Estrategias de marketing para la óptica Crisyana en la ciudad de Guayaquil.

Abstract

The research aimed to propose marketing strategies for Óptica Crisyana in the city of Guayaquil, based on a mixed approach that combined both qualitative and quantitative methods. Through a bibliographic review, relevant theoretical contributions of the marketing mix were identified, along with differentiation as essential strategies for companies in the optical sector. The analysis of the micro and macro environment allowed to establish that the most influential factors in the choice of an optician are the price (24%), the quality of the products (22%) and personalized attention (10%). In turn, it was identified that Óptica Crisyana has a low level of brand recognition (13%), compared to competitors such as Óptica Los Andes and GMO, demonstrating a weakness but also an opportunity for growth. Through the application of focus groups and a survey of 384 people, it was evident that the majority of customers renew their glasses once a year (38%) and mainly use social networks as a means of information. Taking these results into account, a marketing plan was designed that focuses primarily on digital campaigns on Facebook and Instagram, accompanied by seasonal promotions and branding actions focused on optical fashion. The financial projection demonstrated the plan's viability, yielding an annual investment of USD 12,432 and an estimated ROI of 130%. This demonstrates that the proposed strategies are profitable and will strengthen Óptica Crisyana's positioning in the local market.