Estrategias de marketing para el posicionamiento de la marca Senfineco en el sector automotriz.

Abstract

This report largely articulates how marketing strategies influence the positioning of the Senfineco brand in the automotive industry in Ecuador. It is a scenario in which, with the decline in vehicle sales and fierce competition in the lubricants and additives market, brands are forced to differentiate themselves through clear and sustainable value propositions. The research is a combination of consumer behavior theory and brand positioning for the specific situation, as well as an internal and external analysis of Sunomotors, Senfineco's official distributor. Comparable flaws are observed in the current positioning, particularly in the segmentation and definition of the target market and in the brand's exposure among dominant competitors. After doing a market study that used a mix of different research methods, the research shows that creating a strategic marketing plan can help Senfineco improve its image, make its communication better, make distribution more efficient, and build long-lasting relationships with customers and workshops. The study's findings point out that strategic marketing plays a key role in making the company more competitive, helping it grow, and ensuring it stays sustainable in the automotive industry.