“Estrategia de Social Media para el desarrollo de canales de distribución en el micro emprendimiento Licor Doquier “
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Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente proyecto busca el posicionamiento de la licorería Licor Doquier en el sector de la Autopista Narcisa de Jesús mediante estrategias social media para implementar mejoras en el canal de distribución. Se utilizaron instrumentos de investigación como el cuestionario, la entrevista y la observación no participante para la muestra estadística de 382 personas encuestadas por Google Forms. Se pudo analizar que a la gran mayoría les gusta realizar compras con envíos a domicilio beneficiando al emprendimiento, utilizando plataformas Delivery como Glovo. y Uber Eats.
El grupo objetivo se siente atraído con cierto tipo de contenido en las redes sociales como lo son los videos Reels, Post informativos y fotos creativas. Se pudo detectar que también muestran un gran interés en las promociones. Al momento de tener la necesidad de comprar productos y servicios de su interés utilizan Facebook, Instagram y Whatsapp como principal medio. Se crearon estrategias Social Media para generar engagement de acuerdo a las respuestas de la muestra encuestada y el benchmarking con la competencia directa de la licorería. El presente proyecto cumplió con todos los objetivos propuestos.
This project seeks to position the Liquor Doquier liquor store in the Narcisa de Jesús highway sector through social media strategies to implement improvements in the distribution channel. Research instruments such as the questionnaire, the interview and the non-participant observation were used for the statistical sample of 382 people surveyed by Google Forms. It was possible to analyze that in most cases they like to make purchases with home delivery, benefiting the enterprise, using Delivery platforms such as Glovo. and Uber Eats. The target group is attracted to certain types of content on social media such as video reels, informational posts, and creative photos. It was found that they also show great interest in promotions. When they have the need to buy products and services of their interest, they use Facebook, Instagram and WhatsApp as the main means. Social Media strategies were created to generate engagement according to the responses of the surveyed sample and the benchmarking with the direct competition of the liquor store. This project met all the proposed objectives.
This project seeks to position the Liquor Doquier liquor store in the Narcisa de Jesús highway sector through social media strategies to implement improvements in the distribution channel. Research instruments such as the questionnaire, the interview and the non-participant observation were used for the statistical sample of 382 people surveyed by Google Forms. It was possible to analyze that in most cases they like to make purchases with home delivery, benefiting the enterprise, using Delivery platforms such as Glovo. and Uber Eats. The target group is attracted to certain types of content on social media such as video reels, informational posts, and creative photos. It was found that they also show great interest in promotions. When they have the need to buy products and services of their interest, they use Facebook, Instagram and WhatsApp as the main means. Social Media strategies were created to generate engagement according to the responses of the surveyed sample and the benchmarking with the direct competition of the liquor store. This project met all the proposed objectives.
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EMPRENDIMIENTO, MARKETING DIGITAL, IMBOUND MARKETING, CANAL DE DISTRIBUCIÓN
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