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Universidad Nacional De San Agustin UNIVERSIDAD NACIONAL DE SAN AGUSTIN FACULTAD DE ADMINISTRACION ESCUELA PROFESIONAL DE MARKETING PLAN DE TITULACION UN PROGRAMA DE CITY MARKETING (PARTIENDO DE LA CREACIÓN DE MARCA) PARA QUE AYUDE A DESARROLLAR Y FORTALECER LA IMAGEN DE LA PROVINCIA DE ISLAY Presentado por: CHIANG QUINTANILLA, Mirella Alejandra Para optar el Título Profesional en: MARKETING. Asesor: Renato Martínez Málaga AREQUIPA – PERÚ 2016 UN PROGRAMA DE CITY MARKETING (PARTIENDO DE LA CREACIÓN DE MARCA) PARA QUE AYUDE A DESARROLLAR Y FORTALECER LA IMAGEN DE LA PROVINCIA DE ISLAY DEDICATORIA A la niña de la sonrisa, a la adolescente exigente, y a la mujer ambiciosa. AGRADECIMIENTO A mis padres por el esfuerzo y el apoyo brindados para poder estudiar lo que me gusta y apasiona. Agradezco a esos profesores que a través de los conocimientos que me brindaron me dieron la inspiración para esta investigación. A mi familia, a mi persona favorita y a su madre, a mis amigos y a las personas que me quieren por las palabras de aliento, la comprensión, su apoyo y aportes a esta investigación. A Dios, la Virgen María y a mis tres angelitas por brindarme su protección y apoyo. Y Agradezco a Mollendo, ese pedazo de cielo que guardara por siempre un lugar en mi corazón. INDICE CAP. I GENERAL 1. Fundamentación del problema…………………………………............. 1 2. Formulación del problema………………………………….…………. 4 3. Objetivos de la Investigación……………………………………..…… 4 4. Variables de la Investigación………………………………………..… 5 5. Hipótesis de la Investigación……………………………………….…. 8 6. Justificación de la Investigación……………………………………..... 9 7. Limitaciones y Restricciones de la Investigación……………………... 9 8. Tipo de Estudio…………………………………………...…..………. 10 CAP. II MARCO METODOLOGICO 1. Antecedentes de la Investigación………..………………………..….. 11 2. Diseño de la Investigación………………..………………………..… 11 3. Diseño Muestral……………………..…………………………..…… 15 4. Procedimiento………………………..……………………..………... 17 CAP. III MARCO TEORICO 1. Ciudad………………………………..…………………..………….. 19 2. Place development, place marketing y place product……..……...…. 20 3. Planeación estratégica del marketing de lugares (place marketing)… 21 4. Principales mercados meta del place marketing…….…..……….….. 24 5. Concepto de marca (brand)………………………….…..………….. 26 6. Concepto de branding…………………………………...………….. 26 7. Sistema de identidad de marca…………………………………..…. 27 8. Comunicación de la marca……………………………………..…... 27 9. Identidad competitiva e imagen de lugar…………………..………. 28 10. Place branding y city branding……………………………..…….… 31 11. Enfoques de City Branding………………………………..……….. 34 12. Programa de City marketing……...……………………………..…. 36 13. El proceso de place marketing…………………………………..…. 36 14. Política Urbana………………………………………….……..…… 40 CAP. IV ANALISIS SITUACIONAL 1. Caracterización de la Provincia de Islay…………..……..….. 43 a. Localización…………………..……..………………. 43 b. Clima…………………………………....…………… 44 c. Geomorfología……………………..……..…………. 45 d. Hidrología………………………..………..………… 46 2. Características Demográficas……………………....……….. 48 3. Caracterización Productiva y de Servicios……………….…. 50 a. Sector Pesquero y Sub Productos…………………… 50 b. Sector Agrícola……………..………………..……… 58 c. Sector Pecuario……………………………..…..…… 64 d. Turismo en la Provincia de Islay……………………. 68 e. Servicios de Transporte y Medios de Comunicación...84 4. Agentes Económicos y Actores Sociales………………...…. 87 a. Agentes Económicos……………………….……..… 87 b. Actores Sociales……………………………..……… 89 5. Niveles de Vida de la Población……………………………. 89 a. Alimentación……………………………………….. 89 b. Salud………………………………………………... 89 c. Educación……………….………………………….. 91 d. Vivienda……………………………………………. 92 e. Servicio de Agua en la Provincia…………………... 93 f. Servicio Eléctrico en la Provincia………………….. 94 6. FODA……………………………………………………..... 94 7. Matriz Comparativo de Provincias………………...……… 108 CAP V INVESTIGACION DE MERCADOS 1. Encuestas……………………………………….….……………… 112 a) Encuestas realizadas a residentes de la Provincia de Islay... 112 b) Encuestas realizadas a turistas que visitaron la Provincia de Islay ……………………………………………………117 2. Entrevistas…………………………………………….…...……. 120 CAP VI PROPUESTA DE LA INVESTIGACION 1. Visión y Misión de la Provincia………………………………… 122 2. Visión y Misión de la Marca……………………………………. 123 3. Objetivos de la Marca Islay…….……………………………….. 123 4. Mix de Marketing de la Provincia de Islay.……………………... 125 5. Segmentos Meta…....……………………………………………. 127 6. Estrategias por Segmentos Meta de la Marca, Acciones y Responsables……………………………………………………. 128 7. Marca Islay………………………………………………...……. 140 a. Que simboliza la Marca Islay…………………………… 141 b. Imagotipo de la Marca Islay…………………………….. 143 c. Como se Administrara la Marca Islay……………...…... 143 d. Aspecto Legal de la Marca Islay……...………...………. 143 e. Aspecto Publicitario de la Marca Islay…….