Plan de marketing social para el consorcio Puerto Limpio en la ciudad de Guayaquil.

Abstract

In the present titling project, a social marketing plan has been developed for Puerto Limpio consortium, a company contractually responsible for providing waste collection and street sweeping services in Guayaquil, in addition, in conjunction with the Directorate of Municipal Cleanliness, this company carries out educational and preventive campaigns with the main interest of eradicating garbage overcrowding that causes discomfort among the inhabitants. This project seeks to raise the awareness of the inhabitants of Guayaquil canton to the correct classification of household solid waste and its disposal of waste to the collector. In the first chapter of the project, we can observe the foundation of the conceptual base that was used for the development of all the subjects covered. In the second chapter you can observe the macro and micro environment variables, which influence the consortium in a positive and negative way, which serves for the respective situational analysis. In the third chapter, a descriptive market research is developed through the qualitative tools, focus groups and in-depth interviews, as well as the quantitative ones that are the surveys. In the fourth chapter the marketing mix is carried out, and the activities are planned to then elaborate a budget that details promotion and publicity expenses for an effective awareness campaign.