plan de marketing para nuevo producto

7/26/2019 Plan de Marketing para nuevo producto

1/17

FACULTAD DE NEGOCIOSCARRERA DE ADMINISTRACIN Y NEGOCIOS INTERNACIONALES

AUTOR(es):

CRUZ GUTIERRREZ, SERGIO ANDR

HIDALGO RUIZ, JOSE FERNANDO

VILLAFAN OLORTEGUI, GABRIELA

CURSO:

MARKETING EMPRESARIAL

DOCENTE:

LUIS VERDI VILA


2/17

NDICE

1. R!"#$ %&"'()*+. S('"&(-$ &'" / #0'($2

+.1. D!&0(3&(-$ / #0&/*+.+. R!4 / 30*/"&'*

ANE5O 617 N&!(//! / !2#$'*, &0&'08!'(&! 9 :$;(&(*!+.


3/17

1. Resumen ejecutivoSS D!(2$ ! !'> 3030$/* 30 $?0 "$ ($$*)/*0 &($'"0-$ /

&"0*, HEBI, #0&/* '0"%($* / &&!*0(*! / )!'(#$' #!&"($*!. A3!0 / ;"0' &*#3'$&( 30!$' $ *&(//, (!'$ 3*!(:((//!

/ &*#3'(0 ;"0'#$', 20&(! )*0 202/*, &(// 9 30&(* / $"!'0*30*/"&'*.

HEBI :"!& 0)*"&(*$0 &*$&3'* 9 ;"$&(*$(// / *!&($'"0*$! / &"0*. P*0 *, $*! /(0(2(0#*! !2#$'*! !3&8;(&*! 9 &"9!$&!(//! !'#*! #>! !2"0*! / 3*/0 !'(!;&0 30 / !' #$0($!0'0$*! $ #$'(// / 3*:&(-$ '0"%($ &*#* "$ 30*/"&'* $(&* 9$&!0(*.

N"!'0 #30! :"!&0> 30*)&0 ! *3*0'"$(//! " 30!$' #0&/* &'" 9 3*0 !* ! $ /!00*/* !'0'2(! / #0'($2$;*&/! $"!'0*! *:%'()*! 9 :($!'0 / !*&(//.

E *:%'()* 30($&(3 / #0'($2 ! &$?0, /"0$' 30(#0 4* /30*/"&'* $ #0&/*, "$ = / 30'(&(3&(-$ &*$ )$'! "$('0(! / 666%#30!. L*! *:%'()*! 30($&(3! ;($$&(0*! !*$ *200 ($20!*! 3*0 )$'!/ S. ! ($!2"0* !2$ L2*! 9 D##0' +61+ $&"!' +61= / LAPOPL'($ A#0(& P":(& O3($(-$ P0*%&'.

P*0 *, $ 4* +61@ ! ;"$/- #30! SS D!(2$ S.A.C, &"9;($(// ! !'(!;&0 ! $&!(//! / 3*:&(-$ 30"$ %")$( "0"(0$ / "$ )0(// / 30*/"&'*! 30 !$'(0! 2$'!, #*/ 9!2"0*! )?. L !*&(// ! ;"$/- 3*0 '0! #30!0(*! '0"%($*! ":"!&:$ ($$*)0 $ *&(//. N"!'0* 30*/"&'*, HEBI, ! "$ $(2#>'(&* 9'( &($'"0-$ / &"0* " 30#(' #&$0, /$'0* / "$ &)(// !&0', *" ! /! )0 / #$0 #"9 !"'(.

L #30!, $'*$&!, /! 30*)&0 ! *3*0'"$(//! " )(02$ #0&/* '0"%($* *;0&, /(0(2($/*! !2#$'*! !3&8;(&*! 30$'020! "$ 30*/"&'* " :0($/ '*/! ! &0&'08!'(&! " &/ 20"3* /&($' :"!& 9 )*0.

2.1. Desc!i$cin el me!caoE #0&/* / SS DESIGN &*$!(!' $ &($'! " 30;(0$,

$ "20 / !&0(;(&0 !'(* 3*0 !2"0(//, !$'(0! #*/, 2$'! 9!2"0*! ;0$' "$ !*&(// $ " !'>$ &*$!'$'#$' 3"!'*! /($&"$&( 9 3(20*.

E !2#$'* / #0&/* " ) /(0(2(/* $"!'0* 30(#030*/"&'*, HEBI, !7 3*:&(-$ #!&"($ / $'0 1@ =6 4*! / !&'*0&*$-#(&* B 9 C ":(&/*! $ /(!'0('* / T0"%(*, V8&'*0 L0&* H000 9


4/17

&(0'*! !&'*0! / E!30$? 9 P*0)$(0. A30*(#/#$' ,/ 3*:&(-$ '*' / 30*)($&( / T0"%(*. E!3&(#$', ! :"!&'00 !'"/($'!, &*#0&($'!, 9 30*;!(*$! %-)$!.

L*! &*#30/*0! / &($'"0*$! / &"0* $ T0"%(* '($$/(;0$'! *3&(*$! $'0 #0&!, &**0!, #'0(! 9 30&(*!. S($#:02*, $($2"$ / !'! '0$'()! &"$' &*$ 2"$ *'0 "'((///(&(*$. P*0 ' 0?-$, SS D!(2$ #0> '$&(-$ / &($'*;0&($/* "$ 30*/"&'* ($$*)/*0, &*$ "$ )*0 202/* 0#$' '(,/"0/0*, '0&'()* 9 0!3*$!: &*$ #/(* #:($'.

