Plan de marketing integral para la empresa Atres Plus Quito-Ec.

Abstract

This paper develops a Comprehensive Marketing Plan for Atres Plus, a company located in Quito, with the goal of increasing brand visibility, boosting sales, and consolidating customer loyalty. The research shows that the company has opportunities in the promotional products and point-of-sale materials sector, where personalization and digital presence are key factors for differentiation from the competition. Throughout the situational and strategic analysis, priority segments, desired positioning, and the most effective marketing tools were identified to strengthen the company's value proposition. Specific social media actions, the development of an interactive web platform, loyalty strategies, and a competitive pricing structure were designed, all aligned with the needs of B2B and B2C customers. Along these lines, the financial plan projects sustainable growth, while the marketing audit establishes monitoring indicators that allow for evaluating the effectiveness of the proposed actions. In this way, Atres Plus positions itself as an innovative and reliable brand, capable of adapting to current market demands and ensuring sustained development in the medium term.