Proyecto de fidelización de clientes para el canal institucional de leche Inc. De consumo masivo en la ciudad de Quito bajo en estándar de las buenas prácticas del PMI
The growth of the gastronomic offer in the city of Quito is a reference to be able to create a commercial and marketing strategy for the loyalty of current clients and the incorporation of others to the institutional channel of the company in said city. There are several competitors in the market in...
Gorde:
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| Formatua: | masterThesis |
| Hizkuntza: | spa |
| Argitaratua: |
2019
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| Gaiak: | |
| Sarrera elektronikoa: | http://dspace.udla.edu.ec/handle/33000/11030 |
| Etiketak: |
Etiketa erantsi
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Etiketa erantsi | Gaia: | The growth of the gastronomic offer in the city of Quito is a reference to be able to create a commercial and marketing strategy for the loyalty of current clients and the incorporation of others to the institutional channel of the company in said city. There are several competitors in the market in search of the same clients, for this reason it is extremely necessary to be able to specify with the trade marketing department a work plan with the current clients and another one of capturing the unattended clients. The company Leche Inc. maintains a portfolio of more than 140 products derived from milk and with international quality standards which makes the company very competitive in the market. Different benefits are proposed both for the internal clients and for the external ones to which they are classified in different groups depending on their type of business, whether hotels, catering, restaurants, pizzerias, among others. The benefits are divided into tangible and intangible by doing a differentiated work between different categories of customers. The project will help customer loyalty, achievement and above all an increase in sales, brand positioning. You can see that the project is very viable since it does not have a very high cost and generate higher income and other intangible benefits to the company. |
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