Diseño de estrategias de marketing comunicacional de la marca Reset para la captación de clientes, año 2019
No hay miniatura disponible
Fecha
2019
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de titulación tiene como objetivo diseñar estrategias de marketing comunicacional de la marca Reset con la finalidad de captar clientes actuales y potenciales que consumen bebidas energizantes. La metodología aplicada en el proceso de investigación fue descriptiva a través de técnicas e instrumentos de investigación cualitativa mediante la realización de una entrevista semi-estructurada efectuada al Gerente de marca de Reset. Finalmente, se realiza una investigación descriptiva mediante la realización de encuestas a un grupo estratificado de personas que consumen bebidas energizantes, con la cual se obtuvo resultados que cumplieron con los objetivos planteados en el proyecto, exclusivamente para definir el perfil del consumidor de la marca Reset. Con dicha información se llevó a cabo el desarrollo de las estrategias de comunicación para lograr impulsar el reconocimiento de la marca y la captación de clientes para Reset en el periodo 2019-2020 tomando en cuenta las conclusiones y recomendaciones planteadas en el contenido de la investigación.
The present project has the objective of design communication strategies for the Reset brand in order to attract current and potential customers who consume energy drinks. The methodology applied in the research process was descriptive through qualitative research techniques and instruments by conducting a semi-structured interview conducted with the Reset Brand Manager. Finally, a descriptive research is carried out by conducting surveys to a stratified group of people who consume energy drinks, with which results were obtained that met the objectives set in the project, exclusively to define the consumer profile of the brand Reset . With this information, the development of communication strategies was carried out to achieve the promotion of the recognition of the brand and the recruitment of clients for Reset in the period 2019-2020, taking into account the conclusions and recommendations raised in the content of the investigation.
The present project has the objective of design communication strategies for the Reset brand in order to attract current and potential customers who consume energy drinks. The methodology applied in the research process was descriptive through qualitative research techniques and instruments by conducting a semi-structured interview conducted with the Reset Brand Manager. Finally, a descriptive research is carried out by conducting surveys to a stratified group of people who consume energy drinks, with which results were obtained that met the objectives set in the project, exclusively to define the consumer profile of the brand Reset . With this information, the development of communication strategies was carried out to achieve the promotion of the recognition of the brand and the recruitment of clients for Reset in the period 2019-2020, taking into account the conclusions and recommendations raised in the content of the investigation.
Descripción
Palabras clave
ESTRATEGIAS, MARKETING, PUBLICIDAD, ENERGIZANTES