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Estrategia de marketing y publicidad en la Vulcanizadora y Lavadora Wachito de la cuidad de Babahoyo en el periodo 2022.
| dc.contributor.advisor | Ortiz Campi, Juan Oswaldo | |
| dc.contributor.author | Cuello Ruiz, Kennia Suymey | |
| dc.date.accessioned | 2023-10-18T14:45:06Z | |
| dc.date.available | 2023-10-18T14:45:06Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14697 | |
| dc.description | The company "Lavadora y Vulcanizadora Wachito" in Babahoyo, with a decade of experience in oil changes, maintenance and sale of spare parts for vehicles and buses, faces a decrease in its income due to growing competition and lack of adaptation to modern strategies marketing, such as the use of social networks. The general objective of this study is to analyze the company's advertising and its weak points. Specific objectives include evaluating current advertising strategies, analyzing brand perception, and identifying areas for improvement in advertising strategies. The results reveal that current strategies focus on traditional media, limiting their reach and ability to measure impact. The "Wachito" brand fails to establish an effective connection with the target audience. Therefore, a transformation towards digital marketing strategies and an active presence on social networks is recommended. This includes creating profiles on platforms such as Facebook, Instagram and Twitter, along with investing in targeted online advertising. Furthermore, it is suggested to develop a strong and coherent brand identity to improve brand perception. To ensure the success of these strategies, it is proposed to establish clear monitoring and evaluation metrics, which will allow measuring the impact of the strategies, such as the increase in interaction on social networks and traffic to the website, and adjust them as necessary, the The company must adapt to new marketing and advertising trends to regain its competitiveness in the market. | es_ES |
| dc.description | The company "Lavadora y Vulcanizadora Wachito" in Babahoyo, with a decade of experience in oil changes, maintenance and sale of spare parts for vehicles and buses, faces a decrease in its income due to growing competition and lack of adaptation to modern strategies marketing, such as the use of social networks. The general objective of this study is to analyze the company's advertising and its weak points. Specific objectives include evaluating current advertising strategies, analyzing brand perception, and identifying areas for improvement in advertising strategies. The results reveal that current strategies focus on traditional media, limiting their reach and ability to measure impact. The "Wachito" brand fails to establish an effective connection with the target audience. Therefore, a transformation towards digital marketing strategies and an active presence on social networks is recommended. This includes creating profiles on platforms such as Facebook, Instagram and Twitter, along with investing in targeted online advertising. Furthermore, it is suggested to develop a strong and coherent brand identity to improve brand perception. To ensure the success of these strategies, it is proposed to establish clear monitoring and evaluation metrics, which will allow measuring the impact of the strategies, such as the increase in interaction on social networks and traffic to the website, and adjust them as necessary, the The company must adapt to new marketing and advertising trends to regain its competitiveness in the market. | es_ES |
| dc.description.abstract | La empresa "Lavadora y Vulcanizadora Wachito" en Babahoyo, con una década de experiencia en cambio de aceite, mantenimiento y venta de repuestos para vehículos y buses, enfrenta una disminución en sus ingresos debido a la creciente competencia y la falta de adaptación a estrategias modernas de marketing, como el uso de redes sociales. El objetivo general de este estudio es analizar la publicidad de la empresa y sus puntos débiles. Los objetivos específicos incluyen la evaluación de las estrategias publicitarias actuales, el análisis de la percepción de la marca y la identificación de áreas de mejora en las estrategias de publicidad. Los resultados revelan que las estrategias actuales se centran en medios tradicionales, limitando su alcance y capacidad de medir el impacto. La marca "Wachito" no logra establecer una conexión efectiva con el público objetivo. Por lo tanto, se recomienda una transformación hacia estrategias de marketing digital y una presencia activa en redes sociales. Esto incluye la creación de perfiles en plataformas como Facebook, Instagram y Twitter, junto con la inversión en publicidad en línea segmentada. Además, se sugiere desarrollar una identidad de marca sólida y coherente para mejorar la percepción de la marca. Para asegurar el éxito de estas estrategias, se propone establecer métricas claras de seguimiento y evaluación, que permitirán medir el impacto de las estrategias, como el aumento en la interacción en redes sociales y el tráfico al sitio web, y ajustarlas según sea necesario, la empresa debe adaptarse a las nuevas tendencias de marketing y publicidad para recuperar su competitividad en el mercado. | es_ES |
| dc.format.extent | 37 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Competencia | es_ES |
| dc.subject | Redes Sociales | es_ES |
| dc.subject | Adaptación | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.title | Estrategia de marketing y publicidad en la Vulcanizadora y Lavadora Wachito de la cuidad de Babahoyo en el periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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