Diseño de estrategias de comunicación para el posicionamiento de la marca de productos químicos Tecnoquim en la ciudad de Guayaquil.

Abstract

Tecnoquim is a company that manufactures and markets chemical products since 1998 for the cleaning and disinfection of various industries and offers comprehensive solutions with excellent quality goods and services for its customers. Therefore, for the present project, the analysis of the microenvironment and the macroenvironment was carried out to inquire about the factors that affect the company. In addition, surveys and interviews were conducted with citizens between 30 and 45 years of age who reside in the city of Guayaquil to learn about the purchase behavior of Guayaquil residents regarding chemical cleaning and disinfection products. Therefore, the design of communication strategies for the positioning of the brand of chemical products Tecnoquim in the city of Guayaquil was proposed. Finally, the financial analysis was carried out where the marketing ROI resulted in 37.24, so the feasibility of the project was verified.