Las estrategias de comunicación aplicadas por las marcas de cubiertas de Galvalume.

Abstract

The high competitiveness demanded by the current market implies a challenge for any company, which is why the design of communication strategies has become a decisive tool to dissuade the client and remain profitable. The objective of this study was to analyze the communication strategies applied by galvalume roofing brands, considering that the roof is one of the most important structural components of any construction project. The methodology was carried out under a mixed descriptive approach. The interviews were used as an instrume nt, where its population were five marketing coordinators of the leading companies in the construction sector, these professionals have experience between 5 and 10 years and are responsible for the implementation of strategies, an additional interview was conducted to three distributors, who receive such communications at their points of sale from the companies that make galvalume covers. Then a comparative table was prepared where the marketing strategies used by galvalume companies were presented, as well as the actions they receive from distributors. The results indicate a lack of agility in the use of effective methods to promote their products and establish links with customers, according to the data obtained. It was concluded that e-commerce as well as marketing in social networks, search engine optimiza t io n and mail marketing would help to increase the impact that these communication strategies have on consumers.