Introducción de una nueva línea de productos para el cuidado personal con valor agregado para la empresa lile s.a.

Abstract

This project uses advanced techniques of marketing for research a plan for aims to broaden the portfolio of brands specifically for cosmetics products for personal care for women. This new line will be commercialized by Leonisa, (LILE S.A.), a Colombian company that in Ecuador is recognized for sales lingerie products. We conducted a market research to determine the acceptance of the products and analyze the characteristics of greatest consumer preference to buying one of this products; is developing a communication plan, a strategic marketing plan and operational in order to analyze the competitive environment, profitability and develop the brand value, developing an appropriate strategy for the positioning of ling. Through a financial plan one could to establish sceneries in order to analyze the situation of the company with this project, using financial index, having a bigger quite acceptable profitability to the minimum one attractive of the company, with a short period of recovery.