Ingeniería en Marketing

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Análisis de los segmentos de consumidores de leche encontrados en el sector urbano de la ciudad de Cuenca según sus comportamientos de compra y consumo
(2012) Lema Guachichullca, Mayra Isabel; Muñoz Fajardo, Johanna Elizabeth; Esquivel Gaón, René Ernesto
Propuesta de un modelo teórico para la implementación de una estrategía de Customer Relationship Management (CRM) en la Empresa Eléctrica Regional Centro Sur C.A:, para el período 2012-2013
(2012) Carrión Agila, Edisson Antonio; Saavedra Guzmán, Andrea Elizabeth; Corral Serrano, Miguel Guillermo; Méndez Tapia, Vinicio
Estudio del posicionamiento de la leche por los métodos de composición (correspondencias y BIPLOT) y descomposición (MDS) en Cuenca en el periodo 2010-2011
(2012) Chacón Coellar, María Cristina; Vásquez Valencia, María Alexandra; Sarmiento Jara, Juan Pablo
Modelo explicativo del posicionamiento basado en variables internas
(2012) Berrezueta Berrezueta, Wilson Patricio; González Loyola, Pablo Arturo
Percepción de las marcas de leche en la zona urbana de Cuenca
(2012) Vanegas Pulgarín, Doris Paulina; Cuji López, Ana Isabel; Esquivel Gaón, René Ernesto
La leche en la dieta de los cuencanos. Un estudio de su motivación de compra enfocado al segmento medio
(2012) Chumbi Pineda, Luis Alberto; Seminario Carrera, Beatríz Elizabeth; González Loyola, Pablo Arturo
Propuesta de un modelo teórico para la construcción de marca, brief publicitario en el sector público. En el caso coordinación de educación zonal 6 del ministerio de educación del Ecuador
(2012) Morocho Samaniego, Patricio Fernando; Verdugo Alvarado, Andrés Sebastián; Esquivel Gaón, René Ernesto
Propuestas de nuevos sistemas de distribución para la empresa Pasamanería S.A. del 2012 al 2014
(2012) Cobo Torres, Eduardo; Esquivel Gaón, René Ernesto
Propuesta de un plan de merchandising para la Empresa Megamotors en la ciudad de Cuenca para el año 2013
(2013) Chacho Jarama, Sandra Verónica; Morocho Dután, Ana Carmita; Cornejo Martínez, Francisco Xavier
The planning about the merchandising for Mega Motors´ Company The Mega motors´ company is dedicated to sell cars of second hand. It is located on the Americas’ Avenue and first of May. Okay so, this planning is about to improve the selling point and to generate customer satisfaction in order to get incomes for the company. The proposed strategies are exterior appearance´s improvement, interior appearance´s improvement, promotion of other services and training of inefficient employees. The pretended objective of these strategies is to motivate and to persuade customers to visit Mega motors´ offices in order to see and buy the used cars granting the well-functioning of vehicles; implementing a good environment when the customers are looking for a car at the enlisted cars. Thus, they feel comfortable. Exterior appearance´s improvement will help the company to catch the eye´s potential customers, so that the company will be consider by clients.
Segmentación post hoc del mercado lácteo cuencano aplicación del análisis Cluster en dos etapas
(2013) Mogrovejo Berrezueta, Tatiana Maricela; García Chacho, María Caridad; Esquivel Gaón, René Ernesto
This article aims to generally establish what the main market segments according to the attributes of the dairy product, focusing mainly on the consumption of cow's milk; we believe important to determine the relationship between the attributes this product and profiles of consumers in respect of milk, to guide the product according to the importance given by each group to a specific attribute. In this sense, information has been collected from primary and secondary source, from in-depth interviews were conducted, focus groups and market research, with a sample of 598 subjects, aged 15 to 84 years, and the selection of the sample was performed using a stratified random sampling method. The algorithm groups were used to identify consumer groups that are differentiated by the fact prefer one over the other attribute considered. Thus, it was found that four clusters: • Housewives sorting by thickness and price. • Housewives sorting by color. • Private Working mothers sorters for freshness. • Housewives sorting by nutritional value. In this working highlight the group Private Working Mothers Selectors for freshness, representing 63.88% of the market study, those who bet as attribute more important to product freshness. This group mainly consists of married private employees, who elect Nutrileche first as the most preferred for consumption.
