bachelorThesis
Informe plan estratégico de mercadeo SC Johnson
Autor
Castro Calderon, Camilo
Saaibi Nisimblat, Esteban
Medina Vargas, German Felipe
Cuestas Malagon, Andres
Institución
Resumen
When talking about Raid, we talk about effectiveness, a brand of tradition in our country and that is also a leader in its segment, these attributes are used by the competition to strongly imitate their products, selling them at a low price and taking a part of the market share. The use of insecticides is not always the solution for many people who, due to their belief, use other methods to scare away mosquitoes, this represents one of the main barriers that the brand has had to face, adding the widespread belief of that the product is harmful to health due to its toxic components. This is the most important barrier that must be overcome; in fact, our team managed a marketing strategy based on eliminating the premise that the product is harmful to both living beings, as well as the environment. What our team expects is to generate a need in the consumer, so the consumer is concerned about acquiring the product, being aware about the benefits of it and how can it be used in an appropriate manner reaching its character of efficiency; We hope that the client changes his perception and becomes interested, amazed and intrigued by the rediscovery of the product.