Diseño de un plan de comunicación para la tienda de ropa Aliz en el cantón Bolívar de la provincia de Manabí.

Abstract

The Aliz store is a company dedicated to the sale of fashion clothing aimed at women between 18 to 35 years old by physical and virtual means. The problem that afflicts this organization focuses on the decrease in sales, a situation that has been generated since 2018. Consequently, the present study supports the objective of establishing communication strategies that improve the sales of the Aliz clothing store. in the Bolívar canton of the Manabí province, through the development of a proposal. Through an exploratory and descriptive research design, together with the application of surveys and the Focus Group, it was evidenced that the largest segment of Aliz's clients are young women aged 18-29 who purchase casual garments on a quarterly basis while maintaining an expense of $ 30- $ 59. The most valued features in online stores involve the offer of varied designs, discounts and promotions. Due to the data derived from the market analysis, the proposed marketing strategies consisting of the expansion of the product portfolio and the design of the garments, development of sales, delivery of promotions / discounts, creation of a website, of new applications, implementation of GiftCard, increased movement in social networks in combination with paid advertising. The marketing plan is characterized by being viable given the holding of an IRR of 53.9%, NPV of $ 1,567.66 and an ROI of 284.8%.