Plan de marketing para la marca de zapatos pancos alpargatas en la ciudad de Guayaquil.

Abstract

The project presented consists in the elaboration of a marketing plan for the brand Pancos espadrilles in Guayaquil city with the purpose of obtaining an opportunity in Guayaquil’s market for this footwear category which at the moment is a trend in Ecuador and around the world. Pancos is a company dedicated to make handmade shoes with techniques that were provided from artisans in Otavalo. The situational analysis made of Ecuador and the performance of the construction industry, the essential keys and the values that determine the opportunities that exist throughout the development of the project conclude that the cultural and political factors are the greates influencers of the internal project. In addition of knowing the competitive environment that currently has the category and that it has great potential to growth for the brand, since it uses new craft trends in the market combined with modern designs. In the other hand, market research, products within the category of handmade shoes and consumers in Ecuador have a notorious interest to purchase handmade footwear. Likewise, it was determined the opinion people had on the logo Pancos is currently managing, the strategies of the communication campaign and other elements that welcome the brand in Guayaquil’s market and the visits and purchases in the physical store. Therefore, an approach was used to increase digital technologies seems it was the preference of consumers, clients and users investigated. A financial analysis is performed in order to measure the profitability of the project by increasing sales, in addition to analyzing the feasibility of the same indicator such as marketing ROI, which are shown in a favorable scenario for the development of the project, obtaining a much clearer picture for the company in case of applying the project and start showing viable and effective solutions.