene hacer una recapitulación de lo que pretendemos: - Con el análisis externo perseguimos detectar aquellos factores que no siendo controlables por la empresa le afectaban directamente (factores sociales, económicos, políticos, culturales, etc.) y aquellos otros sobre los que podía ejercer cierta influencia, tales como el consumidor y la competencia. Tabla 1 Análisis externo
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INFORME DEL PLAN DE MARKETING
Tecnología Medio ambiente - Con el análisis interno pretendemos elaborar un inventario de nuestros recursos y reflexionar sobre la política comercial llevada hasta el momento (producto, precio, distribución y venta) para determinar los recursos y capacidades. Tabla 2 Analisis Interno FACTOR
FUNCION Conservación a través de cadenas de frío.
Características del producto
Envase y embalaje Almacenamiento Manipulación
Capacidad de producción Capacidad financiera Capacidad operativa Capacidad tecnológica Capacidad del talento humano Objetivos y estrategias de la mezcla de mercadeo de la empresa: de producto, de precio, de
Emprendimiento de la empresa
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INFORME DEL PLAN DE MARKETING
2. Desarrollo mercado publicitario
2. Falta de familiaridad con el medio
3. Altos costes de empresas asesoras
internet
4. Falta de información publicitaria de los 3. Servicios no profesionales ofertados pequeños y
4. Escasa confianza en la publicidad por
medianos empresarios españoles
parte de
5. Carencia de especialistas publicitarios en las PYMES pequeñas
5. Desconocimiento del servicio vía on-line
empresas DEBILIDADES
FORTALEZAS
1. Amplia extensión de los servicios
1. Amplia gama de servicios
2.Dificultad de darnos a conocer a todos 2. Prestación gratuita de dichos servicios nuestros
3.Escasa competencia con todos nuestros
clientes
servicios
3. Escaso volumen de la venta on-line
4. Prestación del servicio vía móvil
4. Bajo segmento de mercado Posteriormente se establece la misión, los objetivos, las políticas de comunicación empresarial, el valor de la marca, el portafolio, la estrategia de comunicación y la situación del sector. Tabla 4 Plataforma estratégica
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INFORME DEL PLAN DE MARKETING
Actuar con honestidad, respeto, amabilidad y un buen servicio a los clientes, así como la dedicación, perseverancia, honradez, sencillez y un buen trabajo en equipo. Valores
y
principios
TRABAJO EN EQUIPO: Es un principio que impulsa las acciones y
corporativos
pensamientos de la empresa, lo que la hace competente a brindar un producto con calidad. CALIDAD DE VIDA: Al realizar los productos con la mejor calidad de ingredientes de formar tradicional, artesanal y en familia. RESPONSABILIDAD Y ÉTICA: Comportamiento, ética y moral delos integrantes de la empresa. Panadería EL PAN DE MAMÁ, se especializara en la elaboración de pan integral con olor y sabor a chocolate, también contara con variedad de pan
Metas
tostado, galletas integrales, pan aliñado o casero tradicional, pan de maíz, pan de avena, tortas y postres dulces y salados, además de las almojábanas, pan de yucas, y achiras que son muy tradicionales en nuestra repostería colombiana, y muchas más variedades del pan tradicional colombiano.
Dar a conocer nuestros pro productos ductos a nivel municipal, departamental y nacional.
Objetivos
Consolidarnos en el mercado Colombiano.
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INFORME DEL PLAN DE MARKETING
Fuerte interés en la calidad, motivación y entrenamiento positivo sobre la calidad de toda la panadería.
Estrategia de
comunicación
Promoción de ventas: Mediante la exhibición de los productos y la publicidad, utilizando la promoción directamente a los consumidores.
Se deberán tener en cuenta las tácticas de la promoción como lo son: Ventas de acuerdo al tamaño especial, precios, promoción conjuntas, premios, regalos, muestras y cupones.
Situación del
sector
En este caso el productor es el asume as ume el rol de la comercialización de su producto, con relación a la diferencia con otros sectores de producción donde esta labor es dejada dejad a bajo la responsabilidad r esponsabilidad de un intermediario, siendo el productor el de mayor importancia dentro del márquetin.
En la recolección de información del presente trabajo, se hizo un levantamiento de información de las fuentes secundarias (internet
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INFORME DEL PLAN DE MARKETING
También se elaboró el instrumento de investigación para la recolección de la información como fue la encuesta, misma que fue elaborada con preguntas de selección múltiple de una sola respuesta, teniendo en cuenta los objetivos del estudio y se realizaron directamente por los investigadores, a los panaderos y propietarios de la panadería tradicional de la ciudad de Neiva.
A pesar de esto y pese a que la panadería tradicional de barrio de la ciudad de Neiva ha desaparecido, en un establecimiento comercial, no se encuentran investigaciones o estudios que acerquen o reflejen el dinamismo y comportamiento del sector en general y más específicamente el de la panadería tradicional de barrio.
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INFORME DEL PLAN DE MARKETING
también
debe
Mantenimiento de los precios,
estar enmarcada
Precio dentro de (máximos
en unas políticas.
los canales de discriminación distribución
o
mínimos), de
descuentos descuentos descuentos
precios, funcionales,
por
volumen, por
y
apoyo
promocional. METAS QUE SE DESEA ALCANZAR EN OBJETIVOS:
CUANTO A LA FUNCIÓN DE DISTRIBUCIÓN La cobertura del mercado
Metas
o
Los costos de distribución
resultados que la
La selección y abandono de miembros de canal
Empresa
El nivel de servicio y satisfacción del consumidor y de
pretende lograr
los miembros de canal El nivel de ventas por el total y por miembro de canal La rentabilidad de la distribución
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INFORME DEL PLAN DE MARKETING
Las fuertes conexiones combinadas con la cooperación entre los miembros del canal redundarán en su reforzamiento.