2.2. Rese%a el $!ouctoCa!acte!&sticas:

N"!'0* 30(#0 30*/"&'* ! HEBI7 "$ $(2#>'(&* 9 '( &($'"0-$ /&"0*. HEBI 30#(' #&$0, /$'0* / "$ &)(// !&0', * " !/! )0 / #$0 #"9 !"'(.

E 0'8&"* &"$' &**0! )0!>'(!. E! /&(0, ! $ /!00*/*30 " !'$ !'0$' 0&(*$/*! &*$ !&'*0 / #0&/*#' " )$ /(0(2(/*!. E! !8 " 30 *! 30*;!(*$! 9&*#0&($'!, &*$'#*! &*$ &**0! !*:0(*!, 2$'! 9 /(!&0'*!,&*#*7 $20*, #00-$, &*: 9 &**0 "!*. A/#>!, 30 !2#$'*0!'$', ! $ /!00*/* &**0! #>! /()0!*!, &0'()*! ($&"!*&*$ '0#/*! !'&(*$!.

P*0 *'0* /*, $"!'0*! !3&((!'! / &*$;&&(-$ $ &"0*, $//* 0($/ !"' !" &0'()(// /$/* &*#* 0!"'/* "$ ($&08:2# / /(!4*! 9 #*/*! #*/0$*!, '#>'(&*! 9 2$'! /

&($'"0*$!. E! !8, " /!/ 0"$(*$! / 2 !' ! 0"$(*$! #>!&*'(/($!, HEBI ! &*#3$'0 &*$ '" )!'(#$' 9 / /*' / !'(* 9!2"0(//. A/#>!, '*/! $"!'0! (!'$&(! &"$'$ &*$ "$ &)(//!&0' / 1@ ":(&/ $ &0 ($'0$, 0;*0?/ &*$ #'0((#30#: 30 30*'20 &*$'$(/* / "#//.

T#:($, ! '($ " 0!'0 " 30 &*$;&&(-$ / 30*/"&'*$'! #$&(*$/* ! "! &"0* / &(// !"30(*0, 30*/"&(/* #/($''&$(&! / &"0'(#:0 !3&((?/! / 02(-$. E!'*! 30*&!*!:0(/$ 30*/"&'* ;($ !")(// '&'*, :0(* 9 &*$!(!'$&(.

'unciones:

A/#>! / ($0$' ;"$&(-$ " &"#3 "$ &($'"0-$ / &"0*,HEBI 30#(' 2"0/0 / #$0 #"9 !"'( *:%'*! / )*0 &*#* /($0*,'0%'! / &0/('*, /*&"#$'*! 9 *'0*! 0'8&"*! (#3*0'$'!.

a!ca:

HEBI ! 30*$"$&(&(-$ / , 3:0 %3*$! " !(2$(;(&!03($'. N"!'0* *2*, "$ !03($' " #"0/ !" 30*3( &* 9 ;*0#"$ &80&"*, 030!$' &*$'($"(//, !2"0(// 9 30*'&&(-$#($0(. E$ &"'"0! $'(2"!, ! &08 " "*! " 3*0':$ !'!8#:** !':$ 30*'2(/*! 3*0 *! /(*!! 9 " !08$ 0!2"0/*! 3*0 '0$(//.


5/17

Envase:

Dise%o:

C*$ ;($(// / '00 &($' 9 &00 "$ &*$&3'* 3*!('()* /$*!*'0*!, ! :"!&- "$ $)! 2$' 9 30>&'(&*.

S !&&(*$0*$ &%! / &0'"($ '0#/ &*$ ! !(2"($'!#2$('"/!7

L02*7 +@ L*2*7 1+ / /(>#'0*

A$&*7 +<

G0*!*!7 =,@

E &**0 "'((?/* ! &**0 30. C*$ !' &&(-$ ! :"!&-30*9&'0 "$ (#2$ / 2$&( 9 !0(//.

A/#>!, &*$ ;($(// / &00 0#*$8 $ 30!$'&(-$, !/&(/(- " *2* ) / &**0 $20*.

2.. ANE*O +1: Necesiaes el se#mento, ca!acte!&sticas - ene/icios

Se#mentos meta Necesiaes el cliente Ca!acte!&sticas - ene/icios

Estuiantes

M$'$0 !" /($0* !)*,

&"$/* )$ 0"$(*$!#(&! * )$'*! !*&(!.

D(!4*! %")$(!, #*/0$*! 9&0'()*!

C)(// !&0'H:(! 30!*$(?:!P0&(*! &&!(:!

Come!ciantes -t!aajao!es

S$'(0! !2"0*! $ "$$'*0$* / ($'0:(* /;&'()* &*$!'$' 9 &*$'&'*/(0&'* &*$ #"&! 30!*$!

C)(// !&0'C**0! /()0!*!P0&(*! &&!(:!

0!o/esionalesE2$&(, !2"0(// 9/(!&0&(-$.

D(!4*! 2$'!C(// !"30(*0M'0( /"0/0*C**0! !*:0(*!

