Propuesta de estrategias de marketing para la marca de accesorios para mascotas OohhMillie en la ciudad de Guayaquil.

Abstract

OohhMillie, is a brand that is positioned within the Ecuadorian market whose objective is to reach people who own domestic pets with a medium, medium-high, and high economic position. The market segment has focused the brand on traditional consumers who within their circle have a pet and love animals. Also, they are responsible people who know the expenses involved in having an animal at home today and therefore their needs must be covered. The situational analysis of the OohhMillie brand has been analyzed and it has been possible to find shortcomings such as an unidentified market position and lack of marketing strategies. For that, a market investigation has been carried out through a conclusive investigation and within this design a descriptive investigation. Both investigations in order to identify the target market of OohhMillie and the preferences of its consumers and for that information will be collected that also allows achieving the objectives set as visibility and increase in sales. With the previously mentioned data, this project aims at a positioning plan that allows the brand to achieve a considerable number of visibility and leadership within the market. The products that are proposed to be extended are: food implements, clothing, and transportation accessories. Concluding this block, the fulfillment of this project will be achieved when the brand reaches the appropriate position within the national market, recognition by people and loyalty for the attention and products that the OohhMillie brand offers and will offer. In turn, comply with the financial analysis carried out later, which determines for this project an ROI with positive results such as the return result for this 2023 of $12.49 per year and thus for each year generating profits.