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Emasa - Caso de éxito

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  • 1. Posicionamiento sitio Bosch Claudio Figueroa Urtubia Jefe de Proyectos AA/M KT-COM AA/MKT-COM 1 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties.. e
  • 2. Po s ic io namie nto s itio Bo s c h Grupo Bosch Bosch en Chile Bosch Group in Latin America Proyecto posicionamiento Pasos a Seguir Bosch Group in Latin America Conclusiones Bosch Group in Latin America AA/MKT-COM 2 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 3. Po s ic io namie nto s itio Bo s c h Robert Bosch GmbH  Fundada en 1886  Gestionada por la fundación Robert Bosch  Ventas 2008: 45.1 bn EUR - fuera de Alemania: 74 %  Inversión en I& 8.6 % de las D: ventas  Em pleados a 01-2008: 281.717 - fuera de Alemania: 59 %  Con presencia en 150 países en todo el m undo AA/MKT-COM 3 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 4. Po s ic io namie nto s itio Bo s c h Fundación Robert Bosch Por una decisión testamentaria, el fundador, Robert Bosch destinó la mayoría del capital a Fundación Robert Bosch, una entidad no lucrativa. Establecido en Alemania en 1964, la Fundación Robert Bosch es una de las fundaciones m grandes asociadas a una ás sociedad anónim de responsabilidad a limitada. 93% 7% Capital - Ro be rt Bo s c h GmbH Fundación Robert Fam ilia Bosch Bosch AA/MKT-COM 4 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 5. Po s ic io namie nto s itio we b Bo s c h Chile Fundación Robert Bosch –Inversiones I+D Salud, Ayuda Hum anitaria 16.5 M Euros io Relaciones Internacionales 21.2 M Euros io Educación, Sociedad y Cultura 15.7 M Euros io Investigaciónes Científicas 5.5 M Euros io Año base 2007 AA/MKT-COM 5 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 6. Po s ic io namie nto s itio we b Bo s c h Chile Distribución Ventas 2008 Grupo Bo s c h To tal ve ntas 2008: 45.1 bn EUR1) Bie ne s de c o ns umo y Te c no lo g ía Auto mo triz Te c no lo g ía Indus trial Te c no lo g ía de Co ns truc c ió n 26.5 bn EUR 6.7 bn EUR 15 % o S 11.9 bn EUR 26 % o S 59 % o S AA/MKT-COM 6 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 7. Po s ic io namie nto s itio Bo s c h Presencia a nivel mundial a Febrero 2009                                             42 Compañias afiliadas ( ) 48 Representaciones ( ) AA/MKT-COM 7 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 8. Po s ic io namie nto s itio Bo s c h Grupo Bosch BoschGroup in Latin Am Bosch en Chile erica Proyecto posicionamiento Pasos a seguir Bosch Group in Latin America Conclusiones Bosch Group in Latin America AA/MKT-COM 8 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 9. Po s ic io namie nto s itio Bo s c h Grupo Emasa  Es una em presa con m de 50 años de experiencia as  Presencia en Chile, Perú y Bolivia  M de 700 em as pleados  Representa m de 70 m as arcas  Diversas líneas de negocio AA/MKT-COM 9 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 10. Po s ic io namie nto s itio Bo s c h Líneas Bosch en Chile  Autom otriz  Repuestos y accesorios  Bosch Car Service  Bosch Diesel Service  Bosch Diesel Center  Diagnostics  Herram ietas Eléctricas  Herram ientas Profesionales  Herram ientas Neum áticas  Herram ientas de Alta Frecuencia  Accesorios  Línea Blanca y Electrodom ésticos  Sistem de Seguridad as AA/MKT-COM 10 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 11. Po s ic io namie nto s itio Bo s c h Grupo Bosch Bosch Groupasa Bosch - Emin Latin America Proyecto posicionamiento Pasos a seguir Bosch Group in Latin America Conclusiones Bosch Group in Latin America AA/MKT-COM 11 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties.. e
  • 12. Po s ic io namie nto s itio we b Bo s c h Chile ¿Por qué posicionar nuestro sitio?  Desconocim iento del mercado de todas las líneas de negocio que se com ercializan en Chile  M ejorar ventas y aum entar conocim iento de marca y productos.  Apoyar a nuestros distribuidores/clientes (Catálogos Electrónicos On Line).  Rebajar los costos de publicidad.  Diversificar la form de ser encontrado a  Utilizar el sitio W com herram eb o ienta de negocios.  Capturar m ercado internautas. AA/MKT-COM 12 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 13. Po s ic io namie nto s itio Bo s c h ¿Qué hicimos?  Asesorarnos con una em presa externa.  Optim ización de código de las páginas  Optim ización del m odelo de datos  Optim ización de clases  Establecer una m etodología de actualización  Utilización de Herram ientas Google. AA/MKT-COM 13 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 14. Po s ic io namie nto s itio Bo s c h ¿Qué hem conseguido? os  Posicionar alrededor de 2500 palabras en el indice de Google  Posicionar productos de las diferentes unidades de negocio dentro de los top 10 de Google.  Aum entar el núm de visitas ero  Aum entar el % de nuevas visitas  Aum entar el % de perm anencia  Dism inuir la tasa de rebote AA/MKT-COM 14 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 15. Po s ic io namie nto s itio Bo s c h ¿Qué esperamos?  Duplicar el núm de visitas a finales del 2009. ero  Posicionar el 95% de las palabras claves en los top 10 de los motores de búsqueda  Tener el 100% de los repuestos autom otrices disponibles en catálogos electrónicos AA/MKT-COM 15 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 16. Po s ic io namie nto s itio Bo s c h Grupo Bosch Bosch en Chile Bosch Group in Latin America Proyecto posicionamiento Pasos a seguir Bosch Group in Latin America Conclusiones Bosch Group in Latin America AA/MKT-COM 16 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 17. Po s ic io namie nto s itio Bo s c h Pasos a seguir  Publicar un nuevo sitio para la división hogar  Potenciar aún m la publicidad en internet as  Potenciar Diagnostics en internet.  Optim izar los contenidos del sitio  Realizar acciones de m arketing focalizadas AA/MKT-COM 17 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 18. Po s ic io namie nto s itio Bo s c h Grupo Bosch Bosch en Chile Bosch Group in Latin America Proyecto posicionamiento Pasos a seguir Bosch Group in Latin America Conclusiones Bosch Group in Latin America AA/MKT-COM 18 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 19. Po s ic io namie nto s itio Bo s c h Conclusiones  Internet es un canal m asivo y transversal que ayuda a posicionar la m arca y/o productos  Dism inución de costos de publicidad  M edio de apoyo a nuestros clientes  Increm ento en las ventas  M ayor exposicion de los productos  M ayor cantidad de potenciales clientes  Costo por contacto m enor AA/MKT-COM 19 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties. e
  • 20. Po s ic io namie nto s itio Bo s c h Posicionamiento sitio Bosch Claudio Figueroa AA/MKT-COM Gracias. AA/MKT-COM 20 M arketing | Autom otive Aftermarket | 25/06/2009 | © Robert Bosch Gm reserves all rights even in the event of industrial property rights. W bH reserve all rights of disposal such as copying and passing on to third parties.. e