2.. Rese%a com$etitivaL &*#3'$&( ! "$ ;&'*0 / !"# (#3*0'$&(. E$

&'"(//, $* (!' #30! 2"$ " '$2 $ #0&/* "$30*/"&'* &*#* $"!'0*. E$ T0"%(*, !** ! 3"/$ $&*$'00 *!#*/*! '0/(&(*$! / &($'"0*$! / &"0*, !)* 2"$*! " #>!'0)(/*! 30!*$(?$ !"! 0'8&"*! &*$ /(!4*! 20)/*! $ &"0* 9:(! /()0!!. E! /&(0, ! #30!! &*#3('$ &*$ 30*/"&'*! #"9!(#(0!. E!' !('"&(-$ 2$0 " *! &'"! 30*'2*$(!'! / ($/"!'0(, &*$'($"#$', 202"$ $")! &0&'08!'(&!, *3'(#(&$ !"!

30*&!*! 9 0/"?&$ !"! 30&(*! / )$'.A&'"#$', *! &*#3'(/*0! &) !*$7


6/17

3:E! "$ #30! &"9 30($&( 9 &*$*&(#($'* 30#(' *;0&0 &($'"0*$! / &"0* :"$*! 30&(*! 9&*$ "$ &$' !0)(&(* 30!*$(?/*. A/#>!, &"$'&*$ )0(! '($/! $ &$'0*! &*#0&(! 9 '($/! 3*0/30'#$'* $ T0"%(*.

4ARONET: E! "$ #30! " & 0;0$&( 2$&( 9 /(!'($&(-$ / !0 0&*$*&(/* &*#* "$&:0*. S"! &($'"0*$! / &"0* #0&$ "$ !'(* $(&*,;:0(&/*! &*$ ($!"#*! / 20$ &(//. O;0&$ /(!4*!#*/0$*! 9 )$2"0/( / ! '$/$&(! #"$/(!.C*#* !'0'2(7 &*$!'$'#$' *;0&$ /!&"$'*!, 3*0;&! !3&(!.

05RAN5: E#30! //(&/ )$' )!'(#$' 9&&!*0(*! 30 &:0*!, $'0 *!7 &($'"0*$! /&"0*. S"! &&!*0(*! !*$ $&(*$! (#3*0'/*! .L)$' / !'*! ! 0(?$ 3*0 #9*0 9 3*0 #$*0.

A/#>!, &"$'$ &*$ "$ 20$ $#0* / '($/! $ ?*$!/ '* '0>$!('* &$'0* &8)(&* 9 &$'0*! &*#0&(!.

6O7N 7O3DEN: E#30! " :"!& 0?0 (#2$ 9 !'(* / *! &*$!"#(/*0!, :0($/>$/*! #%*030($&( $ &($'"0*$! / &"0* '0)! / !2"0(// 9 &*$;($? $ "!* / !"! #0&!, 30*/"&'*!9 !0)(&(*! / &*$;&&(-$. C"$' &*$ '($/! $ &$'0*!&*#0&(! 9 '($/! /30'#$'!. A/#>!, *;0&$!"! 30*/"&'*! :"$ 30&(*.

2.8. Rese%a e ist!iucin

L*! 30*/"&'*! / SS D!($2 !0>$ /(!'0(:"(/*! / #$0 #('.E! /&(0, ! 0> "!* / Q&*##0& '0)! / "$ : / 30*3(/// #30!, 9 / "$ #3( 0/ / /'(!'! / #0&/* '0"%($*.

. An9lisis 'ODA

.1. 'o!taleasSS D!(2$ 3"/ /!00*0 '0! (#3*0'$'! ;*0'?!7

1. I$$*)&(-$7 HEBI ! "$ 0'8&"* $*)/*!* " &*#:($ !$&( /*! &($'"0*$! / &"0* &*$ ;"$&(*$(// / ! :('0!.

+. A#3( (!' / 30*)/*0!7 SS D!($2 $':/*, #/($'/(>*2*! 9 30*3"!'! / $2*&(*, :"$! 0&(*$! &*#0&(! &*$ #"&!/ ! #30!! &*$ #9*0 30!$&( $ *&(//. D !' #$0, ! *20/* &&!* ($!"#*! / ' &(// 9 30&(*! 0'()#$' :%*!.


7/17

.2. O$o!tuniaesE(!'$ "$ 20$ $#0* / *3*0'"$(//! 30!$'! $ #0&/*.

E!'! ! 3"/$ 20"30 $ '0! 20"3*!.

1. O3*0'"$(//! $() 2*:

. A' 30&3&(-$ / ($!2"0(// $ T0"%(* 9 P07 )$"!'0* $#0* / 3*'$&(! &($'!.

:. C0&(#($'* / PBI 30"$*, :% / IPC 9 &0&(#($'* / PPA30"$*, $ *! '(#*! 4*!7 ) &3&(// / &*#30 9 0("? / 3*:&(-$.

&. D!&0&(-$ / C($7 !"3*$ "$ /(!#($"&(-$ / )*"#$/ 30*/"&'*! &($*! / &"0* " $'0$ #0&/* *&, "0$ "$ 20$ )*"#$ / #0&$&8!.

/. B"$ '! / 3*:&(-$ #!&"($ %*)$7 $/0, &*$ ;($(// / /(!#($"(0 "!* / ($!"#*! 9 &*$'#($&(-$ #:($'.

.. DeiliaesL! /:((//! " "$ 30!$'#*! ! 3"/$ 0!"#(0 $ '0! 3"$'*!.

1. L(#('/ &3&(// 30*/"&'(). E(!'$ /()0!*! ;&'*0! "0!'0($2$ &3&(// 30*/"&'() / #30!, $'0 *!7 &3(' ($!";(&($'9 ;' / '&$**28.

