Propuesta de Estrategias de Marketing BTL para la ampliación de mercado de la Empresa de Lácteos GONZANAMÁLAC Cía. Ltda., en el cantón Gonzanamá, de la provincia de Loja

Abstract

This Thesis is aimed at proposing marketing strategies BTL to expand the market for Dairy Company “GONZANAMÁLAC CIA. LTDA.”, in the canton of Gonzanamá of the province of Loja. As the direct beneficiaries of the same owners. An interview was conducted to the members of the board members, to collect data to help us with the approach of the questionnaire applied in market research; their results together with an analysis of internal and external factors of the company are the foundations that support my proposal. Will expand the market of “GONZANAMÁLAC CÍA. LTDA.” Towards: Calvas, Catamayo, Loja, Paltas and Quilanga, also cantons of the province of Loja. Making: redesign of brand and market expansion, in order to implement the following marketing techniques BTL: Merchandising, Events, Tastings, Sales promotion and advertising stock, which will meet for the purpose of this work. It is recommended the implementation of the proposal, for its proper application, will serve to position products of the company in current and future markets, ensuring the profitability of it.