Estrategia digital idónea para el posicionamiento de la marca Kycasdetalles en la ciudad de Guayaquil.

Abstract

This research work is about the company Kycasdetalles, which is a company dedicated to the sale of details with chocolates, flowers, pastries, among others, at home, has a weakness with the positioning of its brand. Its objective is to establish a strategy that allows brand positioning and customer loyalty, increasing sales using technological factors. Therefore it has been investigated the different theories that this entails and also the current analysis of this company. The strategy to implement is the M-commerce, which is the application by cell phone, is validated by experts in the field and has obtained opinions collected through surveys made to the average of current customers, to finally assess how much the implementation of the same influences the brand. The cellular application is something new and creates a certain competitive advantage, however the main characteristics that customers seek for the use of it are: Quality, service and speed. Therefore the digital proposal will have options so that the customer has a personalized attention and can place the order wirelessly from anywhere in Guayaquil ; with this you can follow up and even obtain a reward plan for recurrent use of the service. It is estimated that the greatest use of this tool will be made by millennials, since they have more to do with this kind of tools.