+. B%* )*0 / #0&7 Y " SS D!(2$ ! $") $ #0&/*,$"!'0 #0& $* ! #"9 &*$*&(/ 9 3*0 * '$'* $* 2$0 &*$;($?.


8/17

+. A'* 8$/(& / 3(0'08 (#('&(*$! / 30*/"&'*!.

.8. ANE*O O2: Cua!o e !esumen'o!taleas O$o!tuniaes

A0'8&"* $*)/*!* 9 &*$

3(&&(*$! 30>&'(&! A#3( (!' / 30*)/*0!/ ($!"#*! / ' &(// 9 &*'*! 0'()#$' :%*!

B"$ &$'(// / #!'0*!0'!$*! / &"0*.

A' 30&3&(-$ / ($!2"0(// $ T0"%(* 9

P0. A&&!* 8$ / &0/('* 30;0$&( /MI BANCO

B%*! &*!'*! / 3":(&(// B"$ '! / 3*:&(-$ #!&"($ %*)$7 C0&(#($'* / PBI 30"$*, :% / IPC 9

&0&(#($'* / PPA 30"$* D!&0&(-$ / C($ A&3': /!00** / !&'*0

#$";&'"00* R&*$*&(#($'* $&(*$ ($'0$&(*$

T0"%(* &*#* "$ &$'0* / 30*/"&&(-$ /&"0* 9 &?/*.

F0( I$'0$&(*$ / C"0*, C?/* 9A;($! / T0"%(*

E(!'$&( / 30*9&'* *&7 T&$*L'0 I#3"!* !'' / 30*/"&&(-$ / &"0* $

E P*0)$(0, T0"%(*D:((//! Amenaas

L(#('/ &3&(//30*/"&'()

B%* )*0 / #0&

P0*/"&'* ;>&(#$' &*3(:

F"0' $() / &*#3'$&(, 3*0 30' /! #30!! 3*!(&(*$/! $ *&(//.

A'* 8$/(& / 3(0'08 (#('&(*$! /

30*/"&'*!

. Ojetivos - cuestiones claveH#*! !':&(/* *:%'()*! #"9 /($>#(&*! 30* &$?:! 30

30(#0* 9 !2"$/* 4*! / $'0/ $ #0&/*.

.1. 0a!a el $!ime! a%oD"0$' 30(#0 4* / SS D!(2$ $ #0&/*, !'#*!

!3(0$/* *:'$0 "$ = / 30'(&(3&(-$ / #0&/* / &&!*0(*!/ )!'(#$' #!&"($*!, ($&0#$'$/* 3*0&$'% / &*$!"#(/*0!/ "$ , "$ 16, #/($' !'0'2(! / 3":(&(//, #0'($2:*& :*& 9 ;(/(?&(-$.

.2. 0a!a el se#uno a%oU$ )? 3*!(&(*$/ #0&, :"!&0#*! /"(0(0 16 /

30'(&(3&(-$ / #0&/*. S '($ 3$!/* /!00*0 30*/"&'*! 30

3:(&* ;#$($* 9 !8 ($20!0, &*#* "$ #0& 9 ;"0'#$'3*!(&(*$/, "$ $")* !2#$'* / #0&/*.


9/17

.. Cuestiones clavesE$ 0&(-$ &*$ $?#($'* / 30*/"&'*, '# 30($&(3 !

&3&(// / !':&0 "$ $*#:0 / #0& 0!3'/* )($&">$/**&*$ "$ 3*!(&(*$#($'* *&"$'. T$/0#*! " ($)0'(0 #"&* $#0'($2 30 &00 "$ (#2$ / #0& ##*0: 9 /(!'($'() "

30*9&' ($$*)&(-$, &(//, 9 )*0. T#:($ /:#*! #/(0 &*$&($&( / #0& 9 0!3"!' / &*$!"#(/*0 30 3*/0 %"!'0$"!'0! :*0! / #0'($2 '$'* &*#* ! $&!0(*.

8. Est!ate#ias e ma!"etin#L !'0'2( / #0'($2 / SS D!($2 ! :! $

3*!(&(*$#($'* / /(;0$&(&(-$ / 30*/"&'*. N"!'0*! 30($&(3!&*$!"#(/*0! #' !*$ *! &*#0&($'! 9 '0:%/*0! / ($20!*! #/(*! 9#/(*! !"30(*0! " $&!('$ * /!$ !$'(0! !2"0*! $ "$ $'*0$* /($'0:(* / ;&'()* &*$!'$', &*$!0)$/* 2$&( 9 :"$ !'(*.N"!'0*! &*$!"#(/*0! #' !&"$/0(*! !*$ '$'* *! !'"/($'!

"$()0!('0(*! " $&!('$ '$0 !" /($0* !2"0* !(0 0"$(*$!#(&! 9 )$'*! &*#* *! 20!/*! 30*;!(*$! " $&!('$ )0!2$'! 9 !$'(0! !2"0*!. E!'*! !2#$'*! 3"/$ !0 /!&0('*!/#*20>;($' 3*0 !(2"($' ':.

Se#mento Ea1 C*#0&($'! 9 '0:%/*0! ++ =6+ P0*;!(*$! ++ =6!, / &"0/* &*$ $"!'0* &$/0(* / &'()(//!3$(;(&/!, $ F:00* / !(2"($' 4* ($'0*/"&(0#*! $")*!#*/*!, &*$ #9*0 )0(// / &**0! 9 $")*! /(!4*!.