Activación de marca en redes sociales de la aplicación Mi Pichirilo en la ciudad de Cuenca
(2013) Machado Cuzco, Cristian Xavier; Maldonado Hurtado, Italo Paul; Crespo Martínez, Paul Esteban
This project consists in the mark activation of an application for smart telephones, using social nets through creative strategies, trying to stand out the mark to generate new downloads. Mi Pichirilo® application is directed to people who have digital tools for the communication with access to the Internet and that look for methods that help them in their daily activities, in this case, of an application that reminds them important aspects related to their automobile, which can usually be forgotten or omitted until it is too late. A research study to know what the most appropriate way to get the target was made, and it was determined that people are very interested in publications that offer them information and entertainment; therefore, it was tried to satisfy these needs by means of a calendar that helps to keep a better control on the published contents, generating interest both on the page and on the publications and taking advantage of this interest to invite them to download the application. Publications such as tips about mechanics, classical cars, videos about car industry, among others, had a great impact; for that, it can be said that with creativity and fulfilling the planned activities, good results can be obtained on mark activation. With a reasonable budget an activation can be done, managing a fan page on social nets and with it, to encourage a mark to position itself in the market and in the costumer’s mind.
Plan de merchandising para la empresa Le Chateau de la ciudad de Cuenca en el período 2014
(2013) Ayala Cobos, Adriana Estefania; Machuca Coronel, María Verónica; Cornejo Martínez, Francisco Xavier
Today the business world is moving fast so it is necessary to know our customers to satisfy them in the best way , using methods like merchandising and customer service that generate loyalty , so this study is mainly based on identify the characteristics they possess, purchase motivators besides , being the information collection , analysis and interpretation of the results needed for this, it will be necessary to use programs like SPSS 18 and Excel , with the goal that the results obtained serve for future decision-making of the company. Because the Cuenca market competition is high, companies must distinguish themselves from the others, for this is necessary to discover the behaviors, trends and habits of customers and prospects which will more and better positioning the company. These studies in selected time periods are critical for any business, and that research helps to know the situation of the company and the various opportunities for change or improvement in the establishment , this thanks to the different contributions of customer information the company.
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.
Diseño de un sistema de merchandising visual para la Cooperativa de Consumo U.N.E. en la ciudad de Cuenca
(2013) Ortiz Chacha, Vanessa Anabel; Pesántez Rubio, Andrés Santiago; Esquivel Gaón, René Ernesto
The evolution of the concept of selling in commercial stores generated an obligation in the corporation’s structure in terms of location and customer attraction. which at present, their behavior based on their consumption and profile , requires more than a physical structure that transcends color perception , location , aromas and a number of technical elements you are looking for a common purpose , buying her a brand and a product. This research takes as its objective the study of the current situation Cooperativa de Consumo UNE , which has an operation since 1985, its current development based on empirical business strategy , this study is taken and analyzed technically under the basics of merchandising , marketing concepts and statistical analysis to generate as a result a technical proposal adapted to the corporate values of the organization and technically adapted to their environment for generate customer value ,order in the operation and the fundamental objective , revenues and net in the company.
Produesta de una activación para la Marca Agogó a través de estrategias no convencionales de comunicación "BTL" en la ciudad de Cuenca en el período 2013
(2013) Cadena Solórzano, Eduardo Alberto; Crespo Martínez, Paul Esteban
Hábitos de compra y consumo de bebidas energizantes en el segmento de 20 a 30 años en las parroquias urbanas de Cuenca
(2013) Panjón Nieves, Glenda Maricela; Rodríguez Delgado, María del Pilar; Pesántez Vicuña, Saúl Fernando
This thesis was developed to identify energy drink purchasing and consumption habits among 20-30 year olds in the urban counties of Cuenca. It presents all of the theory necessary to conduct an assessment of the market. A substantial sample group was surveyed and based on the survey results we formed three clusters. After thorough analysis of the clusters, we applied the model of consumer behavior to Howard In order to figure out the perceived image of the brand. This was done using statistical tools and hypothesis testing. With all the necessary information to direct us to potential consumers we made an outline for an advertising campaign containing social responsibility, focusing on each of the three segments we identified in the study.
