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GESTION DEMARKETING
YOGURT LAIVE YOPIMIX 120g
ANALISIS DE PLAN DEMARKETING
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Introducci n An!"i#i# d$ Situ%ci n
E#tr%t$gi% d$ M%r&$ting 'onc"u#ion$#
INDICE
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R$#$(% ) Po"*tic%# 'or+or%ti,%# d$" Gru+o
L%i,$
P"%n d$ M%r&$ting -
.Yogurt Yo+i Mi/
INTRODUCCION
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Introducci n An!"i#i# d$ Situ%ci n
E#tr%t$gi% d$ M%r&$ting 'onc"u#ion$#
INDICE
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M$rc%do d$ Yogurt#
ANALISIS DE SITUACION
Consumo promedio per capital anual de productos lcteos en el Per(Kg/persona o Lt/persona)
Litros de yogurt producidos
31-abr-1 31-abr-1!"#L$%&' ' *" * +3" +1"L'&, ' 1+"!*. 1 ".+"P%$ 0 & '2 &2' +. 1" 1"4'%C' P%$P&' * 1 1"3 3"$ %$ 5'6%&C'2 ."77 1"+ 1"#%'2 L 1" 7. 1"+37
otal 111" * 11 "5uente8 L'&,
"' (.71!)
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M$rc%do d$ Yogurt# $ i "$#
ANALISIS DE SITUACION
Litro# +roducido# d$ Yogurt $ i "$
Litro# +roducido# d$ Yogurt 'uc3%r$% "$
31-abr-1 31-abr-1!"#L$%&' ' ."+ +"313"L'&, ' 1 "+++ 1 " +*"P%$ 0 & '2 &2' 1".1"4'%C' P%$P&' *3! 1"3!."$ %$ 5'6%&C'2 1"+3. 1"+7
"#%'2 L 1" 7. 1"+37
otal 17 "7 + 113"!1*
31-abr-1 31-abr-1!"#L$%&' ' 3" *+ "!"L'&, ' !*3 +"P%$ 0 & '2 &2' 1 3 .77"4'%C' P%$P&' * .1"$ %$ 5'6%&C'2 * 3"#%'2 L - -
otal "*+ !"3315uente8 L'&,
"' (.71!)
5uente8 L'&,"' (.71!)
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An!"i#i# 4ODA
ANALISIS DE SITUACION
4ort%"$5%# L% 6%rc% L%i,$ $#t%+o#icion%d% +or #uti$6+o $n $" 6$rc%do )"% c%"id%d d$ #u#+roducto#
'ont%r con un% c%d$n%d$ di#tri uci n
P$r#on%" c%+%cit%do U#o d$ t$cno"og*% $n #u+roc$#o +roducti,o
A6$n%5%# D$#%rro""o d$ un )ogurtcon "%# 6i#6%#c%r%ct$r*#tic%# ) +7 "icoo 8$ti,o +or "%co6+$t$nci%
Incr$6$nto $n $" co#tod$ "% 6%t$ri% +ri6%
Incu6+"i6i$nto d$$#t!nd%r$# d$ c%"id%d+or +%rt$ d$ "o#+ro,$$dor$# 9'%"id%d d$L$c3$ : E#t% i"id%d
T;r6ic% ?u$g$n$r% 6%)or 6%rg$n
r$#+$cto % "% "$c3$
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L% 'o6+$t$nci%
ANALISIS DE SITUACION
Imagen
Marca Yo"$it G"ori%
Producto Yo"$it Mi/ %tti6i/
Presentacin V%#o 12@ 6" 12@ gPrecio Tottus!"#$%&
S = 2=B0 S = B=1@
Segmento Ni(o# C:12 %(o#>NSE > 'Ni(o# C:12 %(o#>NSE A> ) '
En'o(ueS$r "*d$r $n%"i6$nto# n%tur%"$#+%r% un% ,id% #%n%
E/+%ndir 6$rc%docon +roducto#"*d$r$#
5uente8 laboraci9n Propia
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Introducci n An!"i#i# d$ Situ%ci n
E#tr%t$gi% d$ M%r&$ting 'onc"u#ion$#
INDICE
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Mi#i n 'on#o"id%r % "% 6%rc% Yo+i Mi/ d$ntro d$" #$g6$nto d$ 6$rc%do
o 8$ti,o=
M$t%# d$ M%r&$ting Incr$6$nt%r $" ,o"u6$n d$ ,$nt%# $n un @ #o r$ "o ,$ndido
%8o "% 6%rc% Yogurt 4r$#% .L% Pr$F$rid% $n $" %(o %nt$rior=
