Análisis del impacto de las estrategias BTL en las Cadenas Farmacéuticas Premium dirigidas a jóvenes de 18 a 26 Años en la ciudad de Guayaquil.

Abstract

The correct strategic management of the pharmaceutical industry, becomes a crucial practice to attract customers and retain them, being a key factor when generating higher sales in a highly competitive market. This analysis explores the impact of BTL strategies in the pharmaceutical industry on young Guayaquileños aged 18 to 26, adopted by high-target pharmacies (Pharmacys, Fybeca and Medicity). The research methodology proposed is quantitative, descriptive and non-experimental. Because data collection was carried out through surveys, which will then be used for the proper analysis of results. Where, the results will guarantee a better perspective of the market segment of study, their tastes and preferences when motivated to make purchases within a pharmacy. Regarding the Theoretical and Referential Framework, in which theories focused on Below The Line (BTL) strategies stand out. Where, it is intended to have clear concepts that benefit the implementation of high impact strategies. The construction of a BTL strategy that generates impact involves defining objectives, analyzing preferences and above all analysing whether the study segment is usually frequent customers, to be able to get a greater focus on motivation when selecting or becoming loyal to a pharmaceutical chain. Finally, the main objective of the study is to measure the impact of these strategies on young people. Where, the respective recommendations will be observed based on the results obtained by surveys carried out to 392 young people in the city of Guayaquil.