ANÁLISIS DEL COMPORTAMIENTO DEL CONSUMIDOR DE LA EMPRESA HERMAPROVE S.A, PARA LA REALIZACION DE UNA CAMPAÑA DE COMUNICACIÓN PUBLICITARIA SECTOR CONSTRUCTORA DE LA CIUDAD DE GUAYAQUIL EN LA ALBORADA 8AVA ETAPA.
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Fecha
2017-07
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UNIVERSIDAD DE GUAYAQUIL
Resumen
Este trabajo está enfocado para desarrollar en la empresa Hermaprove S.A
una campaña de comunicación publicitaria que permita desarrollar estrategias para
el crecimiento de las ventas. En el sector de las constructoras se admita conocer
más los productos y servicios que ofrece actualmente y así lograr un
posicionamiento en las constructoras del sector de la Alborada octava etapa de la
ciudad de Guayaquil. El problema de la empresa Hermaprove S.A, es que no se
ha realizado hasta la actualidad ningún tipo de estrategias publicitarias o de
comunicación con los clientes del sector constructoras lo que repercute de manera
significativa en la rentabilidad ya que las ventas no son esperadas. La situación ha
sido analizada por los propietarios de la empresa y están dispuestos a realizar una
campaña de comunicación publicitaria que permita revertir la situación presentada
hasta el momento. Mejorar la participación en el mercado, incrementar los
porcentajes de ventas y mejorar la rentabilidad de la empresa. En la campaña de
comunicación publicitaria se realizará estrategias enfocadas en llegar con un
mensaje directo a los clientes que permita fidelizar a los actuales y encaminar la
captación de nuevos clientes. Ofreciendo todos los productos y servicios que nos
permitan llegar a ser la primera opción de compra de materiales para la
construcción en el sector constructoras.
This work is focused to develop in the company Hermaprove S.A an advertising communication campaign that allows to develop strategies for the growth of the sales. In the construction sector, it is possible to know more about the products and services offered at the moment and thus achieve a positioning in the construction companies of the sector of the eighth stage of the city of Guayaquil. The problem of the company Hermaprove S.A is that to date there has been no advertising or communication strategies with customers in the construction sector which has a significant impact on profitability since sales are not expected. The situation has been analyzed by the owners of the company and they are ready to carry out an advertising communication campaign that allows to reverse the situation presented until the moment. Improve market share, increase sales percentages and improve the profitability of the company. In the campaign of advertising communication will be realized strategies focused on arriving with a direct message to the clients that allows to loyal to the current ones and to direct the capture of new clients. Offering all the products and services that allow us to become the first option to purchase materials for construction in the construction sector.
This work is focused to develop in the company Hermaprove S.A an advertising communication campaign that allows to develop strategies for the growth of the sales. In the construction sector, it is possible to know more about the products and services offered at the moment and thus achieve a positioning in the construction companies of the sector of the eighth stage of the city of Guayaquil. The problem of the company Hermaprove S.A is that to date there has been no advertising or communication strategies with customers in the construction sector which has a significant impact on profitability since sales are not expected. The situation has been analyzed by the owners of the company and they are ready to carry out an advertising communication campaign that allows to reverse the situation presented until the moment. Improve market share, increase sales percentages and improve the profitability of the company. In the campaign of advertising communication will be realized strategies focused on arriving with a direct message to the clients that allows to loyal to the current ones and to direct the capture of new clients. Offering all the products and services that allow us to become the first option to purchase materials for construction in the construction sector.
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Palabras clave
PUBLICIDAD, CAMPAÑAS PUBLICITARIAS, SECTOR CONSTRUCCIÓN, VENTAS, POSICIONAMIENTO
Citación
APA