R$ducir co#to# d$ 6%t$ri%"$# d$ $n,%#$ ) $6 %"%8$ +%r%
%u6$nt%r $" 6%rg$n d$ g%n%nci% $n un B0 =
M$rc%do M$t% E" 6$rc%do o 8$ti,o +%r% $" +roducto Yo+i Mi/ #on "o# ni(o# d$
$ntr$ C ) 12 %(o# +$rt$n$ci$nt$# % "o# ni,$"$# #ocio$con 6ico#
) ' "o# cu%"$# $n con8unto %#ci$nd$n % 2=B 6i""on$# d$ ni(o#
$n $" P$r7> 9INEI> 201@
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Po#icion%6i$nto LAIVE ti$n$ un% +%rtici+%ci n d$" 1@=B $n $" 6$rc%do d$ )ogur$#
ocu+%ndo $" #$gundo "ug%r ,$r#u# $" H ?u$ r$+r$#$nt% $" "*d$rG"ori%= 9D%to- E?ui"i riu6> 201@< =
E#tr%t$gi%# To6%r % un% #u 6%rc% )% conocid% $n $" 6$rc%do> co6o "o $# Yo+i
Mi/ ) %#oci%r"% con "% 6%rc% LAIVE +%r% %#* tr%n#F$rir"$ todo# "o#
,%"or$# ) %#+$cto# +o#iti,o#=
P7 "ico o 8$ti,o % "o# ni(o# d$ $ntr$ C ) 12 %(o# d$ "o# #$ctor$#
#ocio$con 6ico# ) '= R$"%n5%6i$nto d$" Yogurt Yo+i Mi/ con un nu$,o conc$+to )E*
+ogurt es di,ertido-
E#t% "$c$r $" +r$cio d$" +roducto con#id$r%ndo "o# ni,$"$#
#ocio$con 6ico# $"$gido#=
ESTRATEGIA DE MARKETING
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E#tr%t$gi%# E"% or%cion d$ un% c%6+%(% +u "icit%ri% t$"$,i#%> r$For5%d% con
%nn$r# ) % c3$# +u "icit%rio# $n "o# di#tinto# +unto# d$ ,$nt% Vi#it% % co"$gio# dond$ #$ +ro)$cto +r$#$nt%r $" +roducto % 0>000
ni(o#
'%6+%(% in 3ou#$ +%r% d$"i5%r "% 6%rc% con "o# tr% %8%dor$#> %
tr%,;# d$ concur#o# int$rno# +%r% #u# 3i8o#
ESTRATEGIA DE MARKETING
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Progr%6% d$ M%r&$ting Mi/
Promocin. L% +ro6oci n dio $" 6$n#%8$ d$ #$r un )ogurt Di,$rtido
%#$6$8!ndo#$ % "% c%t$gor*% d$ go"o#in%#= No #o"o #$ ,$ndi $"
+roducto #ino t%6 i;n #$ oFr$c$ un% $/+$ri$nci% d$ di,$r#i n=
Precio. S$ incr$6$nt $" +r$cio $n B0 c;nti6o# #o r$ un )% %r%to
+roducto con "% 6%rc% "% +r$F$rid% +$ro #i$6+r$ 6%nt$ni;ndo#$
6u) +or d$ %8o d$" +rinci+%" co6+$tidor %tti6i/=
Producto. S$ o+t +or r$"%n5%r un% #u 6%rc% conocid% Yo+i Mi/
%8o $" #$""o d$ "% M%rc% LAIVE ?u$ r$+r$#$nt% +%r% $" con#u6idorun +roducto d$ '%"id%d=
P*a/a. c%n%" tr%dicion%" 9 od$g%#< r$+r$#$nt% $" H0 d$ "ug%r d$
co6+r% +or $" con#u6idor
ESTRATEGIA DE MARKETING
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Introducci n An!"i#i# d$ Situ%ci n
E#tr%t$gi% d$ M%r&$ting 'onc"u#ion$#
INDICE
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E" r$"%n5%6i$nto d$" +roducto Yo+i Mi/ d$ LAIVE "ogr$" cr$ci6i$nto d$ "%# ,$nt%# $n H = H %" ci$rr$ d$"6$# d$ Ago#to 201@=
L% +%rtici+%ci n d$ LAIVE S=A $n $" 6$rc%do d$)ogur$# cuc3%r$% "$# #$ incr$6$nt $n $" 6$# d$
Ju"io 201@ $n 20=B ,$r#u# $" 6i#6o 6$# d$" %(o%nt$rior=
L% +%rtici+%ci n d$ GLORIA S=A $n $" 6$rc%do d$)ogur$# cuc3%r$% "$# #$ ,io r$ducid% d$ ido %" ;/ito
d$ "% c%6+%(% d$" )ogur Yo+i Mi/ $n un = $n "o#7"ti6o# B 6$#$#=
CONCLUSIONES
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Gracias