Estrategias para promocionar el consumo de Codorniz (Coturnix Cotunrix) y sus derivados en el Cantón La Maná
The present research was oriented to the implementation of strategies to promote the consumption of quail and its derivatives in La Maná; due to the low level of consumption of the meat of this bird; The same that has arisen as a consequence of the poor knowledge that the population has on the nutri...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2017
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| Accés en línia: | http://repositorio.utc.edu.ec/handle/27000/4612 |
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Afegir etiqueta | Sumari: | The present research was oriented to the implementation of strategies to promote the consumption of quail and its derivatives in La Maná; due to the low level of consumption of the meat of this bird; The same that has arisen as a consequence of the poor knowledge that the population has on the nutritional contribution that it contributes to humans; Because of the reality, the necessity of the design of commercial strategies that allow to increase the consumption of this type of meat was created; To achieve the proposed objectives, descriptive, bibliographic research and field research were used; In addition, the deductive and analytical methods were used and a market study was carried out to determine the existence of 10 producers engaged in this type of poultry activity, an offer of 2,901 units and a demand of 1,440 birds consumed annually; Resulting in an oversupply of -1568 units of annual quail; This showed that there is little culture of the consumption of this type of meat because of the low rate of publicity and diffusion that exists; to this it was proposed marketing mix strategies: strategies focused on presenting the product in aesthetically designed presentations in an innovative and interesting way; With regard to price strategies, it was fixed by units and packages; Between the distribution strategies there was established the indirect distribution channel and the transport procedure of the same; The promotion strategies are confirmed by the publicity spread through brochures, radial advertising and leaflets which are intended to highlight the nutritional advantages of the consumption of the meat of the quail; Finally, a training plan was developed for producers, housewives, restaurant owners and students to advise on the management of this type of production, nutritional pictures of the meat of the quail; As well as on ways to prepare this product and the tasting of dishes prepared based on the meat of the quail; The strategies designed will capture a greater market for quail meat and thus improving the profitability of their micro-enterprises. |
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