Plan de Mercadeo para Desarrollar una Nueva Oferta de Valor para el Adulto Mayor

Abstract

This document contains the design of a marketing plan for value proposition that enhances the quality of life for senior citizens in the city of Cali. The company SSI, which provides health care attention as it core business; has encountered an opportunity to widen their services portfolio thorough the design of a differentiated customer value proposition from the current ones; the existing offer in the city of Cali, are exclusively residence for the elderly; therefore in order to delivered this promise, a new formulation of the marketing segmentation, target and positioning strategy mix has to be done