Download - Caso hecodulc final
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4
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3
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Juan DottoRaul CuencaPablo Ortiz
Sandra Da Silva
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asociados con
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Presentan
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Trabajo Práctico Final
Caso de Marketing
Management
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Estadísticas
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Datos de ventasShare según presentación Año 2009
40%
34%
14%
12%
Hecodulc liquido 30 ml
Hecodulc liquido 100 ml
Hecodulc liquido 70 ml
Hecodulc liquido 250 ml
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Evolución de ventas por presentación
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SPLENDA 14%
DULCERIL 14%
SUCARYL 12%
DULKRE 10%
ZUDIET 7%
KADO 6%
HILERET 5%
SI DIET 4%
EQUALSWEET 5%
KAA DUL 3%
HECODULC 12%
SR.NATURAL 1%
DULSABOR 1%
ZERO 2%KA'A HE'E
2%STEVIA
2%
Datos de Supermercados
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Exhibición en Super España
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Evolución por ventas de la 5 primeras marcas
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
01-Ene 01-Feb 01-Mar 01-Abr 01-May 01-Jun 01-Jul
Axis
Title
SPLENDA
DULCERIL
HECODULC
SUCARYL
DULKRE
Datos de Supermercados
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Hábitos deconsumo
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AnálisisFODA
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Estrategias DA D1-A1,A2 Estrategia de CRM
Estrategias FA F3,4 - A1 Estrategia de Barreras de Entrada
AmenazasA1. Mucha competencia en el mercado local.A2. Fama de los edulcorantes de ser nocivos y perjudicialesA3. Ambiente: no se puede eliminar totalmente de las aguas residuales (sacarina, ciclamato, sucralosa)
Estrategias DO D1-O1 Estrategia de Merchandising D2-O1 Estrategia de Ventas D3-O2 Estrategia de Comunicación
Estrategias FOF (1-8) - O1 Estrategia de Ventas F3,4,7 - O2 Estrategia de Diversificación, nuevos productos y nuevos mercados
OportunidadesO1. Aprobada la exportación del Ka’a he’e a Europa.O2. Ya tienen una página web orientada a mejorar la calidad de vida, no solo para la obesidad, sino también para los celiacos y diabéticos, incluyendo el stress
DebilidadesD1. PrecioD2. ExhibiciónD3. Comunicación
FortalezasF1. P/ todo tipo de bebidasF2. Super concentradoF3. Cuatro presentacionesF4. Innovación con Ka’a he’eF5. Apto para celiacos y diabéticosF6. Característica botellita amarillaF7. Presencia en redes socialesF8. Reducido en calorías, control de caries
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Estrategia de Segmentación
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Elegiremos como estrategia de segmentación conductual por
categoría de usuarios con personas con problemas de
diabetes y celiacos
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Claim
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Haremos incapié en la calidad de nuestro producto en cuanto a buen sabor y concentración.
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Muchas Gracias
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