Diseño de estrategias de comunicación para la marca ILE en la zona norte de la Ciudad de Guayquil para el año 2018
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación tiene como objetivo diseñar estrategias de comunicación para la marca ILE en la zona norte de la ciudad de Guayaquil, con el fin de incentivar el reconocimiento de la marca la cual se ve afectada, pues a pesar de tener 18 años en el mercado la marca no ha logrado que los clientes la identifiquen y siempre la prefieran. La marca tiene una gran variedad de productos de condimentos de especias a precios competitivos que ofrecen a sus clientes, pero debido a la carencia de comunicación, no se ha logrado mayor reconocimiento de la marca. Por lo consiguiente en la investigación se tomó en cuenta la población de habitantes que se encuentran en la zona norte de Guayaquil (tarqui) con una cantidad de 643.275 de ciertas edades, dando como resultado un tamaño de muestra de 384 personas para recolectar datos específicos a través de un método cuantitativo, conformado por 10 interrogantes, la encuesta que se realiza es para identificar las preferencias de los consumidores como entre estos tenemos las promociones que les atraen en el momento de la compra, y los medios de comunicación que se le da la producto. Por medio de estos resultados se logra determinar una buena propuesta de estrategias para alcanzar un mayor reconocimiento de la marca ILE en la zona norte de Guayaquil y llegue a ser el número 1 en el mercado de condimentos y especias.
The present work of qualifications it has as aim design strategies of communication for the brand Ile in the north zone of the city of Guayaquil, in order to stimulate the recognition of the brand which meets affected, since in spite of having 18 years on the market the brand it has not achieved that the clients identify her and always they prefer it. The brand has a great variety of products of spices of spices to competitive prices that offer his clients, but due to the lack of communication, major recognition of the brand has not been achieved. For the consequent thing in the investigation there bore in mind the population of inhabitants who meet in the north zone of Guayaquil (tarqui) a quantity of 643 ' 275 of certain ages, giving like proved a size of sample of 384 persons to gather specific information across a quantitative method shaped by 10 questions, the survey that is realized it is to identify the preferences of the consumers since between these we have the promotions that attract them in the moment of the purchase, and the mass media that the product gives him. By means of these results it is achieved to determine a good offer of strategies to reach a major recognition of the brand Ile in the north zone of Guayaquil and come to do the number 1 on the market of spices and spices.
The present work of qualifications it has as aim design strategies of communication for the brand Ile in the north zone of the city of Guayaquil, in order to stimulate the recognition of the brand which meets affected, since in spite of having 18 years on the market the brand it has not achieved that the clients identify her and always they prefer it. The brand has a great variety of products of spices of spices to competitive prices that offer his clients, but due to the lack of communication, major recognition of the brand has not been achieved. For the consequent thing in the investigation there bore in mind the population of inhabitants who meet in the north zone of Guayaquil (tarqui) a quantity of 643 ' 275 of certain ages, giving like proved a size of sample of 384 persons to gather specific information across a quantitative method shaped by 10 questions, the survey that is realized it is to identify the preferences of the consumers since between these we have the promotions that attract them in the moment of the purchase, and the mass media that the product gives him. By means of these results it is achieved to determine a good offer of strategies to reach a major recognition of the brand Ile in the north zone of Guayaquil and come to do the number 1 on the market of spices and spices.
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COMUNICACIÓN, RECONOCIMIENTO, MARCA, MEDIOS DIGITALES