Plan promocional para incrementar las ventas de leche de Soya Vicky en el mercado de la ciudad de Machala.

Abstract

The objective of this project is to establish a promotional plan to increase the sales of Vicky soy milk in the city market of Machala. The study has an introduction that refers to the procedures taken into consideration to apply the research and propose the promotional plan, determines the market's problems regarding the product, the importance of studying the case and establishing a plan, the justification for the realization of the project, the general objective and specifies the competitive advantage of developing the research. In the development of the project, the methodology of transversal, descriptive and qualitative research was applied by applying the survey technique to a sample of 399 people, then analysis of results was carried out through conclusions, it was identified that the drink is little known in the market, the population is willing to consumer the soy milk, drink with nutritional and natural properties, the data allowed to make decisions of the promotional plan proposal. We find a definition of the most important marketing issues to market products to the market. Finally it was made to propose a promotional plan with their respective strategies and tactics to be applied in the market for the promotion of the Vicky soy drink, it has a cost budget and a strategy implementation schedule. For the closing of the project, it is concluded with the conclusions that demonstrate the fulfillment of the objective.