Análisis de mercado para la implementación de estrategias OTL en la empresa PRACTIPOWER S.A. de la ciudad de Guayaquil
Fecha
2017-06
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UNIVERSIDAD DE GUAYAQUIL
Resumen
En este trabajo de grado se presenta la investigación realizada sobre la cultura del
reciclaje en la sociedad guayaquileña. Se conoció al grupo de estudio mediante encuestas,
observaciones y entrevistas, para así poder saber cuáles son sus motivaciones al momento
de reciclar.
Gracias a esta investigación se pudo conocer cuáles son los medios más
consumidos por el segmento meta, esto permitió conocer que la forma acertada
comunicarnos con el segmento es mediante redes sociales.
Toda la información obtenida en la investigación ha permitido realizar una
estrategia OTL, la cual está pensada en poder brindar bienestar a la comunidad, tanto
ecológica como económicamente.
This work presented the research realized based on knowing the culture of recycling in Guayaquil. The group of study was known through surveys, observations and interviews, in order to learn what are motivated them to recycle. Thanks to this research it was possible to know which the most consumed media by the target segment are, this allowed to understand that the correct way to communicate with the segment is through social networks. All the information obtained in the research has made possible an Digital Marketing Strategy, which is thought to be able to provide welfare to the community, both ecologically and economically.
This work presented the research realized based on knowing the culture of recycling in Guayaquil. The group of study was known through surveys, observations and interviews, in order to learn what are motivated them to recycle. Thanks to this research it was possible to know which the most consumed media by the target segment are, this allowed to understand that the correct way to communicate with the segment is through social networks. All the information obtained in the research has made possible an Digital Marketing Strategy, which is thought to be able to provide welfare to the community, both ecologically and economically.
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Palabras clave
ESTRATEGIAS DE MARKETING, MARKETING SOCIAL, MARKETING VIRAL, CONSUMIDOR 2.0
Citación
APA