ESTUDIO DEL IMPACTO ECONÓMICO SOBRE LA AMPLIACIÓN DE PRODUCTOS DE LA MARCA FULL CLORO PARA NSE CY D

Abstract

The following research objectives to analyze the impact of the expansion and diversification of the cleaning line home brand Full Cloro, belonging to the Ecuadorian company Milton Barros SA, by differentiating marketing strategies, in order to determine the feasibility and acceptance of objective group. Therefore, we proceeded to the development of the theoretical framework, which will detail each of the concepts and strategies applied to the respective analysis described above. Recapitulation of concepts will be main basis for methodological research study and then to the analysis of results. Thus, they managed to define elements and viable arguments that promote the expansion of the line, supported by strategies that routed and encourage the buying decision, always seeking acceptance and satisfaction of consumer needs. The study shows results that through the development and diversification of new brand packaging Full Chlorine has achieved cost reductions, such as investment in machinery and human talent. Through this effective strategy it has been successful in taking more market, reaching a positive impact. The case analysis was conducted based on the study and sample the final consumer, housewives, NSE C and D, of the city of Guayaquil. Finally, the results of internal financial studies analyzed by the assessment of acceptance of the diversification of packaging to the target group detailed above.