Diseño de estrategias de comunicación para la marca gloria saltos en la Ciudad de Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación se enfoca en conocer la imagen que tienen las
mujeres acerca de la marca Gloria Saltos en la ciudad de Guayaquil, esto surge de la
necesidad de evaluar el reconocimiento debido a que en los últimos años la empresa
ha perdido participación dentro del mercado, ya que no se está proyectando la imagen
deseada, es por esto que se proponen estrategias de comunicación para generar
recordación de la marca y fortalecer su reconocimiento.
Como método de investigación se utilizó una entrevista a un especialista en
marketing y dos formatos de encuestas, para los clientes y otras para los que no son
clientes. La entrevista aporto con ideas para generar impacto en el desarrollo de la
renovación de la marca, que es justamente lo que a Gloria Saltos le hace falta, según
las encuestas realizadas, se pudo concluir que hay poca recordación de la marca y
como empresa no cuenta con una buena imagen, y es en base a esta investigación que
se desarrollaron estrategias de comunicación, que se enfoquen en un refrescamiento
de marca, que va desde la publicidad agresiva en los distintos medios, hasta la imagen
integral de la empresa.
This research work focuses on knowing the image that women have about the Gloria Saltos brand in the city of Guayaquil, this arises from the need to evaluate the recognition due to the fact that in recent years the company has lost participation in the market, that the desired image is not being designed, that is why communication strategies are proposed to generate the mark and strengthen its recognition. As a research method it is an interview for a marketing specialist and two survey formats, for clients and others for those who are not clients. The interview provided ideas to generate impact in the development of the renewal of the brand, which is exactly what Gloria Saltos needs, according to the surveys carried out, it was concluded that there is little recall of the brand and as a company it does not have a good image, and is based on research that focuses on communication strategies, which are oriented towards a refresher brand, ranging from aggressive advertising in different media, to the overall image of the company.
This research work focuses on knowing the image that women have about the Gloria Saltos brand in the city of Guayaquil, this arises from the need to evaluate the recognition due to the fact that in recent years the company has lost participation in the market, that the desired image is not being designed, that is why communication strategies are proposed to generate the mark and strengthen its recognition. As a research method it is an interview for a marketing specialist and two survey formats, for clients and others for those who are not clients. The interview provided ideas to generate impact in the development of the renewal of the brand, which is exactly what Gloria Saltos needs, according to the surveys carried out, it was concluded that there is little recall of the brand and as a company it does not have a good image, and is based on research that focuses on communication strategies, which are oriented towards a refresher brand, ranging from aggressive advertising in different media, to the overall image of the company.
Descripción
Palabras clave
COMUNICACIÓN, GUAYAQUIL, MUJERES, MARCA