Estrategia de Marketing Mix para el posicionamiento de la marca Laboratorios Markos en la ciudad de Huancayo en el año 2022
DOI:
https://doi.org/10.61286/e-rms.v3i.175Keywords:
Digital Marketing, Consumer Behavior, Business Strategy, Brand Positioning, Advertising and PromotionAbstract
Objective: To identify consumer perceptions of the Laboratorios Markos brand after its relaunch and evaluate the relationship between the relaunch strategy and its positioning in the city of Huancayo in 2022. Methodology: A quantitative research design was used, a type of basic research; with a correlational level. Likewise, a 16-item instrument was designed and its questionnaire was applied to the sample of 385 consumers that was randomly selected. The test statistic chosen was Pearson's R, which made it possible to determine the level of correlation that exists between the variables of brand relaunch and positioning. Findings: It was revealed that consumers positively perceive the quality and variety of Laboratorios Markos products, highlighting their commitment to health and well-being. In addition, it was possible to demonstrate that there is a direct correlation and a moderate correlation, when marketing mix strategies increase significantly, the positioning of Laboratorios Markos increases in the second quarter of 2022 in the city of Huancayo. Conclusion: Marketing mix strategies are directly and significantly related to the positioning of Laboratorios Markos in the second quarter of 2022 in the city of Huancayo, due to the Pearson r correlation (r = 0.595), with a significance of p = 0.000, demonstrating a moderate positive correlation. Furthermore, to consolidate its position, Laboratorios Markos must strengthen its digital presence and continually adapt its marketing mix to consumer preferences.
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Copyright (c) 2025 Milagros Andrea Inga Porras Inga Porras, Frank Peter Tiese Mendoza Ticse Mendoza , Marilyn Izamar Castro Torpoco, Jose Manuel Armada Pacheco
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