Plan de comunicación estratégico con posicionamiento de marca para la tienda online Gladiola Flower a través de la red social Instagram.

Abstract

This professional application project aims to develop a strategic communication plan with brand positioning for the online store Gladiola Flower through the social network Instagram. In order to be recognized in the province of Santa Elena. For the elaboration of the communication strategy project, an exploratory research will be applied, applying a mixed methodology: qualitative and quantitative. The quantitative application will allow the digital survey in the WhatsApp Business application and analysis of metrics in the Instagram social network, therefore, in the qualitative methodology, conversations and interviews with professionals who will provide their input for the development of the communication strategy applied for the online store Gladiola Flower will be carried out. The approach of the communication plan aims to use communication tools to build, enhance and position the brand in the floral sector, as well as to build valuable customers, obtain better reach in the province of Santa Elena and, in turn, generate profits through the platform.