Plan de marketing digital para posicionar la empresa Luis Mar´s Jeans en la ciudad de Ambato

Abstract

This research project is developed with the aim of designing a Digital Marketing Plan to position the company Luis Mar's Jeans in the city of Ambato. The methodology was based on the qualitative-quantitative approach, all data was collected and analyzed the digital marketing and the market positioning of the company under study. The level of research was descriptive, due to the marketing characteristics applied in the company. The research design was non-experimental, cross-sectional, it was carried out without manipulating the variables and information that was collected only once. The type of research was documentary, the information was analized from electronic documents such as journals, scientific articles, papers, among other documents that will facilitate the construction of the theoretical framework. The research techniques applied were the interview that was directed to the owner of the company and the survey was applied to a sample of 384 people. The results revealed that the Luis Mar's Jeans company has not developed digital marketing strategies, so the people do not know about the company's brand, the products that the company produces and offers; Thus, its long history, it is not positioned yet in the market and only 10.7% of consumers distinguish it from the competition. 14 digital marketing strategies were proposed that allow Luis Mar's Jeans company to position itself both locally and nationally, since a web page was created, a fanpage on Facebook and Pinterest, a digital catalog, Chatbot, WhatsApp Business, Newsletters, POP material (cards and packages), E - mail marketing and the use of Web Analytics tools is proposed to evaluate the positioning achieved by the company.