Desarrollo de un plan de marketing para el reconocimiento de la marca de lubricantes Phillips 66 en la ciudad de Guayaquil.

Abstract

This project aims to develop a Marketing Plan for the recognition of the Phillips 66 brand in the city of Guayaquil, a descriptive-explanatory study was conducted, with a quantitative and qualitative approach, for the collection of data a questionnaire was applied validated and adapted from Ortega, J. (2015) to a sample of 384 users from different sectors of the city of Guayaquil, within the product preferences is quality, performance and price, in addition to 78% of them did not know about the Phillips 66 brand. Also, interviews were conducted with the main direct actors that recommend the brand because it is of good quality, meets the best international standards, affordable price, however, they agreed that the unawareness of the name of the product makes the users do not ask for it and therefore it has internal consequences of low turnover and is a marketing barrier. In response to these considerations, it is proposed to carry out a Marketing Plan that involves the actors that commercialize the Phillips 66 lubricant such as distributors who own lubricators and end users, which has also been complemented by mass media activities communication.