Diseño de un plan de marketing de la línea de grifería de la marca Paolo dirigido a los consumidores de la ciudad de Guayaquil, período 2018-2020.

Abstract

PROMESA is the market leader in the sale of hardware products with 55 years in the market. The general objective of this research was to define a marketing plan for the PAOLO brand of faucet line for consumers in the city of Guayaquil for the period 2018-2020. It began by analyzing the segmentation of the market and identifying the target market, which was the people of Guayaquil, over 21 years of socioeconomic strata A, B and C +, which seek quality, total guarantee and technical service at a lower price. The most demanded products were monocomando type, the main motivators of purchase were the master gasfitter and plumber, the most relevant motivations for the purchase were the quality, the price and the promotions, the price sensitivity was moderate, although people prefer discounts, and there is a low fidelity in faucet products. The main means to promote the product were TV, internet, newspapers and magazines. The main strategies developed were the development of single-lever products, positioning the guarantee asan attribute, gaining market in small and medium-sized hardware stores, creation ofa website, presence in social networks, point of sale advertising, participation in construction fairs, promotion in specialized magazines, visit to construction sites.The project was economically profitable with a NPV of $445 at a discount rate of15%, while the IRR was 28%.