………..….. 146 f. Aspecto Financiero de la Marca Islay………..………… 151 g. Control de la Marca Islay………...……………..……… 153 CAP VI CONCLUSIONES Y RECOMENDACIONES 1. Conclusiones………………………………….……………….. 155 2. Recomendaciones……………………………….…………….. 158 ANEXOS 1. Mapa de la Provincia de Islay 2. Cuestionario para la encuesta a Residentes 3. Cuestionario para la encuesta a Turistas 4. Resultado de las Encuestas a Residentes 5. Resultado de las Encuestas a Turistas 6. Entrevistas transcritas 7. Estadísticas de Mincetur sobre la Provincia de Islay (hospedaje y ocupabilidad) 8. Modelo de Acta de Constitución de una Patronato 9. Modelo del Estatuto de un Patronato 10. Formato para el Registro de Marca 11. Modelo para el Control Interno de la Marca 12. Manual de Marca 13. Efemérides de la Provincia de Islay INDICE DE FIGURAS Ilustración 1: Grafica de la investigación ....................................................... 18 Ilustración 2: Elemento que conforman la Competitividad Urbana ................ 21 Ilustración 3: Estrategia de Segmentación diferenciada de la ciudad ............... 25 Ilustración 4: Modelo de formación de la imagen del lugar (Matlovicová , 2007)………………………………………………………………..…………...…..30 Ilustración 5: Ámbitos del marketing urbano ................................................... 31 Ilustración 6: Promesa y proyecto de la ciudad ............................................... 34 Ilustración 7: Cuadro comparativo de city marketing mix ............................... 35 Ilustración 8: Cuadro Comparativo de City branding ...................................... 36 Ilustración 9: Modelo del proceso de place marketing de Matlovičová………...... 38 Ilustración 10: Evolución de las Políticas Urbanas .......................................... 40 Ilustración 11: Mapa de la Provincia de Islay ................................................... 43 Ilustración 12: Hidrología de la Cuenca del Rio Tambo .................................. 47 Ilustración 13: Procedencia de las Aves que llegan a las Lagunas de Mejia …….. 80 Ilustración 14: Modalidad del Servicio Inter urbano en la Provincia de Islay……..85 Ilustración 15: Modalidad del Servicio Masivo en la Provincia de Islay ......... 85 Ilustración 16: Mapa Vías de Comunicación de la ¨Provincia de Islay – Ministerio de Transporte y Comunicaciones 2013……………….. 86 Ilustración 17: Paleta de Colores utilizada en el Imagotipo de la Marca Islay................................................................................................................... 141 Ilustración 18: Imagen del Imagotipo de la Marca Islay ................................ 142 Ilustración 19: Imagotipo de la Marca Islay........................................................ ..143 INDICE DE TABLAS Tabla 1: Líderes de Opinión Entrevistados ....................................................... 13 Tabla 2: Provincia de Islay y distritos por altitud y superficie .......................... 44 Tabla 3: Provincia De Islay: Población, Densidad Poblacional, Superficie Año 2007 ............................................................................................. 48 Tabla 4: Provincia De Islay: Población Por Área Urbana Y Rural Según Distritos Año 2007 ................................................................................. 48 Tabla 5: Provincia De Islay: Población Identificada (Menores Y Mayores) Por Sexo, Según Lugar De Residencia ................................................. 49 Tabla 6: Embarcaciones De La Pesca Artesanal Marítima ............................... 52 Tabla 7: Relación De Establecimientos Industriales Pesqueros Con Licencia De Operación En La Región Arequipa – Provincia De Islay – R.M Nº 041 – 2002 Producción de harina de pescado ...................... 53 Tabla 8: Relación De Establecimientos Industriales Pesqueros Con Licencia De Operación En La Región Arequipa – Provincia De Islay . 54 Tabla 9: Provincia de Islay: Área Total, Área Bajo Riego y Nº de usuarios según comisión de regantes ................................................................. 59 Tabla 10: Producción Agrícola Provincia Islay: 2014 ....................................... 61 Tabla 11: Provincia de Islay: Produccion pecuaria (2014) (en cabezas) ........... 65 Tabla 12: Demanda de mano de Obra en las operaciones de Tisur ................... 88 Tabla 13: Indicadores de vivienda para la Provincia de Islay ……………………. 93 Tabla 14: Vivienda con abastecimiento de agua, según distritos de la Provincia de Islay ............................................................................... 93 Tabla 15: Monto Pagado por Categoría del RUS ya sea en efectivo o en cuotas mensuales .............................................................................. 151 RESUMEN El presente trabajo aborda el planteamiento de un Programa de City Marketing
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