Plan de marketing para posicionar la marca de pañales de adultos Cotidian en la ciudad de Guayaquil.

Abstract

The marketing plan aims to execute promotion and sale strategies, which is carried out in order to increase the market share of the diaper brand for everyday adults. The general objective of the work focused on designing a marketing plan to position the brand of daily adult diapers in the city of Guayaquil. The research methodology addressed was mixed approach with descriptive and explanatory scope, complemented with a deductive and inductive method and non -experimental cross -sectional design. Likewise, the survey and interview for data collapse was made to a sample composed of 384 people. Among the main results were that there is a market for people 40 years and older who suffer from incontinence. In relation to people's preferences, it was deduced that they prefer electronic commerce, supermarkets and pharmacies to acquire adult diapers and factors that affect the purchase decision are price, quality and absorption. Based on what was described, digital marketing strategies were developed using social networks where product information was disseminated through guidelines on Facebook and Instagram, as well as, promotional activation was carried out with stands in supermarket my police station and in Medicity pharmacies. With respect to the viability of the strategies, it was stressed that it is adequate to obtain utility in the loan acquired, leaving a cost/benefit of 1.2 and ROI of 16.5%.