Propuesta estratégica de mercadeo para el posicionamiento de marca de la purificadora de agua “Aqua Siloé”
Loading...
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Description
El presente estudio se elaboró con la finalidad de proponer un plan estratégico de
mercadeo para lograr un alto posicionamiento de la marca “Aqua Siloé” e incrementar las
ventas de la empresa identificando el posicionamiento actual de la marca y conociendo las
perspectivas de los consumidores, los competidores y del mercado. Se analizó las estrategias y
herramientas utilizadas para el posicionamiento de las marcas a través un estudio mixto
mediante un diseño concurrente con alcance descriptivo y la aplicación de un cuestionario y
entrevista como instrumentos para la recolección de la información. Se identificó con relación
al agua embotellada el nivel de importancia de los consumidores en función a los atributos y
características del producto, las razones de preferencia, así como los hábitos de consumo. Se
determinó en base a la percepción de los consumidores que la marca Aguazul cuenta con mayor
posicionamiento en el mercado. En conclusión, el estudio permitió conocer que la marca Aqua
Siloé ocupa el quinto lugar en el mercado caracterizado por un posicionamiento débil, así como
las estrategias y herramientas de posicionamiento utilizadas por las empresas en general son
las promociones, la publicidad y el uso de las redes sociales como medio de posicionamiento.
This study was prepared with the purpose of proposing a strategic marketing plan to achieve a high positioning of the Aqua Siloe’s brand and increase the level of sales of the company, identifying the current positioning of the brand and knowing the perspectives of the consumers, competitors, and the market. The strategies and tools used for the positioning of the brands were analyzed through a mixed study by a concurrent design with descriptive scope and the application of a questionnaire and interview as instruments for the collection of information. In relation to bottled water, the level of importance of consumers was identified based on the attributes and characteristics of the product, the reasons for preference, as well as consumption habits. Based on consumer perception, it was determined that the Aguazul’s brand has a higher market position. In conclusion, the study allowed to know that Aqua Siloe’s brand occupies the fifth place in the market characterized by a weak positioning, as well as the positioning strategies and tools used by companies in general are promotions, advertising, and the use of social networks as a means of positioning
This study was prepared with the purpose of proposing a strategic marketing plan to achieve a high positioning of the Aqua Siloe’s brand and increase the level of sales of the company, identifying the current positioning of the brand and knowing the perspectives of the consumers, competitors, and the market. The strategies and tools used for the positioning of the brands were analyzed through a mixed study by a concurrent design with descriptive scope and the application of a questionnaire and interview as instruments for the collection of information. In relation to bottled water, the level of importance of consumers was identified based on the attributes and characteristics of the product, the reasons for preference, as well as consumption habits. Based on consumer perception, it was determined that the Aguazul’s brand has a higher market position. In conclusion, the study allowed to know that Aqua Siloe’s brand occupies the fifth place in the market characterized by a weak positioning, as well as the positioning strategies and tools used by companies in general are promotions, advertising, and the use of social networks as a means of positioning