Diseño de estrategias de marketing para el canal mayorista de la Distribuidora Zuore en la ciudad de Guayaquil.

Abstract

The Distribuidora Zuore, is a company that is dedicated to the commercialization of beauty products and other articles oriented to personal care. In recent months, the company has experienced a drop in sales due to the lack of strategies applied to its client portfolio. Under this context, this study is carried out with the objective of designing marketing strategies for the wholesale channel of Distribuidora Zuore in the city of Guayaquil. The methodological approach integrates descriptive research and the application of surveys and interviews. Within the results, it was evidenced that the Facebook social network is determined as the main element of information about the company's products; while, the quality of the products and the competitiveness of prices are established as the decisive factors of purchase. The negative aspects derive from the inadequate handling of social networks and marketing strategies, as well as the positioning in the consumer's mind. As elements of improvement in the company, the logo, advertising system, implementation of a Community Manager, customer service, increased activity in social networks, email and video marketing, website construction, integration of influencers, recommendation marketing stand out, loyalty and trade marketing. The development of such strategies presents an ROI of 304.1%, IRR of 141.6% and NPV of $ 3,009.0.