Diseño de estrategia de comunicación para la marca Bioingenio año 2021
Fecha
2021
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
Las estrategias de comunicación planteadas y aplicadas de una manera correcta, siguiendo los parámetros establecidos en una investigación previa, ayudan a una persona, marca o entidad a proyectarse de forma eficaz hacia un público determinado; de esa manera puede informar sobre su existencia, sobre lo que ofrece y sobre lo que hace a un mercado determinado con el fin de ganar mayor participación en él o adentrarse en uno nuevo. Con el presente documento se plantearon estrategias comunicativas para la marca BIOINGENIO con el fin de que pueda alcanzar el reconocimiento y posteriormente a un posicionamiento en el mercado ecuatoriano. Se aplicaron técnicas y métodos de investigación que permitieron llevar un lineamiento de los resultados obtenidos, hubo una investigación basada en antecedentes teóricos y conceptuales que ayudaron a establecer la problemática de la marca y así poder determinar los objetivos a cumplir. También se recopiló información de una muestra poblacional de 384 personas con características comunes que pudieron aportar con la perspectiva del negocio hacia convertirse en un E-commerce; misma que permitió organizar una propuesta en base a las necesidades del emprendimiento y establecer proyecciones de venta con la finalidad de obtener un beneficio mayor al costo de inversión.
The communication strategies raised and applied in a correct way, following the parameters established in a previous investigation, help a person, brand or entity to project itself effectively towards a specific audience; In this way you can inform about its existence, what it offers and what it does to a given market in order to gain a greater share in it or enter a new one. With this document, communication strategies were proposed for the BIOINGENIO brand so that it can achieve recognition and subsequently a positioning in the Ecuadorian market. Research techniques and methods were applied that allowed to carry out a guideline of the obtained results, there was an investigation based on theoretical and conceptual antecedents that helped to establish the brand's problems and thus be able to determine the objectives to be met. Information was also collected from a population sample of 384 people with common characteristics who could contribute with the perspective of the business to become an E-commerce; It allowed to organize a proposal based on the needs of the entrepreneurship and establish sales projections in order to obtain a benefit greater than the investment cost.
The communication strategies raised and applied in a correct way, following the parameters established in a previous investigation, help a person, brand or entity to project itself effectively towards a specific audience; In this way you can inform about its existence, what it offers and what it does to a given market in order to gain a greater share in it or enter a new one. With this document, communication strategies were proposed for the BIOINGENIO brand so that it can achieve recognition and subsequently a positioning in the Ecuadorian market. Research techniques and methods were applied that allowed to carry out a guideline of the obtained results, there was an investigation based on theoretical and conceptual antecedents that helped to establish the brand's problems and thus be able to determine the objectives to be met. Information was also collected from a population sample of 384 people with common characteristics who could contribute with the perspective of the business to become an E-commerce; It allowed to organize a proposal based on the needs of the entrepreneurship and establish sales projections in order to obtain a benefit greater than the investment cost.
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Palabras clave
ESTRATEGIAS, E-COMMERCE, EMPRENDIMIENTO
Citación
APA