Comunicación integrada de marketing para el banco del litoral, Guayaquil 2021.
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El sector financiero en la actualidad ha contribuido a gran escala para el desarrollo económico del país, por esto, la reciente tesis busca que el Banco del Litoral S.A de Guayaquil aumente participación en el mercado nacional, a través de un análisis situacional interno y externo de la entidad se conoce los puntos débiles para mejorar o diseñar tácticas y recomendar soluciones, también se ejecuta una encuesta para conocer la percepción de los participantes ante el uso de los servicios en los canales digitales y determinar las formas de satisfacer las necesidades expresadas, en secuencia a la investigación se realiza una entrevista al contralor del banco para estar al tanto del manejo comunicacional del mercadeo, una vez culminada las metodología mencionada, se elabora estrategias de comunicación integrada de marketing con el objetivo general de incrementar la captación de clientes y posicionar a la entidad en el mercado local, la propuesta consiste en incrementar el tráfico de la publicidad de los productos y servicios, la atracción y fidelización de los afiliados por medio de promociones; como también potenciar las relaciones públicas; finalmente se establece que el plan propuesto es viable debido a que se obtiene un ROI del 5%.
The financial sector at present has contributed on a large scale to the economic development of the country, therefore, the recent thesis seeks that Banco del Litoral SA of Guayaquil increase participation in the national market, through an internal and external situational analysis of the entity knows the weak points to improve or design tactics and recommend solutions, a survey is also carried out to know the perception of the participants regarding the use of services in digital channels and determine the ways to satisfy the expressed needs, in sequence After the investigation, an interview is carried out with the bank's controller to be aware of the communicational management of the marketing, once the aforementioned methodology is completed, integrated marketing communication strategies are developed with the general objective of increasing customer acquisition and positioning the company entity in the local market, the proposal is to increase the traffic of the publicity of products and services, attraction and loyalty of affiliates through promotions; as well as promoting public relations; finally it is established that the proposed plan is viable due to the fact that an ROI of 5% is obtained.
The financial sector at present has contributed on a large scale to the economic development of the country, therefore, the recent thesis seeks that Banco del Litoral SA of Guayaquil increase participation in the national market, through an internal and external situational analysis of the entity knows the weak points to improve or design tactics and recommend solutions, a survey is also carried out to know the perception of the participants regarding the use of services in digital channels and determine the ways to satisfy the expressed needs, in sequence After the investigation, an interview is carried out with the bank's controller to be aware of the communicational management of the marketing, once the aforementioned methodology is completed, integrated marketing communication strategies are developed with the general objective of increasing customer acquisition and positioning the company entity in the local market, the proposal is to increase the traffic of the publicity of products and services, attraction and loyalty of affiliates through promotions; as well as promoting public relations; finally it is established that the proposed plan is viable due to the fact that an ROI of 5% is obtained.
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ESTRATEGIA, PUBLICIDAD, PROMOCIONES, RELACIONES PÚBLICAS