P á g i n a | 2
ÍNDICE 1
LA EMPRESA... EMPRESA........ ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ............ ................. ..................... .................. .......4 4 1.1 HISTORIA........................... HISTORIA............................................... ........................................ ........................................ ................................ ............ 4 1.2. DIRECCIONAMIENTO DIRECCIONAMIENTO ESTRA ESTRATÉGICO................................... TÉGICO....................................................... ........................ ....6 6 1.3. MERCADO MERCADO OBJETIO.......................... OBJETIO.............................................. ........................................ .................................... ................! ! 1.4. COMPETENCIA..................... COMPETENCIA........................................ ....................................... ........................................ ............................... ........... " 1.#. PARTICIP ARTICIPACI$N ACI$N DE MERCADO............... MERCADO................................... ........................................ ................................. ............." " 1.6. MATRI% MATRI% &ODA........................... &ODA............................................... ........................................ ........................................... ....................... 1' 1.!. AN(LISIS DE LAS # &)ER%AS DE PORTER...............................................12 2 MARCO MARCO CONCEPT) CONCEPT)AL... AL........ .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ......... ......... .......... ..........14 .....14 3 MI* DE LA EMPRE EMPRESA... SA........ ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... ............... .................... ................16 ......16 3.1 ME%CLA ME%CLA PROD)CTO. PROD)CTO...... .......... .......... ......... ......... .......... .......... .......... .......... .......... ............. ................... ...................1! ........1! 3.1.1 AMPLIT)D.......................................................................................1! 3.1.2 PRO&)NDIDAD...............................................................................1! 3.1.3 LONGIT) LONGIT)D.... D......... .......... .......... ......... ......... .......... .......... .......... .......... .......... ........... ................ ..................... .................1" ......1" 3.1.4 C+n,i,-n C+n,i,-n/ia. /ia...... ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... ......... ......... .......... ............. ..............10 ......10 3.1.# MATRI% MATRI% BCG..... BCG.......... .......... .......... .......... .......... .......... ......... ......... .......... .......... ............ .................. ..................... ............ 10 3.1.6 3.1.6 COMPON COMPONENT ENTES ES DE LA ME%CLA ME%CLA DE PROD) PROD)CTO CTOS.. S..... ...... ...... ...... ...... ....... ........ .......2' ...2' 3.1.! ESTRA ESTRATEGAS TEGAS DE PROD)CTO PROD)CTOS.... S......... .......... ......... ......... .......... ........... ................ ..................... ............21 .21 3.1." 3.1." PROP) PROP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ME%CLA ME%CLA DE DE PROD) PROD)CTO CTOS...... S..............21 ........21 3.2 ME%CLA ME%CLA DE PRECIO... PRECIO........ .......... ......... ......... .......... .......... .......... .......... .......... .......... .......... ........... ................ ...............22 .....22 3.2. 3. 2.1 1 OB OBJE JETI TI OS DE LOS PR PREC ECIO IOS S...........................................................22 3.2 3. 2.2 &IJ IJA ACI CI$N $N DE PR PRE ECI CIOS OS.....................................................................23 .....................................................................23 3.2.3 3.2 .3 ES ESTR TRA ATEG TEGIAS IAS DE DE PRECIO PRECIOS S PROD) PROD)CTO CTOS S N)EO N)EOS S E*ISTEN E*ISTENTES TES..23 ..23 3.2. 3. 2.4 4 C$ C$MO MO EN& EN&RE RENT NTA A )NA )NA G)ER G)ERR RA DE PRE PRECI CIOS OS.......... .................... ..................... .............23 ..23 3.2.# 3.2 .# PR PROP) OP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ME% ME%CLA CLA DE DE PROD) PROD)CTO CTOS S ..............23 3.3 ME%CLA DE PLA%A...............................................................................24 3.3 3. 3.1 ESTR TRA ATEG EGIA IAS S DE PL PLA% A%A A .................................................................24 3.3. 3. 3.2 2 NI NIE ELE LES S DE DI DIST STRI RIB) B)CI CI$N $N............................................................2# ............................................................2# 3.3. 3. 3.3 3 CA CANA NALE LES S DE DI DIST STRI RIB) B)CI CI$N $N...........................................................2# ...........................................................2# 3.3.4 3.3 .4 PR PROP) OP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ESTR ESTRA ATEG TEGIA IA DE PLA%A PLA%A..................26 ..................26
P á g i n a | 2
ÍNDICE 1
LA EMPRESA... EMPRESA........ ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ............ ................. ..................... .................. .......4 4 1.1 HISTORIA........................... HISTORIA............................................... ........................................ ........................................ ................................ ............ 4 1.2. DIRECCIONAMIENTO DIRECCIONAMIENTO ESTRA ESTRATÉGICO................................... TÉGICO....................................................... ........................ ....6 6 1.3. MERCADO MERCADO OBJETIO.......................... OBJETIO.............................................. ........................................ .................................... ................! ! 1.4. COMPETENCIA..................... COMPETENCIA........................................ ....................................... ........................................ ............................... ........... " 1.#. PARTICIP ARTICIPACI$N ACI$N DE MERCADO............... MERCADO................................... ........................................ ................................. ............." " 1.6. MATRI% MATRI% &ODA........................... &ODA............................................... ........................................ ........................................... ....................... 1' 1.!. AN(LISIS DE LAS # &)ER%AS DE PORTER...............................................12 2 MARCO MARCO CONCEPT) CONCEPT)AL... AL........ .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ......... ......... .......... ..........14 .....14 3 MI* DE LA EMPRE EMPRESA... SA........ ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... ............... .................... ................16 ......16 3.1 ME%CLA ME%CLA PROD)CTO. PROD)CTO...... .......... .......... ......... ......... .......... .......... .......... .......... .......... ............. ................... ...................1! ........1! 3.1.1 AMPLIT)D.......................................................................................1! 3.1.2 PRO&)NDIDAD...............................................................................1! 3.1.3 LONGIT) LONGIT)D.... D......... .......... .......... ......... ......... .......... .......... .......... .......... .......... ........... ................ ..................... .................1" ......1" 3.1.4 C+n,i,-n C+n,i,-n/ia. /ia...... ......... ......... .......... .......... .......... .......... .......... .......... .......... .......... ......... ......... .......... ............. ..............10 ......10 3.1.# MATRI% MATRI% BCG..... BCG.......... .......... .......... .......... .......... .......... ......... ......... .......... .......... ............ .................. ..................... ............ 10 3.1.6 3.1.6 COMPON COMPONENT ENTES ES DE LA ME%CLA ME%CLA DE PROD) PROD)CTO CTOS.. S..... ...... ...... ...... ...... ....... ........ .......2' ...2' 3.1.! ESTRA ESTRATEGAS TEGAS DE PROD)CTO PROD)CTOS.... S......... .......... ......... ......... .......... ........... ................ ..................... ............21 .21 3.1." 3.1." PROP) PROP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ME%CLA ME%CLA DE DE PROD) PROD)CTO CTOS...... S..............21 ........21 3.2 ME%CLA ME%CLA DE PRECIO... PRECIO........ .......... ......... ......... .......... .......... .......... .......... .......... .......... .......... ........... ................ ...............22 .....22 3.2. 3. 2.1 1 OB OBJE JETI TI OS DE LOS PR PREC ECIO IOS S...........................................................22 3.2 3. 2.2 &IJ IJA ACI CI$N $N DE PR PRE ECI CIOS OS.....................................................................23 .....................................................................23 3.2.3 3.2 .3 ES ESTR TRA ATEG TEGIAS IAS DE DE PRECIO PRECIOS S PROD) PROD)CTO CTOS S N)EO N)EOS S E*ISTEN E*ISTENTES TES..23 ..23 3.2. 3. 2.4 4 C$ C$MO MO EN& EN&RE RENT NTA A )NA )NA G)ER G)ERR RA DE PRE PRECI CIOS OS.......... .................... ..................... .............23 ..23 3.2.# 3.2 .# PR PROP) OP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ME% ME%CLA CLA DE DE PROD) PROD)CTO CTOS S ..............23 3.3 ME%CLA DE PLA%A...............................................................................24 3.3 3. 3.1 ESTR TRA ATEG EGIA IAS S DE PL PLA% A%A A .................................................................24 3.3. 3. 3.2 2 NI NIE ELE LES S DE DI DIST STRI RIB) B)CI CI$N $N............................................................2# ............................................................2# 3.3. 3. 3.3 3 CA CANA NALE LES S DE DI DIST STRI RIB) B)CI CI$N $N...........................................................2# ...........................................................2# 3.3.4 3.3 .4 PR PROP) OP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ESTR ESTRA ATEG TEGIA IA DE PLA%A PLA%A..................26 ..................26
P á g i n a | 3 3.4 PROMOCI$N PROMOCI$N.... ......... .......... .......... .......... .......... .......... .......... .......... .......... .......... .......... ................ ..................... ...................2! .........2! 3.4.1 P)BLICIDAD....................................................................................2! 3.4 3. 4.2 P++/ +/i+ i+n n,, 5 5 n n-a -a....................................................................20 ....................................................................20 3.4.3 MERCHA HAN NDISING NG............................................................................31 ............................................................................31 3.4 3. 4.4 MA MAR R7ET ETIN ING G DI DIR REC ECTO TO.....................................................................32 .....................................................................32 3.4 3. 4.# R8a 8a//i+ i+n n, P9 P9:8 :8i/ i/a a,........................................................................33 3.4.6 3.4 .6 PR PROP) OP)EST ESTA A PAR PARA A MEJOR MEJORAR AR LA ME% ME%CLA CLA DE DE PROMO PROMOCI$ CI$N N...............34 3.# CONCL) CONCL)SION SIONES ES RECOMEND RECOMENDACI ACIONES ONES..... ......... ......... .......... .......... .......... ............... ...................34 .........34
P á g i n a | 4
INTROD)CCI$N D,5 ,; 88ga5a a8 P9 n 1"0!< H8a5+, D=On+>i+< , ?a 5,-a/a5+ @+ +>/ ;na a@8ia ai5a5 5 ?8a5+,< /;i5an5+ a8 5-a88 8a /a8i5a5 5 -+5+, ,;, ing5in-, /-a, a5á, 5 ,; 8a:+a/in< ; , a8ia /+n 8a á, a8-a -/n+8+gFa.C+n 8 -i@+ H8a5+, D=On+>i+ , ?a /+n,+8i5a5+ /++ 8a a/a 5 ?8a5+, @>i5a ;na 5 8a, á, ;i5a, @+ 8+, @;an+,. C+n á, 5 3' @+5;/-+,< , ?a /aa/-ia5+ @+ +>/ ?8a5+, i/+,< 5 5i>n-, ,a:+, 5 /a8i5a5. E8 @,n- -a:a+ , /n-aá :á,i/an- n 8+, @+5;/-+, ; D=+n+>i+ +>/< -a8, /++ H8a5+, 5 /a H8a5+, 5 ?i8+. P,n-an5+ -+5+, 8a, 8Fna, 5 ?8a5+ ; n+, +>/ 8a a/a< 8+, @/i+, -n-a-i+,< 8+, 8;ga, 5 5i,-i:;/in 8a @++/in ; a8ia @+ /a@aa.
