Marketing sensorial para incrementar la rentabilidad de la empresa Makoco Vip Cia. Ltda. de la ciudad de Riobamba

Abstract

The purpose of this degree work is to design sensory marketing strategies to increase the profit earning capacity in MAKOCO VIP-CIA company. LTDA, from Riobamba city, a theoretical basis was developed according to the issue raised. Research techniques were carried out such as: interview with the manager and owner Eng. Marco Paredes to know the current situation of the company and the survey which was applied to the 222 current clients from the travel agency. The results obtained reflect a 50% reduction in sales due to the current health situation and the difficulty of impacting customers since they demand more than the characteristics of a service, likewise customers prefer the services of the company and maintain their loyalty for a good experience obtained in the agency with 38.74%, it is also determined that the travel agency lacks visual, auditory, kinesthetic and olfactory perception, that represents a bad perception on the part of customers. Through an internal and external analysis, advantages and disadvantages were determined by applying matrices such as: the Michael Porter Value chain for an internal analysis, the competitive profile matrix and the (“FODA” for both internal and external analysis. Once the internal and external situation was analyzed, the strategic (“FODA”) was carried out, and proposal was made in based on sensory marketing to solve the problem, which consists of applying appropriate colors and decoration, corporate image, presence in social networks, participation in local fairs, application of Jazz Instrumental music, coconut scent in specific areas and offering personalized attention, these will activate the visual, auditory, kinesthetic and olfactory perception creating experiences through emotional triggers produced by the senses. Application of each proposed sensory strategy is recommended in order to strengthen the profitability of the travel agency