Plan de comunicación de la empresa Yanzamcorp S.A. de la ciudad de Guayaquil.

Abstract

The present degree work has been carried out in the company Yanzamcorp S.A. which is dedicated to the commercialization of cleaning products, where it has been evidenced that it presents problems related to sales and customer loyalty due to the low recognition that this organization has in the market. Accordingly, the general objective of the study is to design a marketing communication plan that allows greater recognition for the company Yanzamcorp S.A. in the city of Guayaquil. To achieve this objective has been established the identification of theoretical findings that contribute to the understanding of the variables of study, in addition a situational analysis was conducted to analyze the behavior of the company, which allowed to establish a mixed descriptive and exploratory methodological research design that through qualitative tools such as the focus group and quantitative tools such as the survey enabled the realization of a communication plan based on Merchandising and Inbout Marketing strategies.