U$ 30' ($'20 / $"!'0 !'0'2( / 30*/"&'* ! &"'()0 #0& HEBI. P*0 *, #0& 9 *2* !0>$ #*!'0/*! $ 30*/"&'*&*$&0'#$' $ :( 9 $ !" #3" *2* !'0> (#30!* $ '3 / &% 9 0;*0?/*! 3*0 !" 30*#($$&( $ " /$?#($'* / #0'($2.

8.. Est!ate#ia e /ijacin e $!ecio

8..1. Est!ate#ias $a!a $enet!a! el me!cao


10/17

T0! "$ &"(//*! )"&(-$ / $'"0? / $"!'0*30*/"&'*, ! 3"/ (/$'(;(&0 " !' ! "$ :($ ($$*)/*0 "0$") &*$&3'* / *! &($'"0*$! / &"0* '0/(&(*$!,/*'>$/**! / "$ $") ;"$&(*$(// 9 "$ /(!4* #>! 2$'. P*0!'* 9 3*0 $'"0? / $"!'0* #0&/* #', ! 3$'/* "

! !'0'2(! / ;(%&(-$ / 30&(*! !0>$ ! / (1) $enet!acin eme!cao - (2) /ijacin e $!ecios $o! l&nea e $!ouctos.E! /&(0, 1 ! ($20!0> #0&/* &*$ "$ 30&(* 0'()#$'

:%* S.@@ &*$ ;($(// / '00 &($', ;*#$'0 &*#30 9 30'(&(3&(-$ $ #0&/* 9 3*!'0(*0#$', &*$;*0# ! ($!0' 30*/"&'* #0&/* 9 #$' / *! &($'!, ! )0> S.@.

P*0 *'0* /*, + ! !30 :%0 30&(* / !' 30(#0 #*/*/ S. @ S. 6 &"$/* ! #38 8$ / 30*/"&'* $?0 !(2"($' #*/* ;"$&(*$ / HEBI "$ 30&(* #>! '* S. 6.

8..2. 'ijacin $!omocional e $!ecios

N"!'0 #30! '$/0> "$ 30*#*&(-$ ($"2"0 / +@ /

/!&"$'*, /"0$' *! 30(#0* '" S."($ / &*!0 S.+, +@6R#&/*0 S.1@6S&:*&/*! S. 16A"(0 / *& S. 1, 666Costos /ijos S=. 8, 11>

COSTOS

30*/"&'* /(0&'#$' *! &*$!"#(/*0! ;($!, &($/* "!*/ Q&*##0&.

L ;($(// / 0(?0 !'* ! &00 "$ :! /'*! /*! &($'! 9 !"! 30;0$&(!. C*$ 9"/ / : 9 *!#/(*! &'0-$(&*!, ! /!00*0> "$ &'>*2* /($>#(&*, "30#(' )*00 $"!'0*! 30*/"&'*!. D !' #$0, 3*/0#*!


11/17

S&S Design

Consumidorfnal

/"(0(0 ($;*0#&(-$ &0& / )*"&(-$ / *! 2"!'*! /$"!'0*! &($'!, / #$0 #>! 0>3(/, &0'() 9 :0'.

A/#>!, &*$ !'* ! :"!&0> *:'$0 ($;*0#&(-$ /&*$'&'* / *! &($'! !** " " *! "(0$ :0($/030 *;0&0 *;0'! 30(-/(&!, /!&"$'*! 9 /()0!*! !0)(&(*!/ 3*!' )$'.

S '($ " 0!'0, " &"$/* &($' &*#30 3*0 : *;(&( / SSD!($2 0&(:(0> 30*/"&'* $ 3"0' / !"&!. VALIDO SOLAMENTE PARA LOS CLIENTES DETRUJILLO. A!8, !'* $* 030!$' !** "$ :$;(&(* 30 *!&*$!"#(/*0!, !($* '#:($ / *3*0'"$(// #30! /'$0 &*$'&'* /(0&'* &*$ !" &($'.

8..1.2. Canal 2P*0 !2"$/* &$, #30! *;0&0> !"! 30*/"&'*!

*! ($'0#/(0(*! /(!'0(:"(/*0! 30 " "2* !'*! !$$'02/*! &*$!"#(/*0 ;($. E!' &$ & "!* /!':&(#($'*! &$'0*! &*#0&(! 9* '($/!/30'#$'! /*$/ ! #"!'0$, )$/$ 9 #3&$ *!30*/"&'*!.

L* 30(#0* " ! 0(?0>, ! ($!0'0 $"!'0*!30*/"&'*! $ /()0!*! !'$/! / E V(009W 9 E B*")0/W &*$ ;($(// (0 2$$/* &($'! 9 " $"!'0* 30*/"&'* ! 2&*$*&(/*. L"2*, /"0$' 30(#0 4*, 2020#*! !*&(*! /&$ !' " 9#*! 2$/* "$ :"$ 30' /

30'(&(3&(-$ / #0&/* 9 30*/"&'* ! ($&"9 $ *!30($&(3! &'>*2*! / #*/.

U$ )? " '$2#*! "$ )*0 / #0& ;)*0: 9 "$:"$ &3&(// / $2*&(&(-$, ! :"!&0> 2020 &$($'0#/(0*! #>! !& &*#*7 T*3(T*3, S2 F:,R(39 9 P0(!.