P á g i n a | 5
1 LA EMPRESA
1.1
HISTORIA
D=+n+>i+ , ;na a/a @,a @;ana >;n5a5a @+ 8 i-a8ian+ P5+ DOn+>i+ ; ,-á 8iga5a a 8a n-a 5 ?8a5+, a,F /++ 5 @an-n< /?+/+8a-,< -/. DOn+>i+ -in ;na -a/-+ia ; 8aga n P9. A/-;a8n-< @-n/ a N,-8 P9. DOn+>i+ ,-á 5iigi5+ a ;n /a5+ a@8i+ , /+n,;i5+ @+ gn- 5 -+5a, 8a, 5a5,. @i-+ D=On+>i+ na/ n 1"#0 n 8a /i;5a5 5 S,,a A;;n/a< Ca,-a< I-a8ia< 88ga a8 P9 /+n ,; >ai8ia n 1"0!< 55i/án5+, 5 in5ia-+ a ;n ng+/i+ ; @aa 8+, @;an+, 5 a;8 n-+n/, a 5,/+n+/i5+< 8a @@aa/in 5 8+, ?8a5+,. L+, D=On+>i+ , ,-a:8/n @i+ n 8a /a88 Pa/?a/ai88a< 5,@;, n 8a /a88 Gana5+, @+ 98-i+ n 8a ,;ina 5 San5ia Ti@;ani< n 8 :ai+ 5 C?a/ai88a 5+n5 @an/n ?a,-a 1014< a+ n ; , -a,8a5an a ,; n;+ 8+/a8 5 8a A. Ga;. ni/ian 8 ng+/i+ /+n ;na /a-i-a 5 a5a a -a//in ?;ana @aa 8 @a-+ 5 ,;, ?8a5+,. A,F< 8a Kg;a 5 Pi-+ @ia a ?a/, >a+,a< -an-+ /++ 8 -+; 5 /+n-a ; ;-i8ia:a @aa an;n/ia ,; @a,+ @+ 8a, /a88, 8ia,< +>/in5+ a 8+, -an,9n-, ;n ?8a5+ 5 /a 5n+ina5+ I@ia8. Paa 8a @@aa/in 5 ,;, ?8a5+, Pi-+ -aFa ni 5 8+, An5, ?a,-a ; n 10'"< ,ig;in5+ 8 /+n,+ 5 ;n ingni+ n+-ai/an+< /+@a ;na @8an-a @aa 8a >a:i/a/in 5 ?i8+ a-iK/ia8. La @,a @+,@a a;n-an 8a, /a-a, aai88a, @aa 8a 5i,-i:;/in 5 8+, ?8a5+,< ,in :ag+< /++ ,-+, , n5n ,+8an- /in/+ ,, a8 a+< , -in ; @n,a n a@8ia 8a @,a a ;n ,/-+ ; , an-;i, a/-i+ n /;a8;i @+/a 58 a+< , a,F ; , +@-a @+ -n5 8 ng+/i+ a8 á:i-+ 5 8a, g+8+,ina,. La @ia >á:i/a 5 /?+/+8a-, D=On+>i+< /+n ;i@+ in5;,-ia8 a5;ii5+ n E;+@a< , in,-a8a n 8 a+ 1024 n 8 in C+-a:a:a,< a5a/n- a 8a @8an-a 5 ?i8+ ?8a5+,. a n ,+, a+, 8+, D=On+>i+ a5á, 5 ?8a5+, @+5;/n /?+/+8a-, 5 a8-F,ia /a8i5a5< ga88-a, /aa8+, 5 -+5+ -i@+. En 103!< Pi-+ D=On+>i+ ; a 8a 5a5 5 !" a+,< 5an5+ 8a @+,,in 58 ng+/i+ a ,; @i+gni-+< An-+ni+< ;in 5,5 ;n ini/i+ , i@;,+ 8a -aa 5 a@8ia8+ +5nia8+. E8 //iin-+ a -a8 ; +:8iga a 8a @,a a /a:ia 5 8+/a8. C+Fan 8+, a+, #' /;an5+ 8a n;a ,5 , Ka n -n+, 58 >;n5+ Aa:;9< ,+: ;n áa 5 36<''' 2 /+n >n- a 8a A. n;8a. D;an- 8a 5/a5a 5 8+,
P á g i n a | 6 6' , -ina 5 -a,8a5a 8a @8an-a 5 ?8a5+, -+-a8n- +5nia5a /+n ;i@+, @aa 8a @+5;//in 5 ?8a5+, -i@+ I/ Ca. En ,+, a+, An-+ni+ a ?a:Fa a8ia5+ ;n i@+-an- a/;5+ /+n 8a Ka A8agna 5 Mi8an+< /+@an5+ 8a >;8a @aa 8a @+5;//in in-+5;//in n 8 P9 58 Pan--+n 8 5/?+ 5 ;-i8ia 8a /+n>//in /aa/-F,-i/a 58 @+5;/-+ A8agna ; ,i:+8ia:a /+n 8a A 8 D;++ 5i Mi8an+ D=On+>i+ 8+ ?i+ /+n 8a D. An-+ni+ D=On+>i+ >a88/ n 10!'< @+ ,; >ai8ia ,ig;i -a:aan5+ /+n ,+ in-+5;/in5+ inn+a/i+n, /an5+ @;n-+, 5 n-a, /+nK-Fa,. D;an- 8a 5/a5a 5 8+, 0' /+n-a:an /+n ;n gan i@i+ /+/ia8 ; n 100! >; a5;ii5+ @+ 8a Ka N,-8 P9< ; ?+ ,ig; an-nin5+ ,;, a/-ii5a5, n 8 i,+ 8+/a8 5 8a A. n;8a< /+n-in;an5+ /+n 8a -a5i/in 5 ,-a a/a -an ;i5a a@/ia5a @+ -+5+, 8+, @;an+,. &;n-, E8 C+/i+< N,-8 Q &+-+, &+-+-/a 5 8a Iniga/in I-a8iana
1.2. DIRECCIONAMIENTO ESTRATÉGICO MISIÓN:
S ;na @,a Di,-i:;i5+a C+/ia8ia5+a 5 H8a5+, DOn+>i+ /+n,-;i 8a/i+n, 5 8ag+ @8a+ /+n 8+, /+n,;i5+, ,;,-n-a5a, >;n5an-a8n- n 8 ,i/i+ inn+a/in /a8i5a5 5 8+, @+5;/-+, ; 5i,-i:;n< @+@+/i+nán5+8, +n-+, /á8i5+,< a8g,. VISIÓN:
S; i,in , 8a 5 , LF5, n Di,-i:;/in a-n/in a8 C8in-< +>/in5+ /a8i5a5< ,@+n,a:i8i5a5 @+5;/-+, a8 a8/an/ 5 -+5+,< +a 8 ,i/i+ , @/i:i5+, @+ 8 /8in- /+n,;i5+. Man-nin5+ 8a a/a >,/a< +n 5inái/a a -a, 5 8a inn+a/in 5i>n/ia/in< a-n5in5+ /a5+, n;+, +:-@in5+ ,+8i5 /+ni/a . Valo!"
C+@+i,+. R8a/i+n, @,+na8, :a,a5a, n 8a /+nKana ,@-+ ;-;+< La8-a5 i:i8i5a5 a8 /a:i+ Rol So#$al
N;,-+ @in/i@a8 +8 /+n 8a /+;ni5a5 , LA ALIMENTACI$N< n n;,-a @+/;@a/in @+ 8 n-+n+ ,+/ia8< g;a5a+, 8a, +, 8a/i+n, /+n 8+, /in+,< /+i,aFa, ;ni/i@a8i5a5,< a Kn 5 a@+-a8, a;5a8+, n +:a, 5 :in ,+/ia8< ,+: -+5+ 8a, 8a/i+na5a, /+n ni+,. Ta:aa+, /+n &;n5a5,< O@a/in S+ni,a< Ni+ San+< Aa/;/?+< T8-n< M/a5+ 5 P;8ga, +-a,. E#olo%&a
P á g i n a | ' La g,-in 5 ,@+n,a:i8i5a5 ,+/ia8 ,@+n5 a 8a K8+,+>Fa 5 Ca/in 5 a8+ C+@a-i5+< 8a /;a8 , /n-a n 8+, á:i-+, 5 8a n;-i/in< 8 ag;a 8 5,a+88+ ;a8. ($lo"o)&a *! +$*a D,o-o)$o
E8 i-+ , 5: a 8a 55i/a/in 5 8+, -a:aa5+, n ,; a+Fa< /+n-an5+ /+n ;na gan /a8i5a5 5 @+5+, ; ?a/n ; ;n @+5;/-+ ,a :in a/@-a5+ @+ n;,-+ /8in-, inn+an5+ /+n 8 @+5;/-+< a8ian5+ a8iana, ,-a-gi/a, /+n @,a, gan5, /+n+/i5a, a8 ni8 na/i+na8 in-na/i+na8.
