Elaboración de un plan de marketing para incentivar la comercialización de velas artesanales elaboradas por el adulto mayor de la Asociación de Artesanos Trabajo y Progreso del Comité del Pueblo Nº1 zona 6 en la ciudad de Quito con la finalidad de captar fondos
Through the Marketing Plan, our proposal is to deploy an image in which the elderly are not seen as an object but as a subject, able to accomplish any type of activity. In addition, we want to boost and encourage the marketing of craft candles made by the elderly of the Asociación de Artesanos Trab...
| Autor Principal: | Tapia Arcos, Fernanda Nathaly |
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| Otros Autores: | Zúñiga López, Tannya Gabriela |
| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9434 |
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| Sumario: |
Through the Marketing Plan, our proposal is to deploy an image in which the elderly are not seen as an object but as a subject, able to accomplish any type of activity.
In addition, we want to boost and encourage the marketing of craft candles made by the elderly of the Asociación de Artesanos Trabajo y Porgreso del Comite del Pueblo N°1 Zona 6 located in the city of Quito, through the search of suppliers who will be able to assist in the commercialization of the articles, providing as a result the catchment of resources.
By means of the market research that was done to women who are between 25 and 74 years old, in the north central area in the city of Quito, we got as a result, that despite of the candles not being a first product necessity, it is still a product that people buy. Moreover, we got to know in detail the tastes and preferences that our target market has in the usage of the craft candles.
The strategies outlined in this project aim differentiation, growth and product positioning. Furthermore, there were established strategies of the marketing mix, with the purpose of giving a corporate identity to the association.
Due to the fact that the association doesn’t count with financial statements, a budget has been created and a 5-year projection, which states that the project with a good money administration is feasible and that there will be a growth in sales that will benefit the association. |
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