T$#*! " 0!'0 " $ 3*9* $"!'0*! !*&(*! /&$, SS ! 30*3*0&(*$0> 30*/"&'*! 30 /#*!'0&(-$,;*'*! &*$ !3&(X&&(*$! /'/! 9 (:(/*0! &*$;*'*20;8! '*/* &**0 / 30*/"&'*. T#:($ 30300#*!

'0#($*! &*#0&(! !3&(! 30 *! /'(!'! " 2$3/(/*! 3*0 )*"#$.


12/17

S&S Design

Consumidor fnal

Intermediario

8..2. 'unciones e lo#&stica

8..2.1. Almacenaje

T$($/* "$ /&"/* !(!'# / #&$%, ! :"!&)('0 /(!&*0/$&(! * 30*:#! $'0 ! &$'(//! $&!0(!9 ! *3*0'"$(//! / )$' !2"0$/* " *! 30*/"&'*!!'$ /(!3*$(:! &"$/* *! &($'! !'$ /(!3"!'*! &*#300*!.

E$ !' &!* $"!'0* &$'0* / #&$% !0( $7 J"$/ C"0 111 U0:. L*! J0/($!.

8..2.2. @estin e 5nventa!iosS :"!& '$0 "$ :! / /'*! *02$(?/ / '*/*!

*! /(!4*!, #*/*! 9 &**0!. C*$ ;($(// / )('0&*$;"!(*$!, !0 #>! *0/$/*! 9 '0:%0 / "$ #$0 #>!;&'().

8.8. Est!ate#ias e comunicacin e ma!"etin#N"!'0! !'0'2(! / &*#"$(&&(-$ / #0'($2 !'0>$

$;*&/! $ 2$00 /#$/ &( $"!'0* 30*/"&'*. E! /&(0,0#*! "!* / ! !'0'2(! 3"W.

P0 *, #/($' ($)!'(2&(-$ !*:0 3'0*$! / &*$!"#*/ #/(*!, $"!'0 *02$(?&(-$ 2(0> *! #/(*! 9 '(#3*! 30*3(/*!30 20 *! &($'! 30*!3&'* $'! 9 /"0$' ($'0*/"&&(-$ /

30*/"&'*.

A!8, ! /'0#($/* " #?& / &*#"$(&&(*$! "'((?0! &*#3*$/0> $ 20$ #/(/ / "!* / ! 0/! !*&(!, '0)! / &0&(-$ / ;$32!, :*2! / '(''0 9 $"!'0 : *;(&( / /*#($(*30*3(*. D !' #$0, *! ;$32! $ FACEBOOK !'0>$ $;*&/*!$ '0$!#('(0 ($;*0#&(-$ / #0&, *! 30*/"&'*! 30*#*&(*$!,*;0'!, '&., 0'8&"*! !*:0 '#! ($;"9$'! ($!2"0(//, '(3!, '&. 9/()0!! ;*'*20;8! 9 )(/*! / #0&, *! 30*/"&'*! 9 #30!. P*0*'0* /*, &"$' $ TITTER ! $&020> / '0$!#('(0 ($;*0#&(-$$ '(#3* 0 / ! &'()(//! / #30!, *! )$'*!, '&. A#:!

0/! /:0>$ !'0 &*#3$'0/! 9 #*$('*0/! 3*0 /30'#$'*/ 0&(*$! 3:(&!, 30 )('0 " ! '0$!#(' ($;*0#&(-$ &*$'00(


13/17

* ($&*0$'. P*0 '(#*, $"!'0 : *;(&( / /*#($(* 30*3(* !'0>$;*&/, ;"$/#$'#$', $ /*! &'()(//!7 1 #*!'00 "$ &'>*2*/ 30*/"&'*! /($>#(&* 9 &0'()* " 30#(' &($' )*00$"!'0*! 0'8&"*! 9 + &*#"$(&0 $"!'0! *;0'! 9 30*#*&(*$!.

T#:($ ! 0> "!* / 1 ;(&! 3":(&('0(*!, ":(&/*! $"20! !'0'2(&*! &*#*7 30/0*! / '0$!3*0' 3:(&*, &*#(!08!,2$&(! / )(% 9 &$'0*! &*#0&(! 9 + !3*'! 3":(&('0(*! 3*0 TV,$ *00(*! /*$/ '$2#*! #9*0 30*::((// / 20 $"!'0*3:(&* *:%'()*, &*#*7 /"0$' * /!3"! / *! $*'(&(0*!, /!3"! /38&"! / &&(-$, '&. D !' #$0, ! :"!&0> ($&('0 *! &($'! '*#0 30&"&(*$! 9 "!0 $"!'0* 30*/"&'*, HEBI, 30 )('0 !'*!* 30/(/ / *:%'*! / )*0.

P*0 *'0* /*, /30'#$'* / 0&(*$! 3:(&! !$&020> /7 1 0(?0 "! 9 '0! / 30*'&&(-$ $' !'*!+ !2"00 $"!'0 30'(&(3&(-$ $ ;0(! * )$'*! 0&(*$/*!

$"!'0* !&'*0 / '0:%* ! !'#*! #(/($/* 9 $(?$/* ! &'('"/! / *!&($'! &( #0&! 9 30*/"&'*! &*#3'(/*0!, 30 '0'0 / '$0 "$(/ / " '$ &3'/* ! '(3* / 0'8&"* " "0#*!&*#0&((?0.

