Proyecto de Hello Kitty

7/23/2019 Proyecto de Hello Kitty

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TABLA DE CONTENIDO

1. GENERALIDADES DE LA EMPRESA............................................................31.1 HISTORIA...............................................................................................3

1.1.1 HISTORIA DE HELLO KITTY..............................................................4

1.2 MISIN..................................................................................................6

1.3 VISIN...................................................................................................6

1.4 OBJETIVOS DE LA EMPRESA..................................................................6

1.5 GLOBALIZACION....................................................................................7

2. SEGMENTACION DEL MERCADO..................................................................9

2.1 SEGMENTACION GEOGRFICA...............................................................92.2 SEGMENTACIN DEMOGRFICA............................................................9

2.3 SEGMENTACION PSICOGRFICA.............................................................9

2.4SEGMENTACIN CONDUCTUAL...............................................................9

2.5 TARGETING:.........................................................................................10

2.5.1 MERCADEO DIFERENCIADOR.........................................................10

2.6 POCISIONAMIENTO..............................................................................10

3. COMPORTAMIENTO DE COMPRA DEL PRODCTO.....................................12

3.1 !"E COMPRAN#.................................................................................123.2 !DONDE COMPRAR#............................................................................12

3.3 !CMO $ CANTO COMPRAN#............................................................12

3.4 CUANDO COMPRAN.........................................................................12

3.5 !POR"E COMPRAR#..........................................................................12

.....................................................................................................................14

4. COMPORTAMIENTO DE CONSMIDOR.......................................................15

4.1 CLTRAL............................................................................................15

4.2 SOCIAL.................................................................................................164.3 FACTORES PERSONALES......................................................................17

4.4 FACTORES PSICOLOGICOS...................................................................1%

4.! COMPORTAMIENTO DE COMPRA...........................................................1%

4.6 PROCESO DE DECISION DE COMPRA...................................................19

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CAPITULO 1

GENERALIDADES DE LAEMPRESA SANRIO CO.

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1. GENERALIDADES DE LA EMPRESA

1.1 HISTORIA

SANRIO "#$ %&%'%()* +*, Shintaro Tsuji '*-* Y(-(&(/% S%0 C*-+(& $&156 +*, -$)%* )$ 1 -%007& )$ $&$ )$ '(+%8(0. L( '*-+(9:( +,*)#'$ #&(

0:&$( )$ '(,;'8$, $& 8*,&* ( 0( -$,'(&':( )$ ,$,$ )$

?Sanrio". E0 &*->,$ @S(&,%* $ )$,%7 )$ 0( +(0(>,( @S(& @R%* )$0

E+(9*0. @S(& +#$)$ $, $&'*&8,()* $& (,%* &*->,$ )$ '%#)()$6 '*-*

S(& F,(&'%'* S(& D%$%& $&'*&8,()* $& &*->,$

)$ 0#%& +(,8%'%+(& $& 0( %&)#8,%(

)$ '*-%)( ,;+%)(6 '*& #&( ",(%'%( )$ K$&8#' F,%$) C/%'$&P*00* ",%8* )$

K$&8#' $& S(%8(-(. E00* 8(->%& +*$$& 0* )$,$'/* )$ P$( $&

J(+7&. SANRIO 8(->%& 8%$&$ #&( $-+,$( $& 0( ,(-( (&%-(8,7&%'(00(-()(

K**,* C*-+(&6 L8).6 -$*, '*&*'%)* +*, $0 (&),*%)$A'8,*%).

SANRIO $ $0 -(*, "(>,%'(&8$ )$ 8(,$8( )$ "$0%'%8('%7& $& J(+7&. E& $0 (9*

25526 $ %&%'%7 #&( $-+,$( '*&8( '*& T/$ (08 D%&$ C*-+(& +(,( #

8(,$8( )$ "$0%'%8('%7&.

