Plan de marketing integral para mejorar el posicionamiento del mercado del yogurt producido por la Asociación de Mujeres Indígenas Mushuk Kausay Tandalla Warmis.

Abstract

The objective of this research is to design a comprehensive marketing plan to improve the positioning of the yogurt market produced by the Association of Indigenous Women Mushuk Kausay Tandalla Warmis of San Juan Parish, where the problem is the lack of positioning of the brand of yogurt as a result of the lack of dissemination of the product, which developed the theoretical foundation on integrated marketing, achieving to define the qualitative methodology due to it is one in which the quality of activities, relationships, issues, is studied, means, materials or instruments in a particular situation or problem and quantitative since it allows to inspect the numerical data fundamentally in the field of statistics. It should be emphasized that this approach is used because numerical data are obtained from the surveys to be developed and a quantitative analysis is required that determines numerically the percentage of acceptance and positioning of the yogurt, which showed that 96% of the respondents do not know it; the type of research is descriptive, exploratory and field for which instruments were applied such as the interview to the president of the Association, an internal survey to the members of the same, in addition a survey with external focus was applied to the economically active population of the Riobamba city with which the proposal is made "Integral Marketing Plan to improve the positioning in the market of yogurt produced by the Association of indigenous women Mushuk Kausay Tandalla Warmis", which through the approach of different strategies such as strategic direction, visual identifier, product, advertising, sales force and promotions, which will strengthen the positioning in the mashua yogurt market and consequently of the same Association.