DOCENTE: L!c/ C'u(! Sn"!.0ez MATERIA: Me#c(o"ecn! FEC1A DE ENTREGA: 23425467
COCHABAMBA-BOLIVIA
INDICE
PLAN DE MARKETING “FARMA - FACIL”
RESUMEN FARMA8FACIL9 e% un #mc! on8'!ne )ue "!ene como +#o+;%!"o9 e' +o(e# %"!%ce# ' nece%!(( (e ()u!#!# +#o(uc"o% (e%(e %u ho-# con "' %o'o un c'!c/ Nue%"# #mc! cuen" con un %e#.!c!o #á+!(o * +#ec!%o/ Y )ue en Bo'!.! no %e cuen" con e%"e %e#.!c!o/ L c!u(( (e Coch&m&9 cuen" con un !n!n!(( (e #mc!%/ Po# "n"o e%" c!u(( %e#á nue%"# á#e (e !nno.c!;n (e nue%"#o %e#.!c!o on8'!ne -#c!% '% nue.% "ecno'o-<% e=!%"en"e% en nue%"# -ene#c!;n * %< %e# má% ác!' ' "#cc!;n nue%"#o% u"u#o% c'!en"e%/ Y e% +o# e''o )ue %e .!o ' nece%!(( (e !# nue%"# FARMA8FACIL +o#)ue mo"!.# ' $u.en"u( * "o(o e' +>&'!co en -ene#' en c"u'!z#%e con '% nue.% #e(e% %oc!'e%9 +# %< +o(e# m!n!m!z# e' "!em+o * e' co%"o/
I. INTRODUCCIÓN ?FARMA8FACIL@ e% un #mc! on8'!ne c#e( * -e%"!on( +o# e' +e#%on' +#e%en"e e%"u(!n"e% (e B!o)u
+#o(uc"o/ Somo% ' e& (e #ee#enc! en ' .en" (e +#o(uc"o% #mcu"!co% en In"e#ne"/ Que#emo% )ue nue%"#o% c'!en"e% %e %!en"n %e-u#o%4% com+#n(o 'o% +#o(uc"o% (!%+on!&'e% en nue%"# #mc! * +o# e%o .mo% e%"# +en(!en"e% en "o(o momen"o +# )ue no% con%u'"en '% (u(% )ue "en-n9 %< como "m&!n no% +!(n "enc!;n #mcu"!c %! 'o (e%en/ E%+e#mo% )ue 'o% con%um!(o#e% %e %!en"n -u%"o con no%o"#% * )ue "#&$mo% +# con.e#"!# ?FARMACIA FACIL@ en ' #mc! (e #ee#enc! en In"e#ne" en cun"o .en"% +e#o %oe"o(o en cun"o %"!%cc!;n (e nue%"#o% u%u#!o%/ Bo'!.! * Coch&m& no cuen"n con #mc!% on'!ne9 e% -#n &ene!c!o )ue ?FARMACIA FACIL@ ()u!e#e ' %e# ?on'!ne@9 +o#)ue (e e% mne# no há com+e"enc! * )ue cuen" con un -#n .#!e(( (e o+c!one% +# ' c!'!(( (e nue%"#o% c'!en"e%/
Necesidd
L .en" on'!ne en ?FARMACIA FACIL@ * no e% un o+c!;n9 e% un nece%!(((e %u+e#.!.enc! #en"e un u"u#o )ue * e%"á )u
P!"#$e% E' %e#.!c!o )ue !n( ?FARMACIA FACIL@ ''en '% e%+ec""!.% (e' con%um!(o# E' me$o#m!en"o (e ' %"!%cc!;n (e' con%um!(o# con ' .en" (e nue%"#o% +#o(uc"o%9 "#.e% (e '% #e(e% %oc!'e%/
O#&e'i("s
Ge)e!$
L'e.# c&o ' "enc!;n #mcu"!c (e' c'!en"e (e mne# )ue o&"en- e' me$o# #e%u'"(o en e' "!em+o ;+"!mo * ' meno# co%"o9 "#.% (e '% #e(e% %oc!'e%/
Es*ec+,ic"s
