Brand positionaning in the profile citysexuales of the city of Guayaquil (Ecuador)

Abstract:

A strategy of brand positioning based in a behavior segmentation for "citysexual" male profile was designed for FMCG companies in Guayaquil city. After identifying this potential segment through of quantitative research, it obtained that the components of the marketing mix for communicating a congruent positioning plan should be considered: the frequency of purchase in personal care products specially, with a clear communication of positioning for this growing segment, helps to the companies to have a right approach.

Año de publicación:

2018

Keywords:

• Frequency of purchase
• Citysexual
• positioning

Fuente:

scopus