1.3. MERCADO O/ETIVO Lai :a,a ,; /a5+ n 5i,a, n/,i5a5, /aa/-F,-i/a, ; 5an a /+n+/ 8+, /+n,;i5+,. L+, @in/i@a8, @+5;/-+, 8á/-+, ; 8a:+a Lai , @;5n ag;@a n ,i, :8+;, L/?,< n 5+n5 , 8 +>/ a 8+, /+n,;i5+, ;na a@8ia ai5a5 5 @+5;/-+, a5/;án5+, a 8a, 5i,-in-a, n/,i5a5,. Dn-+ 5 ,- ;:+ n/+n-a+, L/? Ea@+a5a n-a< 8ig?- @aa ni+, L/? &,/a n-a< ,i5,/a5a n-a /+n /a8/i+ ?i+ S:8- 8/? 1'' 5,/a5a L/? Sin La/-+,a 5 S+a. +g;-,< /+n>+a5+, @+ ;na a@8ia ai5a5< 5,5 +g;-, @aa ni+, 88aa5+, Bi+ni+, ?a,-a +g;-, ,in La/-+,a< a5/;án5+, -a:in a 8a, 5i>n-, n/,i5a5, 5an5a, 5 8+, /+n,;i5+,. U;,+,< n 5+n5 n/+n-a+, ;,+, /+;n, /++ EDAM< DAMBO< MO%ARELLA< -/.< ;,+, a-,ana8,< ;,+, >,/+,< ;,+, >;n5i5+, ;,+, S:8-. J;g+, n/-a,< n 5+n5 n/+n-a+, 5i,-in-+, ,a:+, n 8a, 5i,-in-a, @,n-a/i+n, -an-+ /++ 8+, 5n+ina5+, J;g+, 5 &;-a /++ 8a ,//in S:8- Man-;i88a,< Magaina, Ca, 5 L/?. A ,; < Lai ?a 5,a+88a5+ ;na 8Fna 5 @+5;/-+, 88aa5a Bi+ Lai< 8a /;a8 a -a, 5 ;n 8ag+ @+/,+ 5 in,-iga/in ?a 8+ga5+ @+,i/i+na, /++ 8a a;5a ; 8a, @,+na, n/,i-an @aa @ni +a ,; ,a8;5< a -a, 5 ;n @+/,+ 5 /@a, :nK/i+,a, /+n 8a, ; /;n-an ,;, +g;-,. Dn-+ 5 ,- /+n/@-+ 5,-a/a Lai Bi+ D>n,a< 8 /;a8 /+n,-i-; ;n a8in-+ 8á/-+ na-;a8 ; /+n-in i88+n, 5 i/++gani,+, i+, :nK/i+,+, @aa 8a ,a8;5. A?+a :in< 5:i5+ a ; 8+, @+5;/-+, ; +>/ Lai ,+n 5 /+n,;+ 5iai+ @ia n/,i5a5< -in ;n /a5+ +:-i+ a@8i+. Bá,i/an- ,Fa a 8a, @,+na, 5 1! a+, n 58an- 5 -+5+, 8+, ,/-+,. A8g;n+, @+5;/-+,
P á g i n a | 0 /++ 8a 8Fna ,:8- -in /++ +:-i+ a8 8a @+:8a/in ; /;i5a 8a, /a8+Fa, ; ingi a@+. 3# 5 8a @+:8a/in.
1.4. COMPETENCIA E8 /a5+ 5 8á/-+, 5ia5+, n 8 P9 ,-á /+n>+a5+ @+ aia, @,a,< @+ 3 ,+n 8a, ; ,+:,a8n Lai< G8+ia N,-8. a N!"l P! S.A.: S;:,i5iaia 58 g;@+ ,;i+ N,-8< /+n ,;, +@a/i+n, n P9 n 1010< i@+-an5+ ,;, @+5;/-+, 5,5 ,; @8an-a n S;ia. En 1042 a@-; ,; @ia @8an-a n C?i/8a+ a+, 5,@;,< n 100!< a5;ii 8a >á:i/a @;ana 5 ?8a5+,< @an-+n, g+8+,ina, DV+n+>i+. En 8a a/-;a8i5a5 N,-8 /;n-a /+n -, @8an-a, ;:i/a5a, n Lia< C?i/8a+ Caaa/a< @aa 8 a/+@i+ 5 8/?.
: Glo$a S.A.: LF5 n 8 /a5+ 5 8á/-+, n 8 P9< ini/i +@a/i+n, n 1041< n 10"6 8a @,a @;ana J+, R+5Fg; Ban5a SA a5;ii ;n @a;- a+i-ai+ 5 G8+ia gnán5+, 8+ ; ?+ , /+n+/ /++ G;@+ G8+ia. En 1000 G8+ia S.A. a:,+:i @+ >;,in< 8a @,a Cani8a/ S.A. 5 Caaa/a< aa5in5+ a ,; @+5;//in @+@ia 5 ;,+,< 8+, ;,+, a5;a5+, -a:in a@8i 8a >+n-a 5 /+8//in 5 8/? >,/a @aa 8 a:a,-/iin-+ 58 C+@8+ In5;,-ia8< -a,8a5an5+ 8/? 5,5 Caaa/a. D,5 8 a+ 2''3 a -a, 5 ,; a-i JORBSA G8+ia ?a @an5i5+ ,;, ng+/i+, n 8 /a5+ in-na/i+na8 a -a, 5 a5;i,i/in 5 5i,a, @,a, Q+ /+n>+a/in 5 a,+/ia/i+n,.
1.5. PARTICIPACIÓN DE MERCADO E8 /a5+ 5 8á/-+, 5ia5+, ,-á +/;@a5+ @in/i@a8n- @+ G8+ia< ,g;i5+ @+ Lai N,-8. E8 +n-+ ,-an- ,-á /+n>+a5+ @+ PWD An5ina @+5;/-+, a-,ana8,
P á g i n a |
M!#a*o *! la#1!o" 5 *!$+a*o" GLORIA PW5 ANDINA
LAIE OTROS
"3 1 0 !0
Paa !l !#a*o *! L!#7! !+a8oa*a: Ma#a Glo$a
9 ' 9 N!"l! 14 9 P;a 11 V$*a 9 La$+! 9 Paa !l !#a*o *! L!#7! )!"#a: Ma#a Glo$a
9 5 9 La$+! 21 9 P;a V$*a 9 V$%o ' 9 Paa !l !#a*o *! <;!"o )!"#o: Ma#a A %a-!l La$+!
9 ' 9 1
NESTLE
P á g i n a | 1
o-l Ca=aa <;$-o
4 9 1 1 9 9
Paa !l !#a*o *! ;%o; !%;la: Ma#a Glo$a La$+! P;a V$*a V$%o
9 '5 9 12 9 0 9 3 9
Paa !l !#a*o *! o%; l$%7: Ma#a Glo$a La$+! V$%o P;a +$*a
9 61 9 22 9 0 9 5 9
1.6. MATRI> (ODA 1.2 Análisis Interno:
(oal!@a"
AN?LISIS (ODA
P á g i n a | 11 1. La a+Fa 5 @,+na, 8a/in 8a iagn 5 LAIE /+n @+5;/-+, 5 gan /a8i5a5 5:i5+ a8 gan -i@+ ; -in n 8 /a5+ 8a, :;na, @in/ia, /+n ,;, @+5;/-+,. 2. Ini- gan5, ,;a, 5 5in+ n @;:8i/i5a5 Gan< ,in5+ 21.'" a+ ; 8a 5 G8+ia S.A. 3. La, in,-a8a/i+n, 5 @+5;//in , 8a a5/;a5a a ; ,; 5i,-i:;/in 88ga a -+5+ 8 P9 /;n-a /+n @8an-a, ,@/ia8ia5a, a855+ 58 @aF,< >a/i8i-an5+ ,; 5i,-i:;/in Kna8. 4. C;n-a /+n @8an-a, ,@/ia8ia5a, -an-+ @aa ,; 8a:+a/in< na,a5+< /+n-+8 5 /a8i5a5 a8a/na 5 8+, +g;-, a,F @;5 88ga ;n @+5;/-+ 5 gan /a8i5a5 a -+5+, 8+, ?+ga, @;an+,. #. Lai 8ana /+n-in;an- n;+, ,a:+, 5 +g;- a ; 8+, g;,-+, 5 8+, /+n,;i5+, /a5a , á, in5ii5;a8ia5+. 6. MaX-ing Mi P+5;/-+ +g;- Lai ,;8 ?a/ ;na ,-a-gia 5 5i>n/ia/in a8 -n ,a:+, ; +igina8, 9ni/+, n 8 /a5+ @;an+ /++ 8 5 gana5i88a 8inaa. !. Iagn 5 8a @,a Tinn ;na @+8F-i/a 5 5;//in 5 i,i+n, 5 CO2 n ;n 1' @+ a+< @+-n/ian5+ 8a iagn 5 a/a 5 8a @,a /++ ,@+n,a:i8i5a5 ,+/ia8 >n- a -+5+ ,; @9:8i/+ +:-i+. ". Y* B ,-a-ing a, a :ag /+@an< P@,i ?a5 5i,iK5 i-, /+@an -+ a ;8-ina-i+na8 /+@an -?a- ,88, a88 Xin5, +> @+5;/>+ :ag -+ ?+85ing /+n/-,. Ca-a 5 @+5;/-+, /+n 5i,iK/a/in 8a/i+na5a an-;i88a< ;,+,< +g;,< 8/?,< ;g+, :;-i5+,. 0. Y* P@,i /+@a i-,8> Zi-? -?i /+@-i-+ -+ i@+ i-,8> :-- a88 -? -i. C/iin-+ ,+,-ni5+ @aa 8a @,a, n 8+, 98-i+, a+,. [aXn,, D!$l$*a*!" 1. Y* T? ?a8-? i,,;, a :ig i,,;, >+ P@,i 5inX Z?i/? /+n-ain, a 8+- +> >a- an5 ,;ga.L+, @+:8a, 5 ,a8;5 ,+n ;n gan @+:8a @aa 8 aa-+ia 5 ::i5a, 5 P La E8 -a 5 8a ,a8;5 , ;n gan @+:8a @aa 8a a+Fa 5 ,;, @+5;/-+, @+ ,; /+n-ni5+ ga,+ a9/a 5aina @aa 8 +gani,+. 2. ,a,gg>Y* &a88ing :?in5 in In-na-i+na8 aX-,< na8 R;,,ia< n;8a< an5 S+;-? Ai/a.La +5i,aL&a8-a 5 8i5ag+ n @a-i/i@a/in 5 /a5+ n -+5a, ,;, 8Fna, 5 @+5;/-+,. 3. Ba+ ni8 5 ing,+,< n 8a/in a ,; /+@-i5+ á, //an+ G8+ia S.A.Y* P@,i ,@n5 a 8+- +> +n +n n5+,n- 5a8 -+ @+@ ,-a, :;- ;n>+-;na-8 +,- +> i- Za, >ai8;. 4. In,-iga/in D,a+88+ S; in,-iga/in 5 @+5;/-+, , ; :;na @+ 8a /+@-n/ia , a@+/?a 5 ,+ ,a/a @+5;/-+, ii-a5+, a8 @+/+ -i@+ in/8;,+ an-, ; Lai /++ ,;/5i
P á g i n a | 12 /+n 8 \:i+5>n,i,\ ; @i+ 8+ 8an G8+ia /;an5+ Lai 8a 8+ ?a:Fa 5i,a5+. #. P+/a /+5a/in 5 a/a.Y* T?i @++-i+n, a +n8 -+Za5, -n an5 n+- g+Zing gna-i+n Z?+ a -? n- gna-i+n. 6. A8-a /+n/n-a/in 5 ,;, n-a, , n/;n-a n 8 /a5+ 5 8/? a@+a5a. !. MaX-ing Mi P/i+ +g;- Lai a8 -n ;na gan /a8i5a5 n+ -in ;n @/i+ :a+ n 8 /a5+< ;:i/án5+, 5:a+ 58 8F5 G8+ia @+ ;n+, /n-a+, ,-+ ;/?a, /, i@i5 a ; n+ /+@n +g;Lai /+@n 8a /+@-n/ia 5 á, :a+ @/i+ P;a i5a. Análisis Externo:
O8o;-$*a*!":
1. E8 /a5+ 5 5ia5+, 8á/-+, ?a //i5+< 5,-a/an5+ @in/i@a8n- 8 +g;< /;a @+5;//in ?a ni5+ +,-an5+ ;n //iin-+ ,+,-ni5+ n 8+, 98-i+, 6 a+, 58 1'. 2. E8 a:a,-/iin-+ 5 8/? >,/a< 8+, /ana8, 5 5i,-i:;/in< 8 @+,i/i+nain-+ an-ig]5a5 5 8a, a/a, i,-n-,< 5iK/;8-a 8 ing,+ 5 n;+, /+@-i5+,< 8+ ; :nK/ia a 8a, Ka, a i,-n-, n ,- /a5+. 3. EY* B,i5, 7n-;/X &i5 C?i/Xn an5 Pia H;-< P@,i ,?+;85 a8,+ g -+ ,88 -?i @+5;/- in +-? /+;n-^_, 8+/a8 /+@ani,.CY* P@,iC+ ,?+;85 - -+ @an5 in -? n+n/a:+na-5 :ag,< :/a;, +> -? ,-+ng )S /+n,; @>n/, A;n-+ n 8a, n-a, @+ n5 n 8 /+n,;+ 58 +g;- a @a,+, agigan-a5+, /+n,;in5+ a@+ia5an- 1'' i8 -+n8a5a, a8 a+. 4. Ma+ -n5n/ia @+ 8 /+n,;+ 5 @+5;/-+, 8ig?- ; /;i5n 8a ,a8;5. #. E8 /+n,;+ 58 +g;- ?a /a:ia5+ a8 n+ , a?+a ,8+ @aa ni+, ,in+ @aa -+5a, 8a, 5a5,. A!-a@a":
1. La in5;,-ia 5 Lá/-+, n -a@a 5 a5;. 2. C+@-n/ia &;-, @,a, /+@-i5+a, /++ GLORIA S.A +g;- G8+ia +g;- P;a i5a. 3. C+@-n/ia g8+ia -in a+ ai5a5 5 @+5;/-+, n +g;- ` Si +> /+@an Zi88 5an5 a ai5 aX-ing @+ga S+/ia8< /;8-;a8< /+n+i/< @+8i-i/a8 an5 g+nn-a8 /+n,-ain,..
