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Estrategias De Relanzamiento Para La Marca Personal Shape

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Estrategias De Relanzamiento Para La Marca Personal Shape T esis De Graduación E strategias de elanzamiento R para la M arca ersonal hape P S Para Optar al Título de: Licenciatura en Mercadotécnia Marzo 2010 UNIVERSIDAD DR. JOSÉ MATÍAS DELGADO FACULTAD DE ECONOMÍA, EMPRESA Y NEGOCIOS TESIS DE GRADUACIÓN ESTRATEGIA DE RELANZAMIENTO PARA LA MARCA "PERSONAL SHAPE" PARA OPTAR AL TÍTULO DE: LICENCIATURA EN MERCADOTECNIA PRESENTADO POR: Cindy Evelyn Alvarado Andino Kelly Johana Calderón Aguilar Oscar Salomón Vigil Matus ASESORA: Licda. Gloria María Garzona ANTIGUO CUSCATLÁN, MARZO 2010 AGRADECIMIENTO Y DEDICATORIA Agradezco, en primer lugar, a Dios, por su bendita misericordia e inmenso amor, por permitirme alcanzar un éxito profesional, el cuál es un logro alcanzado para la Gloria y Honra de Nuestro Señor Jesuscristo, porque nada ocurre en esta tierra sin que Él no lo permita. Agradezco a mi familia por todo el apoyo brindado, especialmente a mis padres, por sus esfuerzos y sacrificios dados para formarme profesionalmente; por los desvelos que han vivido conmigo durante toda la carrera, por ser una fuente de inspiración y modelo para mi vida. Agradezco a David, mi amor, por ser parte de mi vida, por su apoyo incondicional en este y todos mis proyectos. Agradezco también a mis compañeros Kelly y Oscar, por ser un excelente equipo de trabajo y abrirme las puertas de su hogar, acojiéndome con la amabilidad que los caracteriza. Finalmente dedico este proyecto a todos mis seres queridos, especialmente a mi sobrinito Jonathan, por llenar mi vida y la de mi familia con esa luz inocente que ya solo puede distinguirse en los niños. Cindy Alvarado AGRADECIMIENTO Y DEDICATORIA En Primer lugar quiero darle la gloria y honra a Dios, por haberme permitido culminar mi carrera profesional, reconozco que sin su infinita misericordia y gracia nada soy, por tener un cuidado especial sobre mi y por hacer realidad este sueño enorme que tanto mi familia y yo habíamos deseado siempre. Agradecer a mis padres especialmente quienes desde que nací han deseado lo mejor para mi y me han motivado e impulsado a seguir adelante, por enseñarme el camino del bien y a confiar en todo momento en Dios. A mis hermanas por siempre estar a mi lado y compartir conmigo tan buenos momentos desde que nacimos. A TODO el resto de mi familia por siempre estar pendientes, llevarme en sus oraciones y compartir los triunfos en familia. A mis suegros por el apoyo incondicional y por siempre estar de mi lado en todo momento. A mi amado esposo Oscar, por compartir este triunfo juntos de la mano de Dios, por todos los buenos momentos que compartimos a diario y por enseñarme a tener sueños en común y hacer que se realicen más fácil si los dos nos apoyamos mutuamente. Por todo el amor que recibo a diario de ti por hacer mis días más interesantes, por estar siempre al cuidado de mí por dejarme compartir mi vida entera a tu lado y amarnos para siempre. A Cindy por ser como sos, por demostrar profesionalismo en todo momento por compartir noches de desvelos trabajando arduamente, por ser una excelente compañera, por hacer un buen equipo de trabajo que con mucho orgullo puedo decir que no tuvimos ningún momento de conflicto. Dedico este trabajo de graduación a mis Padres por que con la ayuda principalmente de Dios y el apoyo de ellos he culminado esta etapa de mi vida y no tengo duda que seguirá estando de mi lado apoyándome en todo. LOS AMO Kelly Johana Calderón Aguilar. ÍNDICE CONTENIDO PÁGINA INTRODUCCIÓN ........................................................................................................... i CAPÍTULO I 1.1 ANTECEDENTES Y SITUACIÓN ACTUAL DE PRODUCTOS DE CUIDADO Y ASEO PERSONAL 1.1.1 Antecedentes de la Higiene Personal .................................................................. 2 1.1.2 Situación Actual de Productos de Cuidado y Aseo Personal. .............................. 4 1.2 ANTECEDENTES Y SITUACIÓN ACTUAL DE SEDIGA S.A. de C.V. ..................... 6 1.2.1 Antecedentes y Situación Actual de SEDIGA S.A. de C.V. ................................. 6 1.2.2 Antecedentes y Situación Actual de la Marca Personal Shape ........................... 6 1.2.2.1 Acciones Actuales de Mercado y Publicidad de Personal Shape ............... 8 1.2.2.2 Segmento Actual de la Marca Personal Shape .......................................... 8 1.2.3 Estrategia de Comercialización y Producción ..................................................... 9 1.2.4 Distribuidores Nacionales. .................................................................................. 9 1.2.5 Línea de Productos Personal Shape. ............................................................... 10 1.2.6 Situación Actual de la Competencia ................................................................. 