Plan de marketing para la comercialización del producto lácteo Avena Polaca en la ciudad de Riobamba

Abstract

The research work, marketing plan for the merchandising of the Avena Polaca dairy product in the city of Riobamba, aimed to create strategies and tactics for the effective commercialization of the ideal sale product through the investigation of the internal and external environment of the company. On the other hand, the perception of the population towards the product was considered relevant using two types of instruments for data collection, as was the observation guide made in the points of sale of each neighborhood and the survey that was applied to the corporate clients and final consumers. A type of proportional stratified sampling was used to establish the sample size. The market survey in the consumers reflects a high knowledge of the brand and preference for the taste; in addition the frequency of visits to bakeries and stores is daily. The application of the observation sheet showed 58 points of sale that met the requirements, of which only 49 establishments were willing to sale Avena Polaca product, while the remaining 9 abstained for the short expired period. The proposal contains strategies and actions based on the 4 P's of marketing that allows to obtain to the Avena Polaca product a higher acceptance, brand awareness and market coverage in the city of Riobamba. It is recommended to evaluate the market constantly to take preventive actions aimed at improving the commercialization of the product.