P á g i n a | 13 4. C+@-n/ia 5i>n/ia/in +g;- g8+ia a/a:a 5 8ana ;n n;+ +g;- ,@/ia8n- @aa ni+, 5 1 8i-+ 88aa5+ +g;- ni+, 5 1 a # a+,.E8 Taa+ 5 8a /+@aFa @;5 5an5a ;n aia5+ @+gaa 5 aX-ing< ,+/ia8< /;8-;a8< /+ni/+< @+8F-i/+, ,-i//i+n, g;:nan-a8,.
1.'. AN?LISIS DE LAS 5 (BER>AS DE PORTER 1.
La a!-a@a *! !-a*a
P á g i n a | 14 La a@8ia 5 5 a:a,-/iin-+ 5 8/? >,/a n 8a, @in/i@a8, gana, 58 @aF, /+n,-i-; ;na i@+-an- :aa 5 n-a5a< @;, 8a, @,a, 8á/-a, /+@an 8/? >,/a a á, 5 1' i8 gana5+,. E8 5,a+88+ 5 /+n+Fa, 5 ,/a8a 8a in-ga/in ?a/ia 58an- 5 8a, @in/i@a8, @,a,< ?a/ /+@8i/a5+ 8 ing,+ 5 n;a, @,a, 5:i5+ a8 i,g+ ; i@8i/a n>n-a, a 8a, @,a, 8F5, 58 /a5+. G8+ia @+, @8an-a, 5 @+5;//in 5 8/? n @+8+ n B+8iia Agn-ina< 5,5 5+n5 i@+-a @a- 5 ,;, ;iin-+, 5 ,- in,;+. La, @,a, 8F5, inn inn+an5+ /+n,-an-n- ,;, @+5;/-+, @+ 5i+ 5 8a /a8i5a5 a/a. E,-+ , ;na >+a 5 5i>n/ia ,;, @+5;/-+, ?a/ n+, a//,i:8 8 ing,+ /+@-n/ia 5 n;+, @+5;/-+,. E,-a, @,a, /;n-an /+n 5i,+, /ana8, 5 5i,-i:;/in< ,-+ -a:in /+n,-i-; +-a :aa 5 ing,+. 2.
Po*! *! -!%o#$a#$- *! 8o+!!*o!"
En 8a in5;,-ia 8á/-a< 8+, @in/i@a8, @+5+, ,+n 8+, gana5+,. E8 @in/i@a8 in,;+ , 8a 8/? >,/a< 8a /;a8 @,n-a n @+5i+ n- 3# "# 58 /+,-+ 5 @+5;//in< 5@n5in5+ 58 -i@+ 5 @+5;/-+. E8 a:a,-/iin-+ 5 8/? , a8ia -a, 5 5i,+, @+5+, 5 5i,-in-+, -aa+, /++ &+nga8, >+n5+, gana5+, 8/?+,< gana5+, + a -a, 5 gana5Fa @+@ia. Sin :ag+< , ,-ia ; 58 -+-a8 5 @+5+,< 3 5 ,-+, @,n-an 8 #' 58 a:a,-/iin-+ 8+/a8 5 8/? >,/a. A/-;a8n- 8 a/+@i+ 5 8a 8/? , ?a -n5i5+ a /a,i -+5a 8a /+,-a ;na @a- i@+-an- 5 8a ,ia. A @,a 58 ,>;+ 5 8a in5;,-ia 8á/-a @+ @an5i ,; 5 5 a/+@i+< i,- /i-a ia8i5a5 n- 8a, @,a, @+ in/n-a ,; @a-i/i@a/in n 8 a@+i,i+nain-+ 8+/a8 5 8/?< 5:i5+ a8 5K/i- 5 @+5;//in. E,-+ @+5Fa ,;@+n /i-+ @+5 5 ng+/ia/in @+ @a- 5 8+, @+5+, @aa Ka ,;, @/i+,< 8+, ;< ,in :ag+< , ?an an-ni5+ 8a-ian- ,-a:8,< 5 >+a ,ii8a a8 5 8+, @+5;/-+, -ina5+,. Sg9n 8a A,+/ia/in 5 Gana5+, L/?+, n 8 P9 i,-n á, 5 4' @,a, @+5;/-+a, 5 5ia5+, 8á/-+, , 55i/an a ;na ,+8a a/-ii5a5< + -an ,+8+ a i@+-a /+/ia8ia @+5;/-+, 8á/-+,. La in5;,-ia , a:a,-/ ,+: -+5+ 5 8/? >,/a @+i,-a @+ á, 5 1# i8 gana5+, na/i+na8,< ,in5+ G8+ia 60< N,-8 12 Lai 0 8+, @in/i@a8, /+n,;i5+, 5 8/? 5,-ina5a a8 ,/-+ in5;,-ia8.
3.
Po*! *! -!%o#$a#$- *! lo" #o8a*o!"
L+, @+5;/-+, 58 ,/-+ 8á/-+< a8 , :in, 5 /+n,;+ a,i+< -inn ;na a@8ia gaa 5 /8in-,< -an-+ in+i,-a, /++ a+i,-a,< 8+ ; ?a/ @+/+ @+:a:8 ; ,-+, @;5an / ;n gan @+5 5 ng+/ia/in ,+: 8a in5;,-ia. La 5i,-i:;/in 5 ,;, @+5;/-+, n 8 /a5+ , aia5a< @+< n gna8< ,-a 8a a8ian 8a, i,a, @,a, @+5;/-+a,< 8+ ; 5;/ a9n
P á g i n a | 15 á, 8a i@+-an/ia ; @+5Fa -n ,-a >;a. A5i/i+na8n-< i,-n @,a, i@+-a5+a, 5 8á/-+, 5ia5+, 5 n+ -aa+ ; ,+n :á,i/an- /+/ia8ia5+,. R,@/-+ a 8a, n-a, 5 8+, @+5;/-+, 8á/-+,< ,-a , 5,-ina5a a 8+, /+n,;i5+, Kna8, -a8, /++ 8a, :+/a, 5 ,a8i5a + @;n-+, 5 n-a. Di/?+, /+n,;i5+, n+ @/;-n n 8a, /+n5i/i+n, 5 /+@an-a a ; ,; n9+ , 5a,ia5+ 8a5+ ,; ni8 5 +gania/in , /a,i n;8+. 4.
D$"8o-$$l$*a* *! ";"$;o"
N+ i,-n ,;,-i-;-+, 8an-, @aa 8+, @+5;/-+, 8á/-+,. Di/?+, @+5;/-+, ,+n @a- 5 8a /ana,-a >ai8ia an-inn ;na @a-i/i@a/in i@+-an- 5n-+ 58 /+n,;+ 5 8a, >ai8ia, n ,;, 5i>n-, @,n-a/i+n,. L+, @/i+, ,+n /+@aa-ian- :a+,< 8+ ; 5iK/;8-a ,; @8a+ @+ +-+, :in, 5 /+n,;+ a,i+. Sin :ag+< i,- ;n ,;,-i-;-+ ; @+5Fa ?a/8 >n- a 8a 8/?< 8a ,+a< @+ 5a5+ ; ,; @/i+ , 8a-ian- 8a5+ 8a @>n/ia 58 /a5+ @+ /+n,;i @+5;/-+, 8á/-+, , ; >;-< ,; 8an/ia , ; 8ii-a5a. En -+5+ /a,+< 8a ,;,-i-;/in 5 @+5;/-+, , 5a a8 in-i+ 5 8a in5;,-ia +g;-< 8/? 5,8a/-+,a5a< -/.. En -a8 ,n-i5+< 8a i@+-an/ia 5 ,-a >;a , \:aa\. R,@/-+ a8 ;,+ a 8+, :;-i5+,< 8+, ,;,-i-+, ; , @,n-an @aa 8 5,a;n+ ,+n 8a, an-;i88a, -a:in @+5;/i5a @+ 8a in5;,-ia 8a5a,. L+, :;-i5+, @+ ,; 8a5+< @,n-an ;n ,;,-i-;-+ 5 8a /an 5 , 58 @+88+ n ,/-+, 5 n+, /;,+,. 5.
