Plan de marketing digital para influenciar en el posicionamiento de la empresa CC HENRY en la ciudad de Riobamba

Abstract

The present study entitled: A digital marketing plan to influence the positioning of the Company CC HENRY located in Riobamba city pretended to develop positioning strategies through digital tools to let the company CC HENRY increase its presence in the market. To achieve the aforementioned, a qualitative and a quantitative approach was used through different techniques, a structured survey was carried out on the economically active population of Riobamba city and an interview with the manager of the company to collect the information. In addition, an analysis of the current situation of the company was elaborated through the elaboration of a SWOT matrix and competitive profile matrices. After the analysis and interpretation of the information the majority of people surveyed mentioned that they want to receive information about home appliances via online through web pages or social networks with 65%, since people spend a time browsing the web looking for information. On the other hand, we can see traditional media with 32% that do not achieve a great impact among consumers. Therefore, a digital marketing plan was designed in order to effectively attract current and potential customers to the company CC HENRY. offering quality products through strategies focused on digital platforms (Social networks and search engines) with the design of audiovisual formats in order to obtain a position against its main competitors and generate income for the organization. It is recommended to constantly evaluate the marketing strategies implemented in the store to determine the impact of sales, product acceptance in the market, knowledge by the potential market about the product, brand positioning in the market, these elements will allow the company to project effective growth.