Plan de marketing para incrementar el posicionamiento de marca de la empresa ferretería “Ferrycueva”, en la ciudad de Ambato, provincia de Tungurahua

Abstract

The objective of the study was to create a marketing plan for the company ferrycueva to achieve a brand positioning in the province of Tungurahua city Ambato to generate this plan was conducted different types of research as a documentary, and field. Two forms were made, one that measured the level of brand recognition that the company has; which was applied as an interview and was applied to its customers, the factors that can influence the positioning and choice of a business of this type were defined through the other questionnaire that was applied as a survey; which was run to a sample of the population of Tungurahua-Ambato issued by digital media, the survey was validated in the SPSS program by Cronbach's Alpha giving us a validity of 0.9. As a result it was obtained that there is a very low brand recognition, that it is the young population that frequents more this type of business even though it is the segment of the population with fewer resources, it was also determined that at a younger age the factor that acts more in the selection decision of these businesses is the price and that as the age range advances the interests change and become more important factors such as customer service and the advice provided, and the variety of products, the fact of being able to find everything they need in the same place, it was established that the preferred media to establish an adequate communication with the market are social networks and radio as the main media; followed by TV and the press. In conclusion, ferrycueva has a very low level of brand recognition, which, together with the high level of competition in the market, limits its growth. It is recommended to abide by the marketing plan that was carried out in order to achieve brand positioning and thus achieve faster growth.