Plan de marketing sensorial para Toty Boutique en la ciudad de Riobamba

Abstract

The current Sensory Marketing Plan is developed for Toty Boutique Company in the city of Riobamba. It aims at strengthening the company’s corporative image. Therefore, it contributes in this way to build a positive perception of its potential and actual clients, thus achieving: differentiation, remembrance and loyalty. For the development of this investigation a situational diagnosis was initially developed which included cultural, economic and competitive aspects that could affect the role of Toty Boutique in the market. Consequently, a study was conducted which included a questionnaire to clients of the company to determine the level of fulfillment according to environmental elements of Toty Boutique taking into account visual, auditory, olfactory and touch actions. As a result, it was concluded that the current Sensory Marketing plan is feasible, taking into account that there are senses which require special attention and application of strategies. These are: hearing, smell and sight at a lesser degree. As a conclusion, it was determined that the facility lacks a distinctive smell, does not emit any kind of musical rhythm, and its interior design is not attractive. Due to this, it is recommended to apply the proposed strategies within the time established in the chronogram, as well as carry out the corresponding follow-up.