P'n!!c# e%"u(!o% (e ' u"!'!zc!;n (e me(!cmen"o%/ G#n"!z# c'!(( en 'o% +#o(uc"o%/ E%"&'ece# un %!%"em (e !no#mc!;n (e +#o(uc"o% nue%"#o% c'!en"e%/ E%"&'ece# un %!%"em e!cz * %e-u#o (e (!%+en%c!;n (e 'o% +#o(uc"o%/ &uen% e%"#"e-!% +# 'o-## m*o# De%##o''# %"!%cc!;n ' c'!en"e/ Re'!z# 'o% e%"u(!o% nece%#!o% +# (e%"c#no% (e nue%"#o% com+e"!(o#e%/ O#(en# (ecu(men"e c( uno (e 'o% +#o(uc"o%/ Mn"ene# un $u%"o e)u!'!!o (e !n-#e%o% * e-#e%o%/
II. MARCO
TEÓRICOCONCEPTUALREFERENAL
Te"!+ c")ce*'$
De,i)ici/) de ) ,!%ci
F#mc! e% un c!enc! )ue e%"u(! como +#e+##9 con%e#.# * com&!n# +#o(uc"o% +# c#e# #eme(!o% con"# '% ene#me((e%/ E%"o% +#o(uc"o% +ue(en %e# "n"o n"u#'e% como #"!!c!'e%/ E% con$un"o (e "cn!c% * e%"#"e-!% )ue %e ''e.n c&o con e' o&$e"!.o (e hce# ''e-# +#o(uc"o% no %o'o 'o% +c!en"e% )ue 'o% nece%!"n9 %!no 'o% m(!co% )ue "!en(en con%u'"% * "!enen )ue +#e%c#!&!# me(!cmen"o%9 ho%+!"'e%9 cen"#o% m(!co% * cu')u!e# e%"&'ec!m!en"o )ue o#ezc %e#.!c!o% (e %n!((/
P!"dc'" Ph!'!+ ,o"'e#9 en %u '!o D!#ecc!;n (e M#He"!n- Conce+"o% E%enc!'e%9 menc!on )ue un +#o(uc"o e% cu')u!e# o#ec!m!en"o )ue +ue(e %"!%ce# un nece%!(( o un (e%eo9 * +o(#< %e# un (e '% 62 oe#"% &á%!c%: &!ene%9 %e#.!c!o%9 e=+e#!enc!%9 e.en"o%9 +e#%on%9 'u-#e%9 +#o+!e((e%9 o#-n!zc!one%9 !no#mc!;n e !(e%
I%*"!')ci de $s 0 *1s e) ) ,!%ci
E% un mo(e'o (e he##m!en"% &á%!c% * "#(!c!on'e% en e' cu' nue%"# #mc! . "om# un +un"o (e .en" #e(e% %oc!'e% +# +o(e# oe#"# nue%"#o% +#o(uc"o%9 (on(e +#!o#!z#emo% ' !$c!;n (e 'o% +#ec!o%9 ' (!%"#!&uc!;n * +#omoc!;n9 con e' o&$e"!.o (e e'e.# e' n!.e' (e .!( (e' con%um!(o# ' hce#'e .e# )ue nue%"#o% +#o(uc"o%%on e=c'u%!.men"e +# e''o% nue%"#o% c'!en"e% * e' (e %"!%ce# %u% nece%!((e%9 -u%"o%9 * +#ee#enc!%/
P!eci" P# !ne% (e m#He"!n- e' +#ec!o e% ' e=+#e%!;n (e .'o# )ue "!ene un +#o(uc"o o %e#.!c!o9 mn!e%"(o en "#m!no% mone"#!o% u o"#o% e'emen"o% (e u"!'!((9 )ue e' com+#(o# (e&e +-# ' .en(e(o# +# 'o-## e' con$un"o (e &ene!c!o% )ue #e%u'"n (e "ene# o u%# e' +#o(uc"o o %e#.!c!o/ Se->n S"n"on9 E"ze' * J'He# e' +#ec!o e% ' cn"!(( (e (!ne#o u o"#o% e'emen"o% (e u"!'!(( )ue %e nece%!"n +# ()u!#!# un +#o(uc"o
P$2 P# Fe##e''9 1!#"9 A(#!en%n%9 F'o#e% * Rmo%9 ' dis'!i#.ci/) e% e' c"o (e hce# )ue 'o% +#o(uc"o% e%"n (!%+on!&'e% +# 'o% c'!en"e% en '% cn"!((e% nece%#!%/
P!"%"ci/) Se->n Ke#ome McC#"h* )u!n !n"#o(u$o e' conce+"o (e '% 7P% (e' m#He"!n-: P#o(uc"o9 P'z9 P#ec!o * P#omoc!;n * J!''!m Pe##eu'"9? ' +#omoc!;n con%!%"e en "#n%m!"!# !no#mc!;n en"#e e' .en(e(o# * 'o% com+#(o#e% +o"enc!'e% u o"#o% m!emo% (e' cn' +# !n'u!# en %u% c"!"u(e% * com+o#"m!en"o% @/ A e%"o 0(en '-o "om# en cuen": ? L unc!;n +#!nc!+' (e' (!#ec"o# (e m#He"!n- con%!%"e en comun!c# 'o% con%um!(o#e% me" )ue e' +#o(uc"o !(;neo %e encuen"# (!%+on!&'e en e' 'u-# (ecu(o ' +#ec!o co##ec"o@/