11 1.2.6.1 Competencia ........................................................................................... 12 1.2.6.1.1 Competencia Directa ........................................................................... 16 1.2.6.1.2 Competencia Indirecta ........................................................................ 17 1.3 IMAGEN ACTUAL DE LOS PRODUCTOS DE LA MARCA PERSONAL SHAPE VRS. PRODUCTOS DE LA COMPETENCIA ............................................................... 18 1.3.1 Imagen Actual de productos Personal Shape Vrs. Competencia Directa (Línea Jóvenes Adultos) ....................................................................................................... 18 1.3.2 Imagen Actual de productos Kids Personal Shape Vrs. Competencia Directa .. 20 1.3.3 Imagen Actual de productos Baby Personal Shape Vrs. Competencia Directa . 21 CAPÍTULO II. MARCO TEÓRICO SOBRE LA ESTRATEGIA DE RELANZAMIENTO PARA LA MARCA PESONAL SHAPE 2.1 MERCADEO .......................................................................................................... 25 2.2 IMPORTANCIA DEL MERCADEO ......................................................................... 25 2.3 OBJETIVOS DEL MERCADEO .............................................................................. 26 2.4 FUNCIONES DEL MERCADEO ............................................................................. 26 2.5 CONCEPTOS BÁSICOS ........................................................................................ 27 2.5.1 Mezcla de Mercadeo ......................................................................................... 27 2.5.2 Segmentación de Mercado ................................................................................ 29 2.5.2 Segmento del Mercado ..................................................................................... 29 2.5.4 Mercado Meta ................................................................................................... 29 2.5.4 Marketing Directo..............................................................................................29 2.6 MARCA ................................................................................................................ 30 2.7 OBJETIVOS DE LA MARCA ................................................................................ 30 2.8 DECISIONES PARA CREAR UNA MARCA......................................................... 30 2.9 IDENTIDAD DE LA MARCA ................................................................................ 32 2.10 TIPOS DE MARCAS ............................................................................................ 33 2.11 DIEZ PAUTAS PARA CONSTRUIR UNA MARCA FUERTE ............................... 34 2.12 BENEFICIOS DE UNA MARCA ........................................................................... 36 2.13 DETERMINACIÓN DE LA IMAGEN DE MARCA ................................................. 37 2.14 DEFINICIÓN DE IMAGEN DE MARCA ................................................................ 37 2.15 CONCEPTOS BÁSICOS DE ESTRATEGIA ........................................................ 38 2.16 TIPOS DE ESTRATEGIAS ................................................................................. 40 2.16.1 Estrategias de Crecimiento Intensivo............................................................... 40 2.16.2 Estrategias de Crecimiento Integrativo ............................................................ 41 2.16.3 Estrategias de Crecimiento Diversificado ........................................................ 41 2.16.4 Estrategias de Liderazgo de Mercado ............................................................ 42 2.16.5 Estrategias de Reto de Mercado ..................................................................... 42 2.16.6 Estrategias de Seguimiento de Mercado ........................................................ 43 2.16.7 Estrategias de Nicho de Mercado ................................................................... 43 2.17 ETIQUETAS ........................................................................................................ 43 2.17.1 Generalidades de una Etiqueta ....................................................................... 44 2.18 TIPOS DE ETIQUETAS ....................................................................................... 44 2.18.1 Elementos de la Etiqueta ............................................................................. 45 2.19 EMPAQUE. .......................................................................................................... 45 2.20 CICLO DE VIDA DEL PRODUCTO ...................................................................... 46 2.21 ETAPAS DEL CICLO DE VIDA DEL PRODUCTO. .............................................. 47 2.22 RELANZAMIENTO .............................................................................................
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