Diseño de un plan de marketing de la línea del Detergente Líquido Enzimático Biosolutions dirigido a los consumidores de la ciudad de Guayaquil, período 2018 - 2022.

Abstract

The present work plan had as main objective to present a proposal that generates an increase in the sales of the line of the liquid detergent enzymatic Biosolutions, and, therefore, to provide a greater profitability to the company that manufactures it. The idea of the project was based on the implementation of marketing strategies that drive the increase of sales of the product. The study started from a market analysis where the consumer profile is defined, the segmentation of the market in which it is to be focused, the sales channels, the relation of the product to the competition in both quality and prices, analysis of the product, its characteristics, presentations and the position that is in the market compared to the competing brands. In the development of the project, tools were used that contributed to the identification of the competitive advantage of both the organization and the product studied, in order to formulate the necessary strategies to be able to fulfill the general objective, and to allow to demonstrate through a study feasibility that the project is viable. The application of the present marketing plan showed that through the development of a marketing plan that includes the main strategies oriented to the product, price, promotion, advertising, and after sales, it is aspired to generate positive changes in product sales; and, therefore, a higher income; aiming mainly at achieving an increase in customer acquisition through the adoption of strategies that allow the brand t o be known.