P*0 *'0* /*, ! :"!& 0(?0 !'"/(*! " 30#('$ (/$'(;(&0&">! !*$ ! #%*0! !'0'2(! / ;(%&(-$ / 30&(*! 9 /(!'0(:"&(-$ /

30*/"&'*! &( $"!'0* #0&/* #', " /:#*! )0 &:*.A/(&(*$#$', ($)!'(2&(-$ !*:0 &*$&($&( / #0& $*!

9"/0> /'0#($0 ;(&&( 9 ;(&($&( / $"!'0*! #$!%! 9#/(*!. P*0 '(#*, "!0#*! *! !'"/(*! !*:0 !'(!;&&(-$ / &($'30 )"0 0&&(-$ / #0&/* &( $"!'0* 30*/"&'*.

8.?. O!#aniacin e ma!"etin#E 0!3*$!: 2*: / '*/! ! &'()(//! / #0'($2 /

#30! ! S0. J*! H(/2* R"(? .L !'0"&'"0 / *02$(?&(-$ /#0'($2 / $"!'0 #30!, !'> &*#3"!' 3*0 < 30!*$!. R)(!0 20>;(&* /%"$'*


14/17

F0$,$/* H(/,.2* R"(?

D(0&'*0 / M,01'($2

G,:0(., V(..,;,$

P0*#*&(-$ / V$',!C*#0&(,.!

S02(* C0"? G"'(00?

A$,.(!', 30'* / P":.(&(/,/ 9P0*#*&(-$

L #30! SS DESIGN !'> ($'$&(*$/ $ &3&('0!/&"/#$' &*$ ;($(// / #$%0 ! &'()(//! /30*#*&(-$ 9 3":(&(// / #$0 ;(&?. E!'! &'()(//! ! )0>$ &:* '0)! / "!* / 00#($'! /(2('!, #/(:! 9 #"9&*$-#(&!, 9 / #/(*! (#30!*!. D !' #$0, #30! :"!&

20 / #$0 /(0&' *! &*$!"#(/*0! 30 " !'*! ! &*$)(0'$$ &($'!.

>. 0!o#!ama e accinHEBI ($20!0> #0&/* $ #! / J"(*. A &*$'($"&(-$ ! 30!$'0>$

0!#$! / *! 30*20#! / &&(-$ " 3(&0#*!, 30 &$?0 $"!'0*!*:%'()*!.

>.1. Calena!io e activiaes $lani/icaas6UN5O

S ($(&(0> "$ " / 30*#*&(-$ / )$'! &*#0&(!, &*$ ;($(// / #*'()0 $"!'0*! /(!'0(:"(/*0! 9 2$00 #*&(-$ 3*0 ;"'"0* $?#($'* / HEBI. N*! 30!$'0#*! $ F0( N&(*$ I$'0$&(*$ / C?/* / T0"%(*W 9 '0$!#('(0#*! $?#($'* /30*/"&'* 3*0 :.

6U35O

I$(&(0#*! "$ " ($'20 / ')(!(-$, ($'0$' 9 #/(*!(#30!*!, /(0(2(/ $"!'0*! &*$!"#(/*0! ;($!. L " #*!'00>! &0&'08!'(&! / HEBI 9 !" (#3*0'$&(. S $;'(?0> $ *!:$;(&(*! " :0($/ 9 !" !'(* #*/0$*. E!' " / #/(*!#'(3! !'0> 3*9/ 3*0 !4(?&(*$! $ *! 3"$'*! / )$', !8&*#* 3*0 *;0'! !3&(! 3"!'! $ 8$. A/#>!, ! $"$&(0>$! *;0'! 9 30*#*&(*$! !3&(! 3*0 #! ($"2"0.

A@OSTO

N"!'0* /30'#$'* / 0&(*$! 3:(&!, &*$ 9"/ / ODM,:"!&0> 0(?0 "$ )$'* #/*7 T0"%(* S2"0*W, $ &" !


15/17

30!$'0>$ 30'*! " &*#"$("$ /(;0$'! '(3! 30 !'0 !(#30!2"0*! 9 0!2"0//*! $ "$ &("// &*#* $"!'0. A/#>!, !:"!&0> !*&(0 ;"0'#$' &*$&3'* / !2"0(// &*$ $"!'0*30*/"&'*.

SE0T5E4RE

P0 #$'$0 $"!'0 ;"0? / )$'! ($(&(!, ! 0(?0> "$&*$&"0!* / )$'! $'0 $"!'0*! /'(!'! 0&*0/#*! " $$"!'0 30(#0 ;! / /(!'0(:"&(-$ 3*0 !' &$ !** !'0#*!30!$'! $ *&! / E V(009W 9 E B*")0/W. S *;0&0> 30#(*! )$//*0! 9 *02$(?&(*$! /'(!'! " )$/$ #>! HEBI!/"0$' "$ 30(*/* / &"'0* !#$!.

OCTU4RE

E!' #! !0> "$ 30(*/* / )"&(-$ 9 0'0*(#$'&(-$ 30 #30!. A"8 ! 0)(!0>$ '*/*! *! /'*! !'/8!'(&*! /"(0(/*!

/"0$' *! 30(#0*! '0! #!! / 30*/"&'* $ #0&/* 9 !$(?0>$ &*$ ;($(// / /'0#($0 $"!'0! !(2"($'! !'0'2(! !2"(0.

