Estrategias de comercialización para los sistemas de tratamiento de agua de la empresa Kumix S.A.

Abstract

This degree project is based on the search for positioning strategies for the Kumix S.A. purifier line. and whose commercial name "Almacenes Estuardito", which although it is positioned in the Guayaquil market, the indicators of its line of water treatment systems (purifiers) are not commercialized in a massive way, due to the little publicity that exists. For many years, the sales process has been carried out through Telemarketing and despite the fact that the company has a store and many clients for its other lines of trade of various products, a marketing plan has not been determined to increase the presence of purifiers, as well as little has been done to ensure that the company has an adequate position in this line of products, which are marketable due to the importance that people give to the consumption of purified water at present. This project is viable because it will help the company to be better known within its field of application, which for now is the city of Guayaquil, where for more than 12 years it has been working in other product lines that it imports, however, the purifiers line does not even have a point of sale in stores, so it was determined to work with a digital pattern plan, create a new identity for that line and develop POP material for distribution and achieve the objectives set within the project.