Plan estratégico de marketing, desarrollado a través del branding y social media marketing, para posicionar la marca Taíno de la Empresa Cosméticos