IDENTIFICACIÓN DEL PRODUCTO O SERVICIO El producto ofrecido Pan integral con sabor a chocolate PANINCHO, fabricado en la Panearía el PAN DE MAMÁ, la cual trabaja en un equipo familiar para brindarle un producto con calidad, con el objetivo de satisfacer sus gustos y necesidades, el pan integral con sabor a chocolate PANINCHO, es un producto realizado a base de harina integral de trigo para pan, miel, sal, levadura seca, azúcar morena, de agua tibia, harina blanca para espolvorear, Cacao en polvo y Aromatizante de cacao, identifica y comunica la promesa y personalidad de la empresa, con un logo apropiado, estético, refleja la credibilidad y el trabajo en familia. El nombre, logo y eslogan no poseen complicaciones visuales. Se mantiene la coherencia visual visua l en las comunicaciones tales como: folletos, papelería, la marca es nuestra carta de
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para espolvorear, Cacao en polvo y Aromatizante de cacao, quedando con OLOR: A Chocolate bien horneado, SABOR: A Chocolate, TEXTURA: Suave y crujiente no debe estar quemada y COLOR: Café oscuro sin contener material extraño. El pan integral favorece una mejor masticación por su estructura más crujiente, evitando la acumulación de gases al tragar la comida y facilitando una buena digestión. Empaque
Bolsa de plástico o de papel de 500 gramos: El producto debe estar empacado en materiales atóxicos que aseguren la buena conservación e higiene del producto. Peso/pieza:10+/-2g Valor energético: 376 kcal Proteinas:12.9g Hidratos de carbono: 65.0g
Etiqueta
Almidones: 67.6g
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Presentación
500 gramos de capacidad
Cantidad
Dependiendo del tamaño y la cantidad de pan que adquiera
Vida útil
Dos meses Todos nuestros panes están elaborados con masa madre utilizando harinas de primera calidad.
Información
La fermentación de nuestras masas es como mínimo de 6 horas, con lo que
adicional
se consigue que los panes tengan más sabor y sean muy saludables. En el proceso de elaboración se respetan los tiempos de reposo, tanto en la fase de masa en bloque, como en su división y formado. recomendable para personas diabéticas, ayuda a reducir el
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Para lo cual se deberá realizar un plan de exhibición con contenidos acordes a sus gustos y necesidades, se trata de conocer lo más posible a las personas a las que nos dirigimos para, de esta manera, captar mejor su atención y no aburrirlas con contenidos superfluos. PRECIO Se determina de acuerdo al ciclo de vida del producto; el precio se relacionan con la reducción del riesgo económico mediante estrategias, tales como: Ofrecer un mejor precio que la competencia, ampliar la frecuencia de consumo, permitir el uso en mayor número de
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Con el cambio de precio se pueden tener dos opciones: Subir los precios: Con una subida de precios puedes ofrecer productos o servicios complementarios para diferenciarte del resto y conseguir un mayor beneficio con un menor esfuerzo. Bajar los precios: Es importante para la empresa porque ayuda a: Adquirir nuevos clientes rápidamente: Nuevos clientes quitándoselos a la competencia, atraídos por el precio o nuevos clientes que sean usuarios y que no habían probado antes el
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Para el presente trabajo, se determinó como población, los potenciales consumidores de la ciudad de Neiva, hombres y mujeres de todas las edades y extractos socioeconómico, lo anterior teniendo en cuenta que la mayoría de nuestros clientes interesados en probar un producto nuevo y ya ya que PANINCHO es un producto integral, lo cual cual hace que este producto les llame más la atención por el cuidado con su alimentación.
ANÁLISIS DE COMPETENCIAS
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Aumentar las visitas a tu página web.
Ayudar a mejorar tu imagen de marca. b. b. Realizar demostraciones Para hacer que tus clientes te conozcan, vean cómo funcionan tus productos y conozcan los beneficios de su uso, haz demostraciones de forma habitual al mayor número de clientes potenciales, algunos ejemplos son: Demos, degustaciones, muestras mues tras gratuitas. c. Brindar servicios adicionales gratuitos
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f. Monitoreo del equipo de ventas: Es una estrategia que nos ayuda a cumplir con todas las metas y los objetivos planteados por la dirección de la empresa. Este monitoreo implica establecer indicadores que ayuden a determinar la satisfacción del cliente, el desempeño del
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INFORME DEL PLAN DE MARKETING
Efectividad de cada vendedor: control sobre la cantidad de ventas que ha realizado cada vendedor, así como el número de clientes o potenciales clientes que ha conseguido.
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INFORME DEL PLAN DE MARKETING
Numero
de Aumentar
capacitación/Nivel de habilidades, productividad
las Realizar
jornadas
de
y capacitación permanentes
capacitación de los y
promoción
y Trimestral
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INFORME DEL PLAN DE MARKETING
ESTEBAN
8
PAN SURTIDO, CAFE
$8.000
Lunes y viernes
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vende a un precio al intermediario y este va v a a vender a otro precio al cliente final para obtener su ganancia.
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