Análisis de las estrategias de marketing en el sector de productos químicos para limpieza y desinfección en la ciudad de Guayaquil.

Abstract

The industry of chemical products for cleaning and disinfection is an item that generates good income in Ecuador. In the city of Guayaquil there are many companies that are dedicated to the manufacture and marketing of these products, either for an industrial market segment where the products are specialized to the needs of a particular industry, production process or need, such as for the segment. Likewise, for the mass consumption and home segment, which focuses on satisfying basic cleaning needs in homes, without leaving aside changes in product development, presentation and marketing trends. In the present investigation we are going to collect information on the market of chemical products for cleaning the industrial segment and mass consumption. In addition, we will analyze the different marketing strategies that these companies use to capture their market share. In addition, we will interview leading players in the industry where they will comment on the strategies of the marketing mix; price, place, product, promotion, service, physical and personal evidence. In this way, it will be possible to have a broader vision of the sector, provide recommendations and current trends.