Resumen de Estrategias de merchandising de la empresa leterago, jabón asepxia, en la parroquia letamendi de la ciudad de guayaquil

María José Menéndez Ledesma, Jonatan Andres Portugal Gorozabel

• español

  El objetivo de la investigación es desarrollar estrategias efectivas de marketing para la empresa Leterago, compañía encargada del desarrollo y distribución de productos farmacéuticos, específicamente del jabón asepxia, en el cual se enfoca Este proyecto. Las Estrategias están dirigidas al público de la parroquia Letamendi, en la ciudad de Guayaquil y su objetivo principal se busca a través del uso de estrategias de Merchandising, por lo cual se ha realizado bajo la modalidad proyecto factible apoyada en una revision bibliográfica junto a un abordaje de campo de la realidad. Entre las técnicas de recolección de datos utilizada se encuentra la encuesta y la entrevista. La muestra fue de 383 personas. Entre los resultados se evidencia que la propuesta de aplicación de estrategias de merchandising de la empresa Leterago, Jabón Asepxia constituye la alternativa para garantizar buena rotación del producto, promociones adecuadas del mismo, lo que incidirá en su comercialización. Contribuyendo de esa manera con el cumplimiento de lo pretendido y a mejorar su posicionamiento.

    ABSTRACTThe objective of the research is to develop effective marketing strategies for the company Leterago, company in charge of the development and distribution of pharmaceutical products, specifically asepxia soap, in which this project focuses. The Strategies are aimed at the public of the parish Letamendi, in the city of Guayaquil and their main objective is sought through the use of Merchandising strategies, for which it has been carried out under the modality feasible project supported in a bibliographic revision together with an approach of field of reality. Among the data collection techniques used is the survey and interview. . The sample was 383 people. Among the results it is evident that the proposed implementation of merchandising strategies of the company Leterago, Asepxia soap is the alternative to ensure good product rotation, appropriate promotions thereof, which will affect its marketing

• English

  The objective of the research is to develop effective marketing strategies for the company Leterago, a company in charge of the development and distribution of pharmaceutical products, specifically asepxia soap, which is the focus of this project. The Strategies are aimed at the public of the Letamendi parish, in the city of Guayaquil and its main objective is sought through the use of Merchandising strategies, for which it has been carried out under the feasible project modality supported by a bibliographic review together with a field approach to reality. Among the data collection techniques used are the survey and the interview. The sample was 383 people. Among the results it is evident that the proposal for the application of merchandising strategies of the company Leterago, Asepxia Soap constitutes the alternative to guarantee good rotation of the product, adequate promotions of the same, which will affect its commercialization. Contributing in this way to the fulfillment of what was intended and to improve its positioning.