Diseño de estrategias de comunicación para la empresa Coser&Coser en la ciudad de Guayaquil.

Abstract

The company Coser&Coser is dedicated to the sale of promotional products, sublimation and sewing machines (domestic, industrial and semiindustrial), spare parts and classes for sublimation. The main problem is to publicize the portfolio of promotional products to the target audience because this line was implemented a few years ago to the company, which is why an analysis was conducted to 10 microenterprises in which the use of social networks to increase sales and profitability was presented. In addition, a situational analysis of the company was conducted to learn about the variety of products, the textile sector, the country's macro-environment and the company's sales. Through market research in which we analyzed the purchase behavior of sublimation items, customer profile, product attributes and media through surveys focused on 383 people who purchase promotional products and interviews with three external people working in this sector, which resulted in the use of different tools to reach the consumer. Based on what was evaluated in the aforementioned responses, a marketing plan was developed focused on the use of social networks in which valuable content will be shown, interaction through the website, direct mailings to customers, promotions and merchandising, in addition to improving processes, communication with employees and assessment of service and product quality. Finally, the income, expenses and benefits of the project were detailed, which resulted in an increase in sales and a return of 0.31.