Plan de Mercadeo

Universidad Metropolitana
Facilitador: Marianela González
Mercadeo y Plan de Mercadeo
Mercadeo
 “es la dirección y administración de un negocio
basado en el reconocimiento y la convicción
fundamental de que el éxito o fracaso de una
empresa depende de sus clientes, más que sus
recursos internos” (Franky, 2007)
Plan de Mercadeo
 Un plan de mercadeo es la utilizacion de forma
organizada de los elementos comunes de la
planeacion, dispuestos a identificar necesidades
del mercado para concretar utilidades, mediante la
satisfaccion de los consumidores.
Plan de Mercadeo
Para qué hacemos un Plan de mercadeo?

 Es una herramienta que ayuda a entender la complejidad de

los distintos mercados existentes y brinda la oportunidad de
abordarlos de la manera más adecuada.

 Se realiza cuando queremos descubrir una oportunidad de

negocio, ver si este puede ofrecer resultados deseados, si el
producto o el servicio que espero ofrecer puede tener una
acogida positiva, saber cuál podría ser mi participación en el
mercado a partir del conocimiento de la competencia.

 Es una herramienta operativa que le permite hacer

seguimiento a lo fundamental de su negocio para asegurar su
ejecución y saber si vale la pena hacer la inversión o no.
Introduccion

 Análisis de Mercado(tendencias generales)

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 Haga un reporte de mercado (información

detallada de la situación actual, actividades
principales)
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Producto a comercializar

Descripcion corta
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Competencia

 Situación actual
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 Compare los productos similares a los suyos

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 Conclusiones
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Establezca la posición del producto

Descripción corta del posicionamiento

Establezca una característica que
marcará el producto entre los similares
Aspectos positivos para los clientes
Establezca un lema que definirá los
beneficios al consumidor
Aspectos sociales

Público objetivo
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Mensaje
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Empaque

 Cubierta y empaque
 Detalles de estilo, forma y otros
 Transporte
 Corto Resumen del proceso de producción
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Arranque

Estrategia
Comunicación
Aspectos financieros
Información adicional
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RP

Agenda y desempeño
Estrategia
Tips principales
Muestre el plan de reserva con todos los
detalles
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Publicidad

Agenda y desempeño
Agenda - revisión
Control de tiempo
Costos adicionales
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Otras técnicas de publicidad

Mercadeo directo
Revisión de recursos requeridos
Revisión de objetivos principales y
presupuesto
Socios, alianzas
Proyectos mayores
Métodos alternativos
Política de precios

Puntos principales
Defina specificacion
Prepare una revison comparativa con
otros productos
Conclusion
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Distribución

Visión general
Detalles
Métodos
Canales
Destaque sus puntos con la ayuda de las
estadísticas
Segmentación

Capacidad de segmentación vertical

Peculiaridades de este método de
mercadeo
Mostrar los principales grupos y
segmentos
De información detallada de socios
Internacional

Tips de distribución
Objetivos principales
Discusión sobre diferencias generales
en mercadeo internacional
Política de precios
Destaque las sugerencias principales
para los productos
Tabla de Logros

Objetivos principales
Metas de importancia secundaria
Resultados obtenidos
Sugerencias
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Tiempo

Programación detallada
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Tiempo/coordinacion
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Conclusiones
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Tabla

III IV I
trimestre trimestre trimestre
Titulo
2011 2011 2012

Cras pharetra dignissim turpis eu aliquet. Sed

vulputate ultrices congue. quis est nisi, a dapibus 205524 210698 207694
mi.

Etiam orci lectus, malesuada quis porttitor quis,

posuere eu mi. Vivamus volutpat iaculis tortor id 107694 115698 113698
luctus.

Proin mattis nunc sollicitudin metus venenatis

154268 149286 162157
ullamcorper.

Curabitur pellentesque feugiat tellus in dapibus. 187365 190297 191367

Sed porttitor imperdiet semper. Sed arcu ipsum,

259456 261846 260864
egestas id commodo non, fringilla quis nunc.

Total: 914307 927825 935780

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