R$+al$*a* #o8!$$+a
E8 /a5+ 8á/-+ , /aa/-ia @+ , ;n /a5+ ; /+@-i-i+ @+ /+n @+/+, @a-F/i@,. La, -, @in/i@a8, @,a, /;:n 8 0" 5 8a @+5;//in 8 2 ,-an- 8+ /;: ;n gan n9+ 5 @;+, @+5;/-+, ; /+n>+an 8a \in5;,-ia a-,ana8\< 55i/a5+, a 8a 8a:+a/in 5 ;,+, +-+, 5ia5+, 8á/-+,. E8 @in/i@a8 @a-F/i@ 5 ,- /a5+< G8+ia S.A< @+, 5n-+ 5 ,; /i/8+ 5 @+5;//in ,; @+@ia @8an-a 5 na,, 5 ?+a8a-a< /+8+/an5+ a 8a 8a-a /++ 8 na, @+ /8n/ia 5 ,; 8/? a@+a5a< 8a i,a ; @,n-a ;n a8-+ @+/n-a 5 ,;, n-a,. N,-8 Lai -a:in an-inn ;na @a-i/i@a/in n 8 /a5+ @;, 8+gan a:a,-/ a @a- 5 8a @+:8a/in /+n ;na 8Fna 5 @+5;/-+, /+n,i5a5+, @+ 8+, /+n,;i5+, /++ 5 :;na /a8i5a5.
2 MARCO CONCEPTBAL
P á g i n a | 16
PRODBCTO: C;a8;i /+,a ; , +>/i5a a ;n /a5+ @aa ,a-i,>a/ 5,+, + n/,i5a5, +:-+,< ,i/i+,< :in,< n-+,< -/.. La, /aa/-F,-i/a, 5 ;n @+5;/-+ /a8i5a5< a/a< 5i,+< ,i/i+< gaan-Fa< an-niin-+< -/.
PRECIO: E8 a8+ ; ,-á 5i,@;,-+ a @aga 8 /8in- @+ 8 @+5;/-+ + ,i/i+.
PLA>A: U; 5i+ , ;-i8iaa @aa ; 8 @+5;/-+ 88g; a8 /a5+. E8 /ana8 5 5i,-i:;/in , 8 /ain+ ,g;i5+ @+ 8 @+5;/-+< 5,5 8 @+5;/-+ ?a,-a 8 /+n,;i5+.
PROMOCION: 8 5i+ @+ 8 /;a8 ;na @,a in-n-a in>+a< /+nn/ /+5a< 5i/-a + in5i/-an-< ,;, @+5;/-+, a/a, a8 gan @9:8i/+
MARETING MI: E8 aX-ing i + /8a 5 /a5+-/nia , ;n /+n/@-+ ; , ;-i8ia @aa n+:a a8 /+n;n-+ 5 ?ain-a, aia:8, ; -in 8 ,@+n,a:8 5 aX-ing 5 ;na +gania/in @aa /;@8i /+n 8+, +:-i+, 5 8a n-i5a5. E,-+ ;i 5/i ; 8 aX-ing i ,-á /+@;,-+ @+ 8a -+-a8i5a5 5 8a, ,-a-gia, 5 aX-ing ; a@;n-an a -a:aa /+n 8+, /;a-+ 8n-+, /+n+/i5+, /++ 8a, C;a-+ P P+5;/-+< P/i+< P8aa P++/in P;:8i/i5a5.
MERCADO O/ETIVO: , 8 ,gn-+ 58 !#a*o a8 ; ;n @+5;/-+ n @a-i/;8a , 5iigi5+. Gna8n-< , 5Kn n -in+, 5 5a5< gn+ + aia:8, ,+/i+/+ni/a,. La ,-a-gia 5 5Kni ;n !#a*o o=!$+o /+n,i,- n 8a ,8//in 5 ;n g;@+ 5 /8in-, a 8+, ; , ;i 5a ,i/i+.
(ODA: , 8 ,-;5i+ 5 8a ,i-;a/in 5 ;na @,a ; +gania/in a -a, 5 ,;, >+-a8a,< +@+-;ni5a5,< 5:i8i5a5, anaa,< -a8 /++ in5i/an 8a, ,ig8a, 5 8a @a8a:a < 5 ,-a ana @8aniK/a ;na ,-a-gia 58 >;-;+
ME>CLA DE PRODBCTO: S+n -+5+, 8+, @+5;/-+, ; +>/n n n-a ;na /+@aFa< -in 5in,i+n, -an-+ n a@8i-;5 /++ n @+>;n5i5a5 /+n,i,-n/ia.
P á g i n a | 1'
MATRI> CG: )na ?ain-a 5 aná8i,i, ,-a-gi/+< ,@/FK/an- 5 8a @8aniK/a/in ,-a-gi/a /+@+a-ia.
5 (BER>AS COMPETITIVAS DE PORTER: , ;n +58+ ,-a-gi/+ ; ,-a:8/ ;n a/+ @aa ana8ia 8 ni8 5 /+@-n/ia 5n-+ 5 ;na in5;,-ia< @+5 5,a+88a ;na ,-a-gia 5 ng+/i+. E,- aná8i,i, 5ia n 8a ,@/-ia a-i/;8a/in 5 8a, # >;a, ; 5-inan 8a in-n,i5a5 5 /+@-n/ia ia8i5a5 n ;na in5;,-ia< @+ 8+ -an-+< n /;an a-a/-ia , ,-a in5;,-ia n 8a/in a +@+-;ni5a5, 5 in,in n-a:i8i5a5.
3 MI DE LA EMPRESA
3.1ME%CLA PROD)CTO 3.1.1
AMPLITBD
Lai /;n-a /+n 6 8Fna, 5 @+5;/-+, • • • • • •
L!#7! Fo%; /;%o" <;!"o a-!<;$lla" a%a$-a Oo"
P á g i n a | 10
3.1.2 L!#7!11
PRO(BNDIDAD Fo%;43
S:8- ' ga,a NIO D;an+ • Ni+, aini88a >an/,a • Ta5i/i+na8 D;an+ n :+-88a • Lig?• aini88a >an/,a n :+-88a ' 8a/-+,a ' LACTOSA S+a >,a • C?+/+8a-a5a aini88a >an/,a • Ea@. @ia • i-ainia5a C)LTIO PROPROBIOTICO • &,a • Ea@. Lig?G;ana:ana • • Ea@. ' aini88a >an/,a • 8a/-+,a C+/+ • • Ea@. &ai8ia • aini88a >an/,a &an/,a • ni+, • • • • • • • •
Pina /+8a5a • M+a • L9/;a • P8á-an+ • D;an+ • OPI >,a • Mi aini88a /+n :+8. 5 • /?+/. aini88a /+n ?+;8a, • SBELT &,a • aini88a >an/,a • Na-;a8 • L9/;a • D;an+ • M+a • • G;in5+n Gana5i88a 8inaa • Ci;8a 8inaa • G;aná:ana • LAIE MI* &,a /+n :+8i-a, 5 • /?+/+8a- aini88a >an/,a /+n • :+8. C?+/. aini88a >an. /+n • ?+;8a, aini88a >an. /+n • ?+;8a, a;/aa5a, • aini88a >an. /+n :+8i-a, 5 /+8+, BIODE&ENSA )a+a ni+, • • T;--i >;-i ni+, Pia • &,a >a:;,a 8ig?• &,a • Naana an5aina • GRIEGO D;an+ • • B8;: &,a ' ga,a • Na-;a8 ' ga,a •
/;%o"0 • • • • • • • •
D;an + Pia Pa Naana Mang+ S:8D;an + S:8Pia S:8Naana
;!"o"13 • • • • • • • • • • • • •
Ma-!<;$lla a%a$-a4 MANTEU)ILLA • Lig?• Sin ,a8 • C+n ,a8 MARGARINA • SZi,
Ta5i/i+na8 E5a Ta5. M+a88a ,:8 Ta5. M+a88a Ta5. G+;5a Ta5. Dan:+ Ta5. &;n5i5+ Ta5. C?55a P. Pa,an+ P. G+;5a P. C;a-i+88+ Ca Oo"1 na-;a8 Ca an • Ca 5 Ca 8/? /?,
P á g i n a | 1
3.1.3
LONGITBD
Lai @+, ;na 8+ngi-;5 5 03 8o*;#o" • • • • • •
L!#7! 11 Fo%; 43 /;%o" 0 ;!"o 13 a-!<;$lla" a%a$-a 4 Oo" 1
3.1.4
Co-"$"!-#$a
L+, @+5;/-+, 5 8a a/a Lai a /@/in 5 8+, ;g+, 5 >;-a $!-!- ;-a ala #o-"$"!-#$a @;, -+5+, -inn /++ in,;+ @in/i@a8 a 8a 8/?< -+5+, a@;n-an ?a/ia ;n ,-i8+ 5 i5a á, ,a8;5a:8. )na 5 8a, n-aa, 5 8ai , ; ,; in,-a8a/i+n, a;inaa @;5n @+5;/i -+5+, ,;, @+5;/-+, ,in @+:8a a8g;n+< ,-+ ?a/ ; ,; @+5;//in ,a á, ,á-i8.
3.1.5
MATRI> CG
PRODBCTO ESTRELLA La, n-a, n +g;, Lai ,-án n /+n,-an- //iin-+< o , @+ ,-+ ; 8+, +g;, Lai ,+n 8 @+5;/-+ /+n á, in,in @aa 8a @,a. S;@a5+, 9ni/an- @+ G8+ia< 8+, +g;, Lai ,-án n /+n,-an- /+@-n/ia @+ 8+ ; ;in :a,-an- in,in @aa ?a/, /+n ;na + @a- 58 /a5+. PRODBCTO VACA o A /@/in 58 ;,+ >,/+ 5+n5 ,+8+ 8 ;,+ >,/+ a gan8 ,;@a a Lai /+n ;n !' >n- a 1#< 8ai , ?a @+,i/i+na5+ /++ 8a @,a 8F5 n ;n /a5+ 5 @+/+ //iin-+ /++ , 8 58 U;,+ ,;, 5i,+, -i@+,. PRODBCTO INCÓGNITA
P á g i n a | 2 o
+@i , ;na 8Fna 5 +g;, @aa ni+, ; , ?a, i@8n-a5+ ?a/ ;n @a 5 a+,. E8 /a5+ 5 +g;, ,-á n //iin-+ ;i ; @+5;/-+, /++ +@i -ngan in,in a8-a /+n,-an- @aa @+5 /+n,g;i @+,i/i+na, n 8 /a5+.
