Marcas blancas de cosméticos faciales. el caso del posicionamiento de la bb cream de deliplus en la campiña de Jaén
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2017-07
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Jaén: Universidad de Jaén
Resumen
[ES]
Dada la importancia y el gran aumento en los últimos años de los productos de marcas del distribuidor en España, así como el crecimiento de las ventas de productos cosméticos en las grandes superficies de distribución, el presente trabajo se centra en dos objetivos, el primero a nivel teórico, que se trata de la investigación del mercado de productos cosméticos faciales de marca blanca y el segundo, el estudio del posicionamiento de la marca Deliplus de la empresa de distribución Mercadona en el área geográfica de La Campiña de Jaén.
Para ello, se analizan las distintas decisiones estratégicas y operativas desde la perspectiva del marketing tomadas por la empresa Mercadona en lo referente a su producto BB Cream de Deliplus. Con estos datos, se puede conocer si realmente este es un sector en auge en España, extrayéndose conclusiones sobre su importancia dentro de las principales cadenas de distribución, y el impacto sobre las marcas del fabricante de este tipo de productos.
La metodología utilizada para cumplir con los objetivos anteriores ha sido la encuesta para lo cual se ha elaborado un cuestionario. En él se han incluido preguntas específicas de marketing a partir de la revisión del marco teórico del presente trabajo. Los resultados obtenidos muestran que la crisis ha tenido un impacto positivo en el posicionamiento de las marcas del distribuidor, especialmente de la de Mercadona Deliplus, seguida por Cien de Lidl.
[EN] Due to the importance and the great increase in the last years of the products of marks of the distributor in Spain, as well as the growth of the sales of cosmetic products in the great surfaces of distribution, the present work has two aims. The first is from the theory; it focuses in the investigation of the market of white brand facial cosmetic products. The second deals about the positioning of the Deliplus brand of Mercadona supermakets in the geographical area of La Campiña. For that, we analyze the different strategic and operational decisions from the marketing perspective taken by the company Mercadona in relation to its BB Cream product from Deliplus. With this data, it is possible to know if this is really a booming sector in our country, drawing conclusions about its importance within the main distribution chains, and the impact on the brands of the manufacturer of this type of products. The methodology used to fulfill the previous objectives has been the questionnaire. In it, specific marketing questions based on the review of the theoretical framework have been included. The results show that the crisis has had a positive impact on the positioning of the brands of the distributor, especially Mercadona Deliplus, followed by Cien de Lidl.
[EN] Due to the importance and the great increase in the last years of the products of marks of the distributor in Spain, as well as the growth of the sales of cosmetic products in the great surfaces of distribution, the present work has two aims. The first is from the theory; it focuses in the investigation of the market of white brand facial cosmetic products. The second deals about the positioning of the Deliplus brand of Mercadona supermakets in the geographical area of La Campiña. For that, we analyze the different strategic and operational decisions from the marketing perspective taken by the company Mercadona in relation to its BB Cream product from Deliplus. With this data, it is possible to know if this is really a booming sector in our country, drawing conclusions about its importance within the main distribution chains, and the impact on the brands of the manufacturer of this type of products. The methodology used to fulfill the previous objectives has been the questionnaire. In it, specific marketing questions based on the review of the theoretical framework have been included. The results show that the crisis has had a positive impact on the positioning of the brands of the distributor, especially Mercadona Deliplus, followed by Cien de Lidl.