NDLI: Diseño de una campaña publicitaria para posicionar e incrementar las ventas de los productos "El Samán" en el cantón Naranjal provincia del Guayas.

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Diseño de una campaña publicitaria para posicionar e incrementar las ventas de los productos "El Samán" en el cantón Naranjal provincia del Guayas.

Content Provider	Semantic Scholar
Author	Arroyo, María Gabriela Barrezueta Galarza, Angie Pamela Idrovo
Copyright Year	2015
Abstract	Naranjal county, which is known for being one of the largest producers of cocoa in Ecuador, holds within its limits of Km. 14 via Naranjal, San Jacinto Ranch Av. Principal S/N, the touristic location "El Saman" which manufactures and sells novel cocoa products such as jam, yogurt, and chocolate. The "El Saman" brand has already 10 years in the market; this place has advertising problems because at the moment 40% of the local population does not know of the complete portfolio of the xi touristic location "El Saman". This affects in a considerable way the consumer awareness, commercialization, and their products image. Due to of comments of frequent visitors to the area, it is known the lack of the products and services provided by “El Saman", therefore it has been set as this study`s objective the following: The Design of an advertising campaign to position and increase the sales of the products of “El Saman” in the Naranjal County of Guayas Province. To determine the weaknesses of this touristic location it was developed a descriptive investigation and field research through the implementation of surveys, which were applied to the Naranjal population. The results of the present research allow to observe the absence of a marketing plan, therefore for this study proposal it was necessary to make one, which is based on improving the current service provided and to show new attributes of the brand, and to establish innovative strategies that will make the brand more attractive. This work is concluded with the presentation of conclusions and recommendations consistent with the results obtained in this investigation.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://dspace.ups.edu.ec/bitstream/123456789/9040/1/UPS-GT000797.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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