PRODBCTO PERRO o La /a 5 8/? Lai , ;n @+5;/-+ ; ,-á a?F @aa ,a-i,>a/ 8a, n/,i5a5, 58 /8in- >+-a8/ a 8a a/a @+ n+ -an-+ @aa @,n-a ;n :;n @+/n-a 5 ,;, ing,+,. E, ;n @+5;/-+
P á g i n a | 21 3.1.6
COMPONENTES DE LA ME>CLA DE PRODBCTOS
L+, /+@+nn-, 5 ;na /8a 5 @+5;/-+, ,+n 1. PRODUCTO LÍDER Como producto líder tenemos al Yogurt Laie! "a #ue es el producto #ue le da una ma"or renta$ilidad. En el %&1'! el mercado de "ogurt en el Per( creci) '* pero Laie logr) superar esto " creci) un +* en ese ru$ro.
%. PRODUCTO ,TR,CC-/ Consideramos al #ueso 0resco laie como el producto de atracci)n pues en este mercado de #ueso 0reso Laie solo es superada por el #ueso a ranel #ue no cuenta con una marca de0inida. Por ello laie es la marca me2or posicionada en cuando a #ueso.
3. PRODUCTO T4CT-CO
C++ @+5;/-+ -á/-i/+ -n+, a +@i< ;n +g;- 5,-ina5+ a8 /a5+ 5 +g;, @aa ni+, a8 ; , 8 in-n-a 5a ;na i5n-i5a5 a8 ;-i8ia ;n+, @,+na, /ai,á-i/+, n 8a, n+8-;a,. E,-+ , a/-a5+ @;, 5:i5+ a8 @9:8i/+ -a< 8 @+5;/-+ -in a8-a, @+,i:i8i5a5, 5 , :in /i:i5+. 5. PRODUCTO E6T,7-L-D,D La lec8e 0resca Laie representa el producto de esta$ilidad pues tiene una $uena parte del mercado #ue 8a sa$ido mantener " #ue crece poco a poco.
3.1.'
ESTRATEGAS DE PRODBCTOS
D >+a gna8< 8a a@8i-;5 5 8+, @+5;/-+, 5 Lai , :;na< :;,/an a:a/a n 8a a+ /an-i5a5 5 @+5;/-+, 8á/-+, 5ia+, @aa @+,i/i+na, /++ ;na @,a 5 n+: 8+ ?an /+n,g;i5+. P+,n 8/?< +g;-< ;,+,< an-;i88a, againa< in/8;,+ ;g+ 5 >;-a, ; n+ , -an /+n,i,-n- /+n 8á/-+,.
E- #;a-*o a l!#7!"< Lai a@;,-a @+ ;na ;na 8Fna a@8ia< /+n 8/?, /?+/+8a-a5a,< a@+a5a< >,/a< 8ig?-< 5,8a/-+,a5a. Lai , ,;@a5a @+ G8+ia N,-8 n /;an5+ a @+,i/i+nain-+ 5 /a5+. S; a+ @a-i/i@a/in 8a -in n 8 /a5+ 5 8/?, >,/a,. E- #;a-o a o%;!"< +@-an @+ ;na 8Fna 5 +g;, , @+>;n5a< -in -+5+, 8+, ,a:+, ; @+, 8a /+@-n/ia in/8;,+ ,a:+, 9ni/+, /++ Gana5i88a 8inaa. S; 5 5@a-an-+ 5 IWD 5 @+5;/-+ ,-á /+n,-an-n- +an5+ @+@+nin5+ @+5;/-+, n;+,.
P á g i n a | 22 E- #;a-o a <;!"o"< /;n-an /+n ;na @+>;n5ia5 ,;@i+ a 8a 5 8a /+@-n/ia n ,-a 8Fna. E, a/á 5+n5 Lai 8 88a 8a 58an-a a/a5an-
E- #;a-o a =;%o"< -in ;na @+>;n5i5a5 n+ -an a/a5a @;, @+, @+/+, ,a:+, ,+8+ 5+, ,i+n,. S; @a-i/i@a/in 5 /a5+ , @+/a 3 >n- a +-a, a/a, /++ >;g+,.
E- #;a-*o a a-!<;$lla"< ,; 8Fna -in ;na @+>;n5i5a5 a+ a ,ii8a a 8a 5 8a /+@-n/ia @+ 8 >a8-a @+,i/i+na, + @;, ,+8+ @+, 8 11.
3.1.0 PROPBESTA PARA ME/ORAR LA ME>CLA DE PRODBCTOS La /8a 5 @+5;/-+, 5 Lai n a8i5a5 , :;na< ,+8+ ,;@a5a n a8g;n+, /a,+, @+ G8+ia. E- #;a-o a la" l!#7!" )!"#a"< /+, ; Lai n/,i-a ,-ia 8a 8Fna /+n 8/? a@+a5a /+n @,n-a/i+n, n -a+< @;, ,-a @,n-a/in , @>i5a an-, ; 8a @,n-a/in n --a@a/X< @in/i@a8n- @+ ;n >a/-+ 5 ?a:i-;a8i5a5 -a5i/in. Si ;i a;n-a 8a, n-a, +a ,; /8a /+n ,@/-+ a 8a, 8/?,< ,Fa :;na +@/in 8ana a8 /a 8/? n -a+. E- #;a-o a lo" o%;!"J C+, ; , @;5 /+n-a 8a 8Fna 5 +g;, @aa ni+, /n-a, n 8+, @+5;/-+, +@i @;, @+ 8 5i,+ 8a ;-i8ia/in 5 @,+na, @aa 5a /ai,a a8 @+5;/-+ -in á, @+,i:i8i5a5, 5 /+n;i,-a 8 @9:8i/+ in>an-i8. Ta:in /+n,i5a+, ; @+5Fan +a 8a 8Fna S:8-< 5án5+8 ;n n>+; á, a8 ,-i8+ K-n,,. I@;8,an5+ /a@aa, @aa @++/i+na8+ /a:ian5+ 8 @a;. E,-+ , 5: a ; 8 /a5+ 5 +g;, 8ig?- ,-á n a;n-+. E- #;a-o a <;!"o"< /+, ; 8a 8Fna 5 ;,+, >,/+, @+5Fa a;n-a /+n @+5;/-+, /++ U;,+ -a5i/i+na8 an5in+. A@a- 5 ,-+< /+, ; 8 @+:8a a5i/a n 8a 5i,-i:;/in 58 @+5;/-+ @;, n 8a, :+5ga , n5 á, 8 ;,+ >,/+ a gan8 5:i5+ a , á, >á/i8 a5;ii8+ 5 8+, @+5+, ; @,a, /++ Lai + B+n8.
P á g i n a | 23
3.2 3.2.1
ME>CLA DE PRECIO O/ETIVOS DE LOS PRECIOS
P+5+, /+n+/ >á/i8n- 5+, +:-i+, n 8+, @/i+, 5 LAIE Paa 8+, @+5;/-+, n 8+, ; ,-á + @+,i/i+na5+ ; ,; /+@-n/ia @in/i@a8 G8+ia S.A. /++ 8 ;,+ ,;, 5i,a, @,n-a/i+n,< an-;i88a /a 5 8/?< @,n-a ;n+, @/i+, +in-a5+, a 8a iagn @;, ,+n /+n,i5a:8n- a+, ; 8+, 5 g8+ia E@8+
Man-;i88a /+n ,a8 G8+ia 2''g SQ. !.3' Man-;i88a /+n ,a8 Lai 2''g SQ. 0.10
Paa 8+, @+5;/-+, n 8+, ; /+@i- /+n +-a, @,a, /++ 8 +g;- + 8a 8/? ,;, @/i+, ,+n +in-a5+, a 8a /+@-n/ia. E@8+ +g;- @+:i+-i/+ Lai 1L SQ. #.20 +g;- G8+ia 1L
3.2.2
SQ. #.3'
(I/ACIÓN DE PRECIOS
LAIE ;-i8ia 5+, -+5+, @aa Ka ,;, @/i+,
Mo*o o$!-a*o a la #o8!!-#$a: É,- -+5+ 8+ ;-i8ia @aa /+@-i /+n G8+ia N,-8< n @+5;/-+, /++ Lá/-+, +g;,.
Mo*o o$!-a*o !- la *!a-*a: E,- -+5+ ;-i8ia @aa Ka 8 @/i+ 5 ,;, @+5;/-+, ; -inn :;na a/@-a/in @,-igi+ @+ @a- 5 8+, /+n,;i5+,. P+5;/-+, /++ ;,+ n ,;, ai5a5,< an-;i88a, /a 5 8/?.
P á g i n a | 24
3.2.3 ESTRATEGIAS DE PRECIOS: PRODBCTOS NBEVOS F EISTENTES P+5;/-+, i,-n-,
P/i+, 5 @,-igi+ P+5;/-+, /+n a+ @a-i/i@a/in P/i+, @,i/+8gi/+, P+5;/-+, /+n n+, @a-i/i@a/in P/i+, +in-a5+, a 8a /+@-n/ia P+5;/-+, /+n n+, @a-i/i@a/in
P+5;/-+, n;+,
P/i+, 5 @n-a/in
3.2.4
CÓMO EN(RENTA BNA GBERRA DE PRECIOS
La >+a n 8a ; LAIE n-n-a ;na g;a 5 @/i+, , ,n/i88a< ;-i8ia @/i+, +in-a5+, n 8a /+@-n/ia. P+ +-a @a-< -a:in +>/ @+5;/-+, /+n n+, 8i-a + ga+, @aa 5;/i 8 @/i+.
3.2.5 PROPBESTA PARA ME/ORAR LA ME>CLA DE
PRODBCTOS C+, ; 8+, @/i+, ; -inn 8+, @+5;/-+, 5 LAIE ,+n :;n+,. N+ ,+n ; a8-+, /++ @aa i-a /+@a8+, ni ; :a+ /++ @aa n+ @,n-a ganan/ia, + ,-a a 8a iagn 5 /a8i5a5 ; -inn.
