Commercialization Plan for Waterproofing Made of Expanded Polyethylene (Unicel) to the Market Goal

The objective of the research is to design a marketing plan1 to launch the waterproofing made of expanded polyethylene "Unicel" in the State of Tlaxcala, which is aimed at the segments: the general public of the municipality of Xaloztoc and the focused construction companies to the construction in the entity. The study is of a quantitative, sequential and probatory type, it is sequential and probative; each stage precedes the next, bypassing the steps, with a mixed approach consisting of the systematic integration of quantitative and qualitative methods in a single study in order to obtain a more complete "picture" of the phenomenon (Hernández Sampieri, Fernández Collado & Baptista Lucio, 2010), the population universe is defined with reference to the databases of the intercensal survey (INEGI, 2015), using the formula of finite populations of less than 500,000, which helps to determine the population samples for the two segments; for construction companies, stratification is done to be more precise. For the market study, the competition and the application of surveys to determine the acceptability of the waterproofing in the segments are identified. The results of the surveys are favorable which allows positioning the waterproofing and have coverage of other segments, 81% of construction companies are willing to acquire the product and 90% of the general public considers it attractive for consumption. It is also observed by the acquisition of sustainable products. With the results obtained, a marketing plan is designed which entails lines of action for each of the proposed strategies.