Plan de marketing digital para la Empresa Eureka a través de la implementación de un catálogo digital en la ciudad de Quito

Abstract:

The development of the Digital Marketing Plan came about thanks to the growing trend of Internet use in businesses, which has been growing significantly in recent years throughout the world and in Ecuador, especially in e-commerce and social networks. In Ecuador, due to the fact that today there are no companies that sell bedding through a 100% online channel that allow buying with cbkp_redit card, a gap in the market was observed, creating the opportunity for the company Eureka to enter Online medium, so the idea of being pioneers in this new channel was proposed, and to launch a web page catalog of the Eureka products before other companies do it, and at the same time creating an online community that connects users with Eureka company. Before starting with the proposed strategies, the behavior of the market must be known, especially regarding the use of social networks and the use of e-commerce, so a market research composed of surveys directed at a target group was made; additionally, interviews with experts in different areas, and a ghost customer performed to different Web pages of potential rivals. Later, the macro environment and micro environment were analyzed, with the objective to learn better the political, economic, social and technological situation, and the textile as well, and together with an analysis of the company, with which the strengths, weaknesses, threats and opportunities present in the company Eureka at the time of the proposed Plan of Digital Marketing were obtained. After gaining a better understanding of the market, the environment and the company, a number of strategies were conducted based on the 7 P's of Marketing, along with the 8 C's of communication, in order for these to allow the introduction of the company to the channel of digital commerce. To achieve this objective, a web page for the company must be created, with accounts in social networks and virtual community as well. Each of these pieces should be in synergy with the others so that a flow of users who are loyal to the brand is generated, and so they make their purchases through the new website of the company.

Año de publicación:

2015

Keywords:

• Empresa
• MARKETING
• Administracion
• CATÁLOGO DIGITAL

Fuente:

rraae