Ingeniería en Marketing-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/95

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Author "Alvarado Cárdenas, Pedro Andrés"

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    Activación de la sublínea KOTEX-EVOLUTION mediante la ejecucción de una táctica BTL en la Universidad de Cuenca para el año 2013
    (2013) Castro Palacios, María Paz; Pesántez Ñauta, Johanna Nataly; Alvarado Cárdenas, Pedro Andrés
    Corporation Kimberly-Clark has been present in Ecuador for 18 years as one of the leader companies specialized in hygiene products offering a great variety of lines destined to satisfy every customer’s needs. One of these essential product lines belongs to the personal care section represented by all the Kotex products, that nearly five months ago, decided to incorporate a new sub-line called KOTEX-EVOLUTION. Due to its short period of life, this new sub-line, KOTEX-EVOLUTION has not been able to report on positioning and is currently facing new challenges when trying to achieve recognition in front of competitors. This is why the primary objective of this work is to inform the promise of value of the KOTEX-EVOLUTION sub-line in our city contributing to the raise of brand awareness through the implementation of what is called, a BTL advertising tactic. Two Exploratory Research studies have been conducted in order to obtain all the required information, one before and one after the BTL implementation. The first one is made up of two stages or processes: Qualitative Research (customer surveys in order to know the current positioning situation and brand awareness as well as benefits from retail partners when trying to get more stock) and Quantitative Research (the use of surveys to confirm results). The second research study, after the BTL implementation, has also used surveys that have helped test the effect and efficiency of the BTL tactic that has been previously chosen. Once the study has been carried out, here are the following conclusions: 1. At the beginning people didn’t really know the KOTEX-EVOLUTION product line and its values. 2. The BTL tactic did manage to reach the primary goal of the present work. Brand awareness increased by 15% as well as the desired positioning. 3. Kimberly-Clark should carry out sales promotions at retail partners to ensure brand awareness as well as product availability at various points of sale
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    Análisis del modelo de distribución de Indux Corporación zona Austral; afectaciones para principales clientes
    (2014) Pesántez Caguana, Belén Tatiana; Sibre Llivisaca, María Fernanda; Alvarado Cárdenas, Pedro Andrés
    The Indux Corporation is one of the most recognized companies around the world, this company is managing a serie of products in different categories: cleanliness, hygiene, and health. The same are massive consume products, and in other situations they are used in industries. In Ecuador, Indux is one of the most recognized brands nationally for various products under brands such as :Huggies, Scott, Kleenex,Kotex, Scott,Poise,Plenitud which are used continuously depending on the stage which the consumer is. This company has found necessary to make a change towards improvement and increased sales by opting for implementing the Kash -Strrategy model seeking higher yields, liquidity, turnover and better distribution in the product. The model has been applied in the Area- Azuay since September of this year as a pilot. The present study concentrates on each of the steps by which crossed the area to adapt to this new form of care and product distribution of the multinational describing the process and qualitative results perceived by customers who started to work under direct care, data and customer names taken for the study have been modified as it is confidential information, however the final results will show the reality of the model.
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    Propuesta de un sistema de distribución para la Empresa Empanattos en la ciudad de Cuenca para el 2013
    (2013) Marín Ullauri, Christian Andrés; Montero Vega, César Andrés; Alvarado Cárdenas, Pedro Andrés
    This study contains an analysis of the current situation of the Empanattoscompany, as well as a study about the restrictions with respect to the product and the market, this information serves as a basis for identifying the alternatives that will be evaluated in the following stages. Several alternatives are presented like options for distributing the product. By using these options it is important to obtain all the information that the company does not know in order to choose the best options in the most objective, possible way. Also, with all the necessary information in the project we can count on an exhaustive analysis of each option in concordance with the proposed criteria. This criteria is consistent with the proposed goals. Each alternative was analyzed according to their performance, sales potential, income facility, investment, and support to the brand. After analyzing all the alternatives a mixed distribution channel has been chosen, in which the product will be distributed in three different ways, through branches strategically located in the city, using itinerant sellers to serve the markets made up of the commercial employees from downtown city and using the bars as distributors of educational institutions with more than 300 students. Finally on each channel is established portfolio of products, prices, margins, promotion and evaluation indicators for each channel.