3.3 ME>CLA DE PLA>A 3.3.1
ESTRATEGIAS DE PLA>A
E8 5Fa 5 ?+ Lai -in 5+, @8an-a, n A;i@a< La ; ,Fa 5 @+5;/-+, a5;a5+, n 8 @a; In5;,-ia8 5 8a /i;5a5 8a +-a n Ma, a/+@ia5+a 5 8/? a@+a5+a. En Lia >;n/i+nan 8a, @8an-a, 5 8/?, ;g+, b n/-a, ;8-a @a,-;ia5+, na,a5a, 5 /a-n ,i,-a T-a @a/X :+8,a, @8á,-i/a, ;8-i/a@a, ,i,-a P@a/< )na @8an-a 5 8á/-+, 5 ;,+, >,/+,< +g;,< an-;i88a< @:i-i/+, ;na @8an-a 5 /áni/+,. En 8ia , n/;n-a -a:in 8 /n-+ 5 5i,-i:;/in 8 8a:+a-+i+ /n-a8.
P á g i n a | 25 E,-a, @8an-a, ,+n 8a, ; , n/agan 5 5i,-i:;i a 8+, 5i>n-, ,/-+, 58 P9. A 8+, gan5, a8a/n,< ,;@/a5+, :+5ga, /++ ,+n • • • • • • •
[+ng T+--;, P8aa a M-+ MaX+ Mai a?++ B+5ga,< -/
LAIE ;-i8ia ;na ,-a-gia 5 5i,-i:;/in in-n,ia a8 -a-a 5 a:a,-/ ,;, @+5;/-+, n -an-+, @;n-+, 5 n-a /++ ,a @+,i:8. En ,-a ,-a-gia 8a @,a -a-a 5 i@;8,a 8a, n-a, >a/i8i-an5+ a8 /+n,;i5+ ;n @;n-+ 5 /+@a //an+. E,-a ,-a-gia ,g;i5a 5 >+a ,-i/-a ,;@+n 88a 8 @+5;/-+ ?a,-a 8a 98-ia -in5a 58 98-i+ @;:8+. La, n-aa, ; -in 88a ,- -i@+ 5 ,-a-gia ,+n ; • •
&a/i8i-a a8 /8in- 8a /+@a 58 @+5;/-+ 8a K58i5a5 a8 i,+. P;5 , ;na ,-a-gia @aa 5iK/;8-a 8a n-a5a 5 /+@-i5+,
@+ +-+ 8a5+< 8+, in/+nnin-, ; @;5n 88a /+n,ig+ ,+n ; • •
E,-a ,-a-gia ,;@+n ;n /+,- ; 8a5+. P;5 @;5i/a 8a iagn a8 ,-a 8 @+5;/-+ n @;n-+, 5 n-a ina5/;a5+,.
La 8+ngi-;5 58 /ana8 , 8ag+< @;,-+ ; 8 >a:i/an- n5 a a+i,-a,< ;in, a ,; n5n a 8+, in+i,-a,. La, n-aa, ; @+, ,+n 8+, n+, /+,-, @aa 8 >a:i/an-< a ; 8 a+i,-a a,g;a ,; a8a/nain-+ -an,@+- 8+, ga,-+, in?n-, a 8a g,-in 5 n-a,< an-nin5+ 8 >a:i/an- ;na n+, ,-;/-;a @aa a-n5 ,8+ a 8+, a+i,-a, a 8+, 5i,-i:;i5+,. Sin :ag+< -in 8 in/+nnin- 5 ; a,F< i,- ;n @;+ /+n-+8 n 8a, +@a/i+n, 5 n-a. L8a a /a:+ ;na /+:ina/in 5 ,-a-gia @;,? ; :á,i/an- , /+n/n-a -+5+, ,;, /;,+, 5 aX-ing n 8+, /ana8, 5 5i,-i:;/in @/i+,< @++/i+n,< 5,/;n-+,< /?an5i,ing< -/-a /+n 8 Kn 5 ; 8+, in-5iai+, @;n 8 @+5;/-+ ?a,-a ?a/8+ 88ga /+nn/ a 8+, /+n,;i5+,< /++ 8+ ?a/ /+n 8a, @++/i+n, 5 n-a 8a n-a @,+na8. ,-a-gia @;88< a ; a8 i,+ -i@+ ; an-in ;na @,in -i/a8 5,5 8 >a:i/an- ?a/ia 8+, /ana8,< 8 >a:i/an- , 5iig a8 /+n,;i5+ ;-i8ian5+ 8+, 5i+, 5 /+;ni/a/in n/,ai+,<
P á g i n a | 26
3.3.2
NIVELES DE DISTRIBCIÓN
Ha 5+, -i@+, :á,i/+, 5 /ana8 5 a/;5+ a ,; ni8 Cana8 Di/-+ Cana8 In5i/-+. P+ ni8 , n-in5 a 8a /a@a 5 in-5iai+, ; /;@8n /+n a8g;na >;n/in @aa ?a/ @+,i:8 ; 8 @+5;/-+ 88g; a8 /+@a5+ Kna8. A,ii,+< 5 a/;5+ a8 n9+ 5 ni8, 5 in-5iai+, , /+n+/ 8a 8+ngi-;5 58 /ana8. •
•
•
)n /ana8 ni8 /+ + /ana8 5 /a5+ 5i/-+ /+n,i,- n ;n >a:i/an- ; n5 5 ana 5i/-a a8 /+n,;i5+ Kna8. P;-a a @;-a< 5+,-a/i+n, n /a,a< a ;8-a 5 /++< -8/a5+< n-a @+ -8i,in< -in5a, 5 @+@i5a5 58 >a:i/an- )n /ana8 5 ;n ni8< /+n-in ;n in-5iai+ 5 n-a,< /++ ;n 5-a88i,-a. )n /ana8 5 5+, ni8, /+n-in 5+, in-5iai+,< ;n a+i,-a ;n 5-a88i,-a.
Lai a8 , ;na @,a in5;,-ia8 n+ -in ; @+/;@a, @+ 8 ni8 /+ a ; -in in-5ia+, ; ,+n 8+, a+i,-a, /++ 8+, ,;@/a5+,< a8a/n, 8+, in+i,-a, ; ,Fan 8a, :+5ga, ;in, , ,;-n 5 ,;, @+5;/-+, @aa 8 /+n,;i5+ Kna8
3.3.3
CANALES DE DISTRIBCIÓN
E, 8 /i/;i-+ a -a, 58 /;a8 8a @,a Lai.,a/ @+n a 5i,@+,i/in 5 8+, /+n,;i5+, ; ;,;ai+, Kna8,< 8+, @+5;/-+, @aa ; 8+, a5;ian. La ,@aa/in g+gáK/a n- /+@a5+, n55+, 8a i@+,i:i8i5a5 5 ,i-;a 8a >á:i/a >n- a8 /+n,;i5+ ?a/n n/,aia 8a 5i,-i:;/in 5 ,;, @+5;/-+, n 5i>n-, ng+/i+, a ,an a+i,-a, + in+i,-a,< , @;5n 5a n ai+, -i@+, 5 /ana8,
P á g i n a | 2'
•
Di/-+ E8 @+5;/-+ + >a:i/an- n5 8 @+5;/-+ + ,i/i+ 5i/-an- a8 /+n,;i5+ ,in in-5iai+
&a:i/an- LAIE.SAC c C+n,;i5+ /8in-, •
C+-+ ,+n in-5iai+ n- >a:i/an- ;,;ai+ Kna8
&a:i/an- LAIE.SAC cin+i,-a, :+5ga, c/+n,;i5+ /8in-, •
Lag+ in-inn 8+, in-5iai+, a+i,-a,< 5i,-i:;i5+,< a8a/ni,-a,< n55+,< in+i,-a, agn-, /+/ia8,< -/.
&a:i/an- LAIE.SAC c Ma+i,-a a8a/n, ,;@/a5+, c in+i,-a, :+5ga, c C+n,;i5+ /8in-, •
La @,a Lai ;-i8ia 8 /ana8 5 5i,-i:;/in /+-+ 8ag+ a ; n+ , n/aga 5 n5 5i/-an- a8 /+n,;i5+ Kna8< @;,-+ ; 8+, a+i,-a, /++ ,+n -+< ian5a< [+ng< -+--;, a8a/n, , n/agan 5 ,;-i a 8+, 5-a88i,-a, + a 8+, /+n,;i5+, Kna8,
3.3.4 PROPBESTA PARA ME/ORAR LA ESTRATEGIA DE PLA>A Tn ;na ,-a-gia 5 5i,-i:;/in ,8/-ia< /+n ,-a ,-a-gia 8 >a:i/an- + @,a a/@-a 8ii-a +8;n-aian- ,; 5i,@+ni:i8i5a5 58 @+5;/-+ /+n 8 +:-+ 5 5;/i ,;, /+,-, 5 5i,-i:;/in 5 +:-n ;na + /++@a/in 5 ,;, 5i,-i:;i5+,. En 8a 5i,-i:;/in ,8/-ia ,8//i+na+, 8+, +, @;n-+, 5 n-a @aa 8 @+5;/-+ n /a5a +na. P+ 88+< 8 @+5;/-+ ,8+ , n5 n a8g;na, +na, ,@/-+ 5 8a -+-a8i5a5 ; @;5 i,-i n /a5a +na. E,-a ,-a-gia
P á g i n a | 20 @i- 5i>n/ian+, a8 ,i-;a n;,-+ @+5;/-+ n ,i-i+, ,8//i+na5+,. P+ 88+< ,i ;+, 5a iagn 5 @+5;/-+ ,8/-+ /8;,i+ a ,- @+5;/-+ ,á á, ,n/i88+ ,-an5+ @,n- n +na, /+n g;,-+, á, ,@/FK/+,. La 5i,-i:;/in ,8/-ia ,;@+n ;n+, /+,-, 5 5i,-i:;/in ;/?+, n+,. A8 8gi 8+, @;n-+, 5 n-a< -ng+ ;n n+ n9+ ; a-n5 @;5+ 8iina 8+, ; ,;@+nn a+ /+,- nia8, 8 @+5;/-+. Na-;a8n- /+n ,-a ,-a-gia n;n/ia+, a ;/?+, @;n-+, 5 n-a a ;na @a- 5 8a, n-a,. En @in/i@i+ -n5+, ;n+, n+, ing,+, /+n 8+, ; ?a/ >n- a n;,-+, /+,-, 5ia5+, 5 8a, n+, n-a,. En n;+,+, /a,+, 8a ,-a-gia -i;n>a5+a , /n-a, n 5+n5 ,++, á, >;-, n;n/ia a @a- 58 /a5+. A/-;a8n- ;/?a, ,-a-gia, @,aia8, -a-an 5 +in-a 8a @,a ?a/ia ;n /a5+ ; /+n/-+< @aa , á, >;-, n ;na @a- 58 /a5+< n 5 5:i8, n -+5a,. E8 /ana8 5 5i,-i:;/in ; @+, 8 @>; , /+-+ @;,-+ ; ?a @+/+, in-5iai+, n- 8 @+5;/-+ 8 /+n,;i5+< ,in5+ a;88a, @>;Fa, 5+n5 /+/ia8ian ,- @>; ,8/-+. A5á,< 88a a /a:+ ;na ,-a-gia 5 aa,- @;88 a ; 8 >a:i/an- in/i5 5i/-an- ,+: 8 /+n,;i5+ Kna8< 5 +5+ ,@/ia8< a -a, 5 8a @;:8i/i5a5< @aa /+n,g;i ; ,- ;,- ;na /8aa @>n/ia @+ ,; a/a. L+, /+n,;i5+, aa,-an a8 5i,-i:;i5+ 5an5án5+8 8a a/a @>i5a.