NO &:* "$ 3":(&(// 30!"!()7 ! $"$&(0>$*;0'! 9 30*#*&(*$! " #3"%$ &($' &*#300 #>! * + !( /#$/ ! :"$ 9 ! )$'! !*$ -3'(#!, ! 0(?0> "$ 3":(&(/// 0&*0/&(-$7 ! 0&*0/0> *! &*$!"#(/*0! /-$/ &*$!2"(0 30*/"&'* 9 " '$ $&!0(* !0> $ ;"'"0*.

D5C5E4RE

S !":(0> "$ 3*&* 30&(*, 30*)&$/* &0&(#($'* / /#$/3*0 $)(//. P0*, '#:($ ! $"$&(0>$ *;0'! 9 /!&"$'*! 3*0 !&*#30! $ #9*0 )*"#$.

ENERO

S :"!&0> 30'(&(30 $ /(;0$'! (:(&(*$! / 30*/"&'*! 9 !0(?0>$ $'0)(!'! 9 "! 3":(&('0(! 30 /0 "$ (0 /0$*)&(-$ #0& 9 30*/"&'*.

'E4RERO

S $"$&(0> " #30! ! $&"$'0 /!00*$/* $")*!#*/*! / HEBI, #>! #*/0$*!, 2$'! 9 :*!.

ARO

P$#*! $?0 "$ $") " 3":(&('0( $&(*$ $ !' #!,30*#*&(*$$/* !(/ #0&/* / $")* 3"' / #*/*! /HEBI. E!'*! #*/*! !0>$ #"&* #>! &*0/ *! 2"!'*! / $"!'0*!&($'!, 3"! #*! (/* $(?$/* !"! 30;0$&(! $ *! $'0(*0!


16/17

!(! #!!. S '($ 3$!/* 30!$'0 !'*! $")*! 0'8&"*! $ "$$") /(&(-$ / T0"%(* S2"0*W.

A4R53

S ($(&(0> "$ " / 30*#*&(-$ / )$'! &*#0&(!, &*$

;($(// / ($'200 $"!'0 &/$ / /(!'0(:"&(-$ 20$/!($'0#/(0*! $() $&(*$, &*#*7 T*3(T*3, P0(!, S2 F:, '&.

A;O

E!' #! !0> "$ 30(*/* / )"&(-$ 9 0'0*(#$'&(-$ 30 #30!. A"8 ! 0)(!0>$ '*/*! *! /'*! !'/8!'(&*! /"(0(/*!/"0$' 30(#0 4* / 30*/"&'* $ #0&/* 9 ! $(?0>$ &*$ ;($(// / /'0#($0 $"!'0! !(2"($'! !'0'2(! !2"(0. A/#>!! ($(&(0$ ! &'()(//! / &*$&3'"(?&(-$ 9 /!00** / "$8$ / 30*/"&'*! ;#$($*!.

>.2. 0!esu$uestosL*! ($20!*! '*'! / 30(#0 4* / HEBI !'>$ 30*9&'/*! $

S. (!(! / 3"$'* / "((:0(* / 30(#0 30*/"&'* HEBI !"3*$"$ ($20!* "$('0(* #9*0* / S. @@.66 3*0 "$(//, "$ &*!'* )0(:/ S.+&"* / 3"$'* /"((:0(* !087

811>

0E B B 1>.8+ uniaes

88 2.?+

L*! &>&"*! / 3"$'* / "((:0(* ($/(&$ " HEBI !0> 0$':&"$/* )*"#$ / )$'! !*:03! ! 1< "$(//!.

E! /&(0, ! $&!(', 30 30(#0 4* / &'()(//!, "$($)0!(-$ #8$(# /7 , 66 S.

>.. Cont!olE!'#*! 3$(;(&$/* !'0(&'! #/(/! / &*$'0* 30 )(2(0 /&0& &(// 9 !'(!;&&(-$ $ !0)(&(* &($'. E!'* $*!30#('(0> 0&&(*$0 0>3(/#$' 9 &*002(0 &""(0 30*:# "3"/(0 30!$'0!. O'0! !4! / 0' " ! )(2(0>$ 30 )('0 /!)8* / 3$ *0(2($ ($&"9$ ! )$'! #$!"! 3*0 !2#$'* 93*0 &$, 9 *! 2!'*! #$!"!. D/ )*'((// / #0&/*,!'#*! /!00*$/* 3$! / &*$'($2$&( 30 #$%0 *! 0>3(/*!:(*! !"!&('/*! $ $'*0$*, '! &*#* $") '&$**28 9 &*#3'$&(. E!'*! :(*! 0!3*$/0>$ ! 0'0*(#$'&(*$! "! *:'$/0>$, !2$ * 3$(;(&/*, &/ < 9 #!!. C*$ !'*, $"!'0!

!'0'2(! !0>$ #"&* #>! ;(:! 9 ;(&&!.


17/17

?. 7e!!amientas el $lan e ma!"etin#F"$/#$'*! / M0'($2 )E/(&(-$ / P((3 K*'0 9 G09 A0#!'0*$2

/ P0!*$ E/"&'(*$ 3(& &*$'$(/* 9 $;*" / "$ 3$ /#0'($2, %"$'* &*$ %#3*! / #"$/* 0 ($;*0#&(-$ #"9 '(.

plan de marketing para nuevo producto

Documents