Plan de marketing digital para mejorar el posicionamiento de marca de la Cooperativa de Ahorro y Crédito Mushuk Kawsay Ltda. matriz Coca, provincia de Orellana

Abstract

This research project denominated "Digital marketing plan to improve the positioning brand of savings and loan cooperative Mushuk Kawsay Ltda placed on the Coca province of Orellana” had as a main objective the recognition of the brand through digital tools for the organization, which contribute to competitiveness and growth in relation to their competitors. Regarding the accomplishment of the aforementioned a collection of information was initially required, the one that was achieved through situational analysis and a survey that was applied to the population (economically active) of the Coca city, subsequently, the interpretation of the results were carried out, after the evidenced use of the internet as the main way of communication. For the collection of information, the most used social network was Facebook used through smart cell phone devices. The service more often required in savings and loan cooperatives are emerging loans. Finally, it was proceeded by the application of different digital strategies that will improve the image of the brand and the organization. Such as the creation of a Marketing area, a web page, and a social network page on Facebook, also the application of a customer service platform WhatsApp Business in order to attract new customers through promotions and the dissemination of preferential information, and guidance for the associates of the savings and loan cooperative. It was concluded that digital media currently play an important role in the organizations and the activity in which is developed. It would be recommended to implement the digital proposals and to maintain constant monitoring to obtain online notoriety of the organization.