III. DESARROLLO DE LAS 0 P3s4 PRODUCTO. FARMACIA ?FACIL@9 e%" #mc! %e . (!e#enc!# +o# ' .en" (e !n"e#ne" * (om!c!'!o con ' ác!' com+# (e' +#o(uc"o (ec!(!(o/ Encon"##% oe#"% e%+ec!'e% )ue +o(#án &ene!c!#"e con nue%"#o% +#o(uc"o% * ho###"e un c!e#" cn"!(( (e (!ne#o/ Se +ue(e con%e-u!# %en +#o(uc"o% (e #mc!9 co%m"!c9 &e''ez9 +#o(uc"o% (!e""!co%9 +#o(uc"o% (e '!men"c!;n !nn"!' (e +#!me#% m#c%9 '
+#o(uc"o% +# ' %'u( * e' cu!((o +e#%on'9 e=ce+"o )ue''o% )ue #e)u!e#en +#e%c#!+c!;n m(!c/ L #mc! ?FCIL ?'o )ue )u!e#e e% o#ece# un m+'! -m (e +#o(uc"o% )ue %on ác!'men"e cce%!&'e% (e encon"##/ Son m>'"!+'e% '% .en"$% (e com+## +#o(uc"o% (e #mc!% "#.% (e '% #e(e% %oc!'e%9 +o# e$em+'o en nue%"# F#mc!: +o(#á% com+## m#c%9 o&%e#.# +#ec!o%9 con%u'"# '% +#o+!e((e% (e c( uno (e 'o% +#o(uc"o%9 e"c/ A(emá%9 nue%"# #mc! o#ece #"n +#o(uc"o en un #mc! * )ue e%"á -o"(o9 En nue%"# #mc! ?FCIL@ +o(#á% %o'!c!"# "u +e(!(o %!n +#eocu+c!;n '-un/ Y )ue en un% 37 ho#% +#o=!m(men"e #ec!&!#á% "u +e(!(o en c%/
PRECIO. E' +#ec!o no e% %;'o e' !m+o#"e )ue %e +- +# ()u!#!# un +#o(uc"o (e&e !nc'u!#:
Se6%e)'"s de$ %e!cd"4
Le'e% hc! ' m#c9 %e (#á #en"e 'o% c'!en"e% o con%um!(o#e% !e'e% ' ?FARMACIA FACIL@/ Com+#(o#e% (e -n-9 e' +#ec!o %e#á un (o% +o# uno/ C%"!-(o#e% (e %!%"em9 'o% con%um!(o#e% +e'en +o# '% m#c%9 e% (ec!# e''o% 'e% -u%" ' m#c * e%+e#n )ue &$e e' +#ec!o (e 'o% m!%mo% 'o% +#o(uc"o%/ Lo% (e%!n"e#e%(o%9 nue%"#o% c'!en"e% no 'e% !n"e#e%#á e' +#ec!o9 * )ue %e +#eocu+n má% en e' +o(e# cu!# %u nece%!((/ e''o% %!m+'emen"e com+#n * com+#n e' +#o(uc"o/
Lo% #e-!%"#(o#e% (e (om!n!o enc#-(o (e (m!n!%"## %e co#á 33 men%u' +o# #e-!%"## 'o% +#o(uc"o% "#.% (e '% #e(e% %oc!'e%/ Lo% %e#.!c!o% (e 'o$m!en"o e& %e co#á 62 men%u'/ En c%o )ue 'o% +#o(uc"o% %u&n (e +#ec!o9 e' %e#.!c!o (e 'o$m!en"o e& umen"#á un 56/ L !n.e#%!;n en 'o% +#o(uc"o% co%"#á: 622 L ''e-( (e nue%"#o% +#o(uc"o% 'mcenm!en"o "en(#á un co%"o (e: 62/ E' +#o(uc"o )ue ''e-#á '% mno% (e nue%"#o% con%um!(o#e% "en(#á un co%"o (e 6 / Lo% +#o(uc"o% %e#án en"#e-(o% me(!n"e un mo"o "=! * e%"e %e#.!c!o (e+en(e#á (e ' (!%"nc!/ L cu' %e 'o +-# +#"!# (e un 6 / E' co%"o "o"' (e ' #mc! ?FACIL@ %e#á: 67