3.4 PROMOCIÓN 3.4.1
PBLICIDAD
R,@/-+ a 8a @;:8i/i5a5< LAIE ini- n @;:8i/i5a5 n /ana8, ATL Digi-a8< @in/i@a8n- 58 +g;- LAIE P+:i-i/+, /+n 6 /@a,. E,- @+5;/-+ , -+-a8n- inn+a5+ ?a -ni5+ ;na gan a/+gi5a @+ ,; /a8i5a5 K/a/ia. En 8 2'1#< Lai 8ana ,; n;+ @+,i/i+nain-+ 5 a/a Lai i Má,. Di/?a n+a/in ,-;+ a /ag+ 5 8a agn/ia J[T P9< ; / 8a /a@aa :a,a5a n 5+, +n-+, ;n+ in,-i-;/i+na8 +-+ 5 @+5;/-+. E8 /a:i+ ,@+n5 a ;na n+a/in -+-a8 5 ,; i5n-i5a5 a;i-/-;a< 8a /;a8 , á a5a n -+5a 8a /+;ni/a/in ?a/ia 8 /+n,;i5+. C+n ,-a n;a @+@;,-a Lai ,ig; n>+/án5+, n :in5a :in,-a a 8a, >ai8ia, @;ana, a -a, 5 @+5;/-+, @á/-i/+,< n;-i-i+, ,a8;5a:8,< ; 8, a;5n a ,-a ,an+, a@+/?a a8 ái+ -+5+ 8+ ; 8a i5a n+, @;5 5a.
P á g i n a | 2
K Ca8aa V$+! " S8o P$! D&a
Pia @ia 5 8a Ca@aa i á, 5iigi5+ a 8a a5, +5na, -a:aa5+a,< +,-an5+ 8 ini/i+ 5 ,a -a@a n ,;, i5a,< 8 @i 5Fa 5 -a:a+ 5,@;, 5 , aá.
K Ca8aa V$+! " S8o A#o I$"
P++/i+na 8 +g;- P+:i-i/+ ; , ;n @+5;/-+ 9ni/+ n 8 /a5+ /+n 6 /@a, ,a8;5a:8, ; a;5an a ; n+ - n>,< @+ 8+ -an-+ a;5an a +a 8a, 5>n,a, 58 +gani,+< a;5a -a:in a a:,+: + 8+, n;-in-, 5 8+, a8in-+,< -a:in a;5a a ;na + 5ig,-in.
P á g i n a | 3
K Ca8aa 9 La#o"a
E,-a /a@aa -;+ 5+, +:-i+, a;n-a 8 /a5+ 5 @+5;/-+, 5 ' 8a/-+,a in>+a /+n/in-ia a @9:8i/+ @aa /+na a 5a8 8a ;8-a a 8+, @+5;/-+, ,a: ; ,-a+, /+n,;in5+ a 5iai+.
3.4.2
Poo#$o-!" *! +!-a
LAIE /;n-a /+n @++/i+n, ?a/ia ,;, in-5iai+,< @+ @8+ 8+, 5,/;n-+, @+ +8;n 5 n-a.
P á g i n a | 31
Ta:in ?a/ia 8+, /8in-, Kna8, + /+n,;i5+, Kna8, /+n 5,/;n-+, n ,;@/a5+, n ai+, 5 ,;, @+5;/-+, 5 8a 8Fna 5 8á/-+, ; , @++/i+nan a -a, 5 ,;, /a-á8+g+,. METRO MARO
PLA>A VEA
TOTTBS
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QONG
3.4.3
MERCHANDISING
C+n ,@/-+ a8 /?an5i,ing< Lai ;,-a ,;, 5i,+, @+5;/-+, n ,;@/a5+,< :+5ga,< a;-+,i/i+,< -/. >n- a ,;, /+@-i5+, @aa gna /+5a/in 5 a/a. L+, @+5;/-+, ,-án a 8a i,-a 5 8+, /+n,;i5+,< ;:i/a5+, ,-a-gi/an- n >iga5+a, n 8a +na 5 8á/-+, n +-a, ,//i+n, /++ n 8a 5 8i/+, a ; 8 @in/i@a8 /+@8n-+ 5 a8g;n+, 5 ,-+, ,+n 8+, ;g+,. Ta:in , ; /+9n a ;na anK-i+na ; n, a 8+, /+n,;i5+, 8a ai5a5 5 @+5;/-+, @8i; 8+, :nK/i+, 5 /a5a ;n+ 5 88+,. A5i/i+na8n-< a +5+ 5 n--niin-+ , @;5n +:,a ;/+, ; @,n-an a8g;n+, 5 8+, @+5;/-+, /+n 8 Kn 5 5i-i gna /+5a/in 5 a/a n 8 /+n,;i5+.
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3.4.4
MARETING DIRECTO
LAIE /;n-a /+n ;n :8+g n in-n- 5+n5 5a in>+a/in ,+: -a, 5 ,a8;5< 8+ /;a8 a /+n 8a >a, ; n5n< ; , i á,. En ,- :8+g< 8a @,a @i5 ,;gn/ia, a 8a, @,+na, ; i,i-an 8 :8+g< n :a, a ,a, ,;gn/ia, 8ign 5i,-in-+, -a,. P+ @8+ ?a -a, 5 5i-a,< +:,i5a5< /+n,+,< 5ia:-,< -/.
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3.4.5
R!la#$o-!" Pl$#a"
E8 +8 @in/i@a8 5 Lai /+n 8a /+;ni5a5 , LA ALIMENTACI$N< n ,; @+/;@a/in @+ 8 n-+n+ ,+/ia8< g;a5an 8a, +, 8a/i+n, /+n 8+, /in+,< /+i,aFa, ;ni/i@a8i5a5,< a Kn 5 a@+-a8, a;5a8+, n +:a, 5 :in ,+/ia8< ,+: -+5+ 8a, 8a/i+na5a, /+n ni+,. Ta:aan -a:in /+n &;n5a5,< O@a/in S+ni,a< Ni+ San+< Aa/;/?+< T8-n< M/a5+ 5 P;8ga, +-a,.
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3.4.6 PROPBESTA PARA ME/ORAR LA ME>CLA DE PROMOCIÓN C+n 8a n;a /a@aa 5 @+,i/i+nain-+ i á, ; 8an Lai n 8 2'1# :;,/a n+a ,; i5n-i5a5 @+ ,ig; n>+/án5+, n :in5a :in,-a a 8a, >ai8ia, @;ana, a -a, 5 @+5;/-+, @á/-i/+,< n;-i-i+, ,a8;5a:8,< ; 8, a;5n a ,-a ,an+, a@+/?a a8 ái+ -+5+ 8+ ; 8a i5a n+, @;5 5a. E,- n,a ,-á 88gan5+ a8 /+n,;i5+< ,+: -+5+ @+ 5i+ 5 8a @;:8i/i5a5 n /ana8, ATL< 8+gan5+ a-a n;+, /+n,;i5+, @+ /+, ; ,Fa /+n5a:8 in/n-ia 8a n-a 5 @+5;/-+, @+ 5i+ 5 +-a, ,-a-gia,. E- #;a-o a Poo#$- *! +!-a"< /+, ; Lai @+5Fa +gania ,+-+, n >/?a, ,@/ia8, ; >+n-n 8 /+n,;+ 5 ;n 5-ina5+ @+5;/-+ a ; n+a8n- -a:aan /+n 5,/;n-+, n -+5+, 8+, ,;@/a5+, a ni8 na/i+na8. E- #;a-o a R!la#$o-!" Pl$#a"J /+n,i5a+, ; @+5Fan +gania, n-+, >ai8ia, n 8+, ; , >+n- a8g9n 5@+- + a8g;na a/-ii5a5 /a-ia n 8;ga, a:i-+, ; -ngan /+n-a/-+ /+n 8a na-;a8a /++ 8+, @a;,< 8a, @8aa,< -/.
P+ @8+ /+n 8 +g;- +@i< 5+n5 @+5Fan @a-i/i@a @a5, ?i+, i@;8,an5+ 8a ;nin >ai8ia 8a n-a 5 ,- @+5;/-+.
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3.5 CONCLBSIONES F RECOMENDACIONES
CONCL)SIONES
Lai , ;na @,a a/a /+n @,-igi+ a 8+ 8ag+ 5 8+, a+,< ,; iagn a /a8i5a5 :;n ,a:+
E8 /a5+ 5 8/? a@+a5a @aa Lai -in @+-n/ia8 @;, ,+8+ +/;@an ;n @;+ @+/n-a >n- a +-a, a/a, /++ G8+ia + N,-8 L;g+ 58 +g;-< 8 /a5+ 5 ;,+, , 8 ; á, ing,+, @+5;/.
RECOMENDACIONES R/+n5a+, ; , a@+/? 8a iagn ?a/in5+ @;:8i/i5a5 5 8a a/a @;, >á/i8n- ,á /+n+/i5a. R/+n5a+, ii-a a 8a /+@-n/ia n /;an5+ a 8a ;-i8ia/in 5 -a+, -á8i/+, @aa a8g;na, @,n-a/i+n, 5 8a 8/? a@+a5a @+ ,in 5,/;i5a ,;, @,n-a/i+n, n --a@a/X.
R/+n5a+, +a 8+, /ana8, 5 5i,-i:;/in 58 ;,+ >,/+ Lai ,+: -+5+ n 8a, :+5ga, /a5+, 5 :ai+< @;, , a?F 5+n5 , /+@a á, ;,+ @+ a8 n+ -n ;na