Estrategias de marketing para la comercialización de sistemas de purificación de aire en la ciudad de Guayaquil.

Abstract

Covid-19 pandemic marks an important milestone in the industry of air purification systems because people start considering those as a necessity, instead of a luxury. Since that pandemic, people start being aware about how important is to have indoor air quality. In the city of Guayaquil, exists a limited quantity of businesses dedicated to the commercialization of air purifier systems, either for hospitals or for homes. Hereafter, information about the market of air purifier systems is collected. In addition, different marketing strategies that businesses use to obtain the market share are analyzed. Apart from that, the ones who perform an important role in the industry are interviewed in depth in order that they can provide information about the different marketing strategies, especially those of marketing mix: price, place, promotion, product, and service. Therefore, is shown that, apart from the telemarketing strategy, is important the application of digital marketing strategies.