Propuesta de un plan de marketing para los  productos TENA durante el primer semestre del 2021

Navarro Rojas, Reynaldo; Rodriguez Chaves, Vinyela; Barboza Siles, Cindy

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Universidad San Marcos

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dc.contributor.author	Navarro Rojas, Reynaldo
dc.contributor.author	Rodriguez Chaves, Vinyela
dc.contributor.author	Barboza Siles, Cindy
dc.date.accessioned	2022-06-27T23:04:30Z
dc.date.available	2022-06-27T23:04:30Z
dc.date.issued	2021-07
dc.identifier.uri	http://repositorio.usam.ac.cr/xmlui/handle/11506/1530
dc.description	The general objective of this work is to propose a marketing plan for the TENA brand, with the purpose of solving the current problems of the company in aspects such as positioning it based on the benefits of greater value for its clients, creating customer loyalty to the brand and making them aware of the use of the products in order to recover their confidence and dignity. TENA is a company with more than 60 years of existence and has become the world's leading brand in urinary incontinence. It offers products and solutions for people and services in more than 90 countries in the world, for the present work we are going to take TENA Central America as a reference for the Costa Rican market. Urinary incontinence is a public health problem worldwide. In addition to causing a radical change in the routine of these patients, it leads to alienation, depression, isolation and social exclusion. Simply sneezing, coughing, running, laughing, jumping or lifting weights can intensify the disorder. This marketing plan proposal is intended to increase the number of active customers, build loyalty of current customers, increase brand awareness and brand power, disseminate and leverage untapped product features and thus develop the brand through competitive advantage, generate greater product education and restore consumers' confidence and reintegration into their activities through TENA's modern and absorbent designs. In order to carry out the present proposal, the current strategies were analyzed by means of a field research with a survey that was applied to current and potential consumers of TENA products. The analysis of the company's current strategies made it possible to identify the strategies in which the company needs to make a change. In addition to the above, together with the analysis of the company's environment, it was possible to determine the company's SWOT matrix in order to mitigate its weaknesses, maximize opportunities and minimize its threats through its strengths, which are reflected in the proposed strategy to strengthen the brand. The general objective of this work is to propose a marketing plan for the TENA brand in order to solve the current problems of the company in aspects such as positioning it based on the benefits of greater value for its customers, creating customer loyalty to the brand and making them aware of the use of the products to regain their trust and dignity. TENA is a company with more than 60 years of existence and has become the world's leading brand in urinary incontinence. It offers products and solutions for people and services in more than 90 countries in the world, for the present work we are going to take TENA Central America as a reference for the Costa Rican market. Urinary incontinence is a public health problem worldwide. In addition to causing a radical change in the routine of these patients, it leads to alienation, depression, isolation and social exclusion. Simply sneezing, coughing, running, laughing, jumping or lifting weights can intensify the disorder. This marketing plan proposal is intended to increase the number of active customers, build loyalty of current customers, increase brand awareness and brand power, disseminate and leverage untapped product features and thus develop the brand through competitive advantage, generate greater product education and restore consumers' confidence and reintegration into their activities through TENA's modern and absorbent designs. In order to carry out the present proposal, the current strategies were analyzed by means of a field research with a survey that was applied to current and potential consumers of TENA products. The analysis of the company's current strategies made it possible to identify the strategies in which the company needs to make a change. In addition to the above, together with the analysis of the company's environment, it was possible to determine the company's SWOT matrix in order to mitigate its weaknesses, maximize opportunities and minimize its threats through its strengths, which are reflected in the proposed strategy to strengthen the brand.	es
dc.description.abstract	El objetivo general del presente trabajo consiste en la propuesta de un plan de marketing para la marca TENA, con la finalidad de solventar los problemas actuales de la empresa en aspectos como el posicionarla con base en los beneficios de mayor valor para sus clientes, crear lealtad por parte de los clientes a la marca y concientizarlos acerca del uso de los productos para recuperar su confianza y dignidad. TENA es una empresa con más 60 años de existencia, se ha convertido en la marca líder mundial en incontinencia urinaria. Ofrece productos y soluciones para personas y servicios en más de 90 países en el mundo, para el presente trabajo vamos a tomar como referencia TENA Centroamérica para el mercado costarricense. La incontinencia urinaria es un problema de salud pública en todo el mundo. Además de causar un cambio radical en la rutina de estos pacientes, conduce al distanciamiento, problemas de depresión, aislamiento y exclusión social. Simplemente estornudar, toser, correr, reír, saltar o levantar pesas puede intensificar el trastorno. Esta propuesta de plan de marketing tiene la intención de aumentar el número de clientes activos, fidelizar a los clientes actuales, aumentar el conocimiento de la marca y poder de la marca, difundir y aprovechar las características no explotadas del producto y así desarrollar la marca a través de la ventaja competitiva, de igual forma generar una mayor educación de los productos y devolver a los consumidores la confianza y reinserción a sus actividades por medio de los diseños modernos y absorbentes de TENA. Para realizar la presente propuesta, se analizaron las actuales estrategias por medio de una investigación de campo con una encuesta la cual se aplicó a los clientes actuales y potenciales consumidores de los productos TENA. El análisis de las actuales estrategias de la empresa permitió identificar las estrategias en las que la empresa necesita realizar un cambio. Además de lo anterior, junto el análisis del ambiente de la empresa, se pudo determinar la matriz FODA de la empresa con la finalidad de mitigar sus debilidades, potencializar oportunidades y minimizar sus amenazas por medio de sus fortalezas, las cuales se plasman en la estrategia propuesta para potenciar la marca.	es
dc.language.iso	es	es
dc.publisher	USAM	es
dc.relation.ispartofseries	TFG LIC ADM;0021 2021
dc.subject	Incontinencia Urinaria (IU)	es
dc.subject	Plan de mercadeo	es
dc.subject	Estrategia de mercadeo	es
dc.title	Propuesta de un plan de marketing para los productos TENA durante el primer semestre del 2021	es
dc.type	Tesis	es