Diseño de estrategia de posicionamiento de la marca Vanessa Córdova Spa y Peluquería en la provincia de Santa Elena.

Abstract

The purpose of this study is to define the ideal strategies to strengthen the positioning of the brand, Vanessa Spa & Peluquería. The sector in which the aesthetic centers work has achieved constant growth, providing services oriented to the care of beauty and personal image, the fierce competition forces competitors to improve day by day to be at the forefront of the business, for this reason strategies are presented to achieve positioning in the market of the province of Santa Elena, Business whose main mission is to provide a specialized service to customers with personalized attention. The market is presented with great expectations, since there is a high movement regarding the services provided, every week institutional or family social events are developed and customers look for where to prepare for such presentations and meet their quality service needs with trained personnel, this is what Vanessa Córdova Spa & Hairdresser offers, differentiating itself from its competitors by the products and services it uses in the process and the professionalism of the collaborators. Market research will establish the attractiveness of the business by the dynamics of the sector and the ability to couple. The results obtained demonstrate the acceptance of the proposal, implement positioning strategies since the objectives of the company can be met in real terms and reach the expected market share and thus improve the profitability of Vanessa Córdova Spa & Peluquería.