Propuesta de diseño de plan de marketing directo dirigido a una empresa de productos lácteos de Barranquilla – Atlántico, para mejorar el nivel de reconocimiento de la marca nivel nacional
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Fecha
2022
Autores
Díaz Gutiérrez, Yuleini
Tapias, Londys
Bustamante, Bairon
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La empresa Coolechera fue la primera cooperativa en procesamiento de leche, cuya sede fue inaugurada en 1936, en la calle 17, donde aún se centran sus principales operaciones industriales y administrativas. como objetivo se pretende desarrollar un plan de Marketing directo para el reconocimiento y aceptación que puedan darse con los nuevos clientes y usuarios, teniendo en cuenta cuán importante es que los directivos inicien un direccionamiento más adecuado y concebir con esto la adquisición de un desarrollo generando más productividad y crecimiento a nivel nacional, La empresa tiene muchos métodos y ,materiales para los procesos de producción, (leche líquida o derivados de la leche) los cuales se pueden mejorar en la cooperativa con la mejor productividad y satisfacción, ya que los clientes es lo más importante en la empresa; Para poder realizar esto es necesario, conocer la mejora del proceso productivo en el área de derivados que desarrolla la empresa de cualquier tipo proceso esto le da cierta competitividad a la empresa planificándose en la producción en mejora del desarrollo del producto en una empresa con un enfoque cuantitativo con este propósito se logra relacionar todo aquel elemento previamente definido que poseen características enmarcadas dentro del criterio del mercado a nivel nacional de la empresa que fortalece al reconocimiento de esta marca. Los resultados se ven a medida que la industria de Coolechera al pasar de los años fue mejorando sus productos y de allí el crecimiento acompañado de la productividad y expandiéndose por Colombia con la que se propone lograr que la marca Coolechera, se posesione en el mercado del interior y sur de Colombia con la misma aceptación que goza en la Región Caribe, con esto podemos concluir que la empresa Coolechera ha logrado posicionarse en la industria del mercado de lácteos en el sur de Colombia esto se logró con un plan de marketing este les permitió darse a conocer en los últimos años donde sus productos pudieron satisfacer a más de una familia colombiana partiendo de aquí la aceptación de los productos en tiendas supermercados entre otros.
The Coolechera company was the first cooperative in milk processing, whose headquarters were inaugurated in 1936, on 17th Street, where its main industrial and administrative operations are still centered. The objective is to develop a direct marketing plan for the recognition and acceptance that may occur with new clients and users, taking into account how important it is that managers initiate a more appropriate address and conceive with this the acquisition of a development generating more productivity and growth at the national level. The company has many methods and materials for production processes (liquid milk or milk derivatives) which can be improved in the cooperative with the best productivity and satisfaction, since customers are the most important thing in the company; To be able to do this, it is necessary to know the improvement of the production process in the derivatives area that the company develops of any type of process. This gives the company a certain competitiveness, planning in production to improve product development in a company with a focus With this purpose, it is possible to relate all that previously defined element that has characteristics framed within the criteria of the market at the national level of the company that strengthens the recognition of this brand. The results are seen as the Coolechera industry over the years has been improving its products and from there the growth accompanied by productivity and expanding throughout Colombia with which it is proposed to make the Coolechera brand take possession in the market of the interior and south of Colombia with the same acceptance that it enjoys in the Caribbean Region, with this we can conclude that the Coolechera company has managed to position itself in the dairy market industry in the south of Colombia. This was achieved with a marketing plan that allowed them to become known in recent years where their products were able to satisfy more than one Colombian family, starting from here the acceptance of products in supermarkets, among others.
The Coolechera company was the first cooperative in milk processing, whose headquarters were inaugurated in 1936, on 17th Street, where its main industrial and administrative operations are still centered. The objective is to develop a direct marketing plan for the recognition and acceptance that may occur with new clients and users, taking into account how important it is that managers initiate a more appropriate address and conceive with this the acquisition of a development generating more productivity and growth at the national level. The company has many methods and materials for production processes (liquid milk or milk derivatives) which can be improved in the cooperative with the best productivity and satisfaction, since customers are the most important thing in the company; To be able to do this, it is necessary to know the improvement of the production process in the derivatives area that the company develops of any type of process. This gives the company a certain competitiveness, planning in production to improve product development in a company with a focus With this purpose, it is possible to relate all that previously defined element that has characteristics framed within the criteria of the market at the national level of the company that strengthens the recognition of this brand. The results are seen as the Coolechera industry over the years has been improving its products and from there the growth accompanied by productivity and expanding throughout Colombia with which it is proposed to make the Coolechera brand take possession in the market of the interior and south of Colombia with the same acceptance that it enjoys in the Caribbean Region, with this we can conclude that the Coolechera company has managed to position itself in the dairy market industry in the south of Colombia. This was achieved with a marketing plan that allowed them to become known in recent years where their products were able to satisfy more than one Colombian family, starting from here the acceptance of products in supermarkets, among others.
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Palabras clave
Marketing directo, Productividad, Crecimiento, Posicionarse, Direct Marketing, Productivity, Growth, Positioning