Plan de merchandising para Almacén Agropecuario Vida Agro, para el período 2013
(2013) Peñaranda López, Teresa Guadalupe; Jimbo Días, José Santiago
Store merchandising Plan VIDA AGRO, is a proposal to improve the selling point focused on small businesses, taking into account visual merchandising technical guidelines applicable to development states the following : as the first theoretical background and commercial point of VIDA AGRO , as the second point analysis of current business conditions , external architecture , internal architecture and travel , in the third chapter develops merchandising proposal , taking into account technical as plant layout , organization and presentation of products, planograms and exhibit linear , in the final financial evaluation is done the same and the feasibility in terms of VAN and TIR , considering that the project is seeking to optimize existing resources investment company is minimal compared to the results expected , which is clearly evidenced by the values of25% TIR thus justifying the feasibility thereof.
Plan de activación de la Marca Pastoral Juvenil en el segmento Joven en la ciudad de Cuenca urbana para el período 2013-2014
(2013) Guzmán Malla, Deicy Elizabeth; Padilla Tacuri, Mayra Maricela; Cornejo Martínez, Francisco Xavier
The objective of the topic of this thesis is to design a plan for the brand activation called “Pastoral Juvenil” in the youth segment in urban Cuenca. Thus, we will make to know to the young segment about the brand and activities (services) that it offers to achieve that its target will fall in love for the brand in the future. The main purpose of this study is to determine if young Cuencanos from the urban area know about the brand and the main reasons or causes to the lack of knowledge about the youth ministry. The second purpose is to understand the behavior and the demographic profile of the young people, so it is essential to perform the research. With the data obtained from the youth research and the analysis of the organization, it has developed the brand activation plan based on two BTL strategies, the first is " street theater", the second is holding an event called "Dance Party" with the slogan give joy to your heart, for the diffusion of this event there have been developed the ATL and BTL strategies. Taking advantage of the event there will be the launch of some products (shirts, hats and handbags), the objective is to get funds for future projects of the Youth Ministry which is a nonprofit organization that self-manages through donations.
Plan de activación de marca para el producto neoschool de la Empresa Libélula soft en la zona urbana de Cuenca
(2013) Sánchez Mendieta, Adriana Elizabet; Verdugo Rodríguez, Yesica Alexandra; Crespo Martínez, Paul Esteban
It's a brand activation proposal for product Neoschool Dragonfly Soft Company through unconventional communication strategies . Besides theoretical grounding , we performed a market study in order to know if the product is recognized , define the target market , know the habits, determine the most valued attributes and characteristics of the product and of the proposed strategies are not conventional media. Depth interviews were conducted market research and a survey of 120 subjects . An analysis of frequencies, cross and allowing clusters to obtain the data necessary for the proposal as it is the target market are women between 36-45 years of age with an average income between 350-500 dollars, higher education level of public and private employees performing control their children's academic performance daily. Also determined the most valuable feature of the product is still that of " Homework Review , Jobs, Notification, Conduct Fouls and their children." As for product acceptance 60.8% of parents want the product . Therefore knowing the results of research finally proceeded to work in nontraditional media proposal ie BTL strategy and the organization of an event.
Propuesta de mechandising para Comercial Mendieta en el período 2013
(2013) Guanga Ayala, Jenny Fabiola; Quizhpe Ayala, Daniela Cecibel; Cornejo Martínez, Francisco Xavier
The present project is a proposal of Merchandising for Commercial Mendieta in the city of Cuenca during the period of 2013. Commercial Mendieta is a small business that is dedicated to marketing products and beauty items. According to a study of different research techniques it is possible to see that the company's clients are women between 18-50 years of age. This company currently does not use any kind of merchandising for what is considered to be important. According to an analysis, it can determine that the company has low turnover products. Also the presentation of some products is not adequate, our purpose is to use a visual merchandising to achieve and capture the attention of customers and also adjust the layout of furniture through the use of a suitable display of the product using a planogram. We propose the use of merchandising rotation to generate more products and generate greater profitability for the company. Also in the final chapter we propose the use of financial indicators to help evaluate results by using the technique of Merchandising.

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