Estrategias de comunicación integral para la marca Vehicolor en la ciudad de Guayaquil
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El desarrollo de esta investigación en estudio nace con el objetivo de desarrollar estrategias
de comunicación integral para ampliar el mercado de la marca Vehicolor, Para la investigación
se tomó en cuenta una población de 199 entre estos dueños de talleres, maestro automotriz y
consecionarios autorizados, tomando como muestra 132 personas para recabar información a
través de la encuesta, a través de esta se logró identificar preferencias importantes del cliente a
partir de estos resultados se determinaron estrategias de comunicación idóneas para lograr que
la marca Vehicolor incremente su participación de mercado, pues en la investigación fue
evidente la relación que existe entre las estrategias de comunicación y el ser una empresa con
años de experiencia el en mercado, respecta conseguir importantes niveles de venta, generar
valor, reconocimiento de marca, y posicionamiento.
The development of this research under study was created with the objective of developing integral communication strategies to expand the Vehicolor brand market. For the research, a population of 199 was taken into account among these workshop owners, automotive master and authorized dealers, taking As 132 people show to gather information through the survey, through this it was possible to identify important preferences of the client based on these results, appropriate communication strategies were determined to achieve that the Vehicolor brand increases its market share, since in the research was evident the relationship between communication strategies and being a company with years of experience in the market, it is important to achieve important sales levels, generate value, brand recognition, and positioning.
The development of this research under study was created with the objective of developing integral communication strategies to expand the Vehicolor brand market. For the research, a population of 199 was taken into account among these workshop owners, automotive master and authorized dealers, taking As 132 people show to gather information through the survey, through this it was possible to identify important preferences of the client based on these results, appropriate communication strategies were determined to achieve that the Vehicolor brand increases its market share, since in the research was evident the relationship between communication strategies and being a company with years of experience in the market, it is important to achieve important sales levels, generate value, brand recognition, and positioning.
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Palabras clave
MARKETING INTEGRAL, COMUNICACIÓN, ESTRATEGIAS, MARCA