H$00* K%88 "#$ (#$&8$ (

0( $&8( )$ SANRIO. O8,* +$,*&($ +*+#0(,$ $& +(,8%'#0(, ( 8,( )$ 0*

(9* /(& %)* 0* L%880$ T%& S8(,6 M M$0*)6 K$,*++%6 S(- $-*#%&6 B()8

M(,#6 T$&*,%#-(6 U(/(&(6 P*'/(''*6 C/*'*'(86 C%&&(-*,*00. SANRIO

'*&8(&8$-$&8$ ($>

#&%'*,&%* $ )$ '(,;'8$, &%'*6 #$ +,*8(


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1.2 MISIN

S*-* #&( $-+,$( (+*&$( #$ ',$( #&( %0%)()6 '*&"%(>%0%)()6 +,$8%


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1.5 GLOBALIZACION

S(&,%* C*.6 0( $-+,$( #$ %* &('$, ( H$00* K%886 /( (-+0%()* ,;+%)(-$&8$ 0(

'*&'$%7& )$ 0%'$&'%( +(,( $0 #* )$ # %-(( )$

$00* $ # '*0(>*,('%7& '*& "%,-( )$ $'8*,$ '*-* 0( *$,:( )$ 0#*6 0*

'*-8%'* $0 8$8%06 $&8,$ *8,*. H(8*(-(6 #$ $ $&'(,( $&

J(+7& $0 ,$8* )$ A%(. E& 0( ('8#(0%)()6 $0 -$,'()* )$ E#,*+( * $0 )$

E8()* U&%)* +*, : *0* #+$,(& (0 (+*&.

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CAPITULO 'SEGMENTACION DEL MERCADO

%


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2. SEGMENTACION DEL MERCADO

2.1 SEGMENTACION GEOGRFICA

N#$8,* +,*)#'8* +#$)$ )%8,%>#%,$ )$ "*,-( )%8%&8( $& '()( #&%)()(8(&8$ (08* $8* $ )$>$ ( 0((0$


10/20


11/20

CAPITULO !COMPORTAMIENTO DE COMPRADEL PRODUCTO

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12/20

3. COMPORTAMIENTO DE COMPRA DEL PRODUCTO

3.1 QUE COMPRAN?

U&( 0(&'( '*& "*,-( (&8,*+*-*,"( $ -#


13/20

13

CA!A NEGRA DELCOMPRADOR

RESPUESTAS DELCONSUMIDOR

ESTIMULOSDE

MAR"ETING

MERCADO

ELECCIN DEPRODUCTO:

PRODUCTO: #ELLO"ITT:-& +&)& =&-/&/- *8& &-)*8*&

'( 8 +'8)*,/&

MARCA: #ELLO "ITT

ESTABLECIMIENTO: E(' /, =)'-/,>- '=,& ' (' '''-/-)*&* '- /&,'*('*8'*/& ' /&'-&& -,;' -&/,-& ',-)'*-&/,-&< '-

+,-&( '= ' /8*&('- -'&.

CARACTERISTICASDEL COMPRADOR:

E /8*&* ' '()'*/) '( -&'*(-& '

&,'*' *(&),(&//,>- '*(-& * +().

PRODUCTO: ELLOITT$: -& +&)& =&-/&/- *8&&-)*8*& '(

8 +'8)*,/&PLAZA: E( -*/) ' ;&,*,+, & ) ), ''*(-& '&< '-'('/,& & ( -,@(.

PROMOCIN:

C-(,+' &( &&( & ' ,))

+&-&*&( +*&-'(*'8,(.

D( * -.

MOMENTO DECOMPRA,

H$00* K%88 $'*-$,'%(0%()* #&( $

* )* $'$ (0 -$ +*,'0%$&8$.

CANTIDAD DECOMPRA,H$00* K%88 $#& +,*)#'8* )%$9()*+(,( '*-+,(, +*, #&%)() $& )%8%&8(+,$$&8('%*&$ (0 - '/8*& 8',&-)' '*/)< 8&*/&%)* (#$ ( %-+('8(&)* )$ "*,-(,$+*&(>0$ ( $8,*'0%$&8$. T,(>((-* #&8*

+(,( 00$(, (: (0$

Proyecto de Hello Kitty

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