Browsing by Author "Vargas Molina, Abner Abel"

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    “plan estratégico de marketing para consolidar el posicionamiento de la marca prolimsa en los consumidores del mercado de productos de limpieza en la provincia de trujillo”
    (Universidad Nacional de Trujillo, 2015) Vargas Molina, Abner Abel; Vallejos Tello, Diego
    The overall objective of the research was to design a strategic marketing plan for the consolidation of the brand of PROLIMSA in the market of cleaning products in Trujillo Province. The methodology used in the research was descriptive, so the research is based on the collection and analysis of information, to propose solutions to problems encountered. The sample subjects were constituted by women of lower socioeconomic B and C between the ages of 25-75 years old, users or non-users of cleaning products that work at home (housewives) or other gainful activity (dependent or independent) in the province of Trujillo. The research showed how the design of a strategic marketing plan can strengthen the brand positioning PROLIMSA cleaning products in the market of Trujillo. For which, was diagnosed the current situation of the company and the market cleaning products at national and local level, showing a negative return in recent years for PROLIMSA. Strategies were established for local positioning of PROLIMSA company in the city of Trujillo, based on the marketing mix, which determined in the product a new package as preferred by the consumer; in the price, as a leadership by reducing the 10%; in plaza, the company hasn’t a strategic location, it’s need to choose a new location more accessible and more attractive for consumers, it’s need a merchandising use in promoting loyalty and techniques as fairs, conventions and sponsorships. Keywords: Marketing, Strategic Marketing Plan, Cleaning Products, Positioning.
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    “plan estratégico de marketing para consolidar el posicionamiento de la marca prolimsa en los consumidores del mercado de productos de limpieza en la provincia de trujillo”
    (Universidad Nacional de Trujillo, 2015) Vargas Molina, Abner Abel; Vallejos Tello, Diego
    The overall objective of the research was to design a strategic marketing plan for the consolidation of the brand of PROLIMSA in the market of cleaning products in Trujillo Province. The methodology used in the research was descriptive, so the research is based on the collection and analysis of information, to propose solutions to problems encountered. The sample subjects were constituted by women of lower socioeconomic B and C between the ages of 25-75 years old, users or non-users of cleaning products that work at home (housewives) or other gainful activity (dependent or independent) in the province of Trujillo. The research showed how the design of a strategic marketing plan can strengthen the brand positioning PROLIMSA cleaning products in the market of Trujillo. For which, was diagnosed the current situation of the company and the market cleaning products at national and local level, showing a negative return in recent years for PROLIMSA. Strategies were established for local positioning of PROLIMSA company in the city of Trujillo, based on the marketing mix, which determined in the product a new package as preferred by the consumer; in the price, as a leadership by reducing the 10%; in plaza, the company hasn’t a strategic location, it’s need to choose a new location more accessible and more attractive for consumers, it’s need a merchandising use in promoting loyalty and techniques as fairs, conventions and sponsorships. Keywords: Marketing, Strategic Marketing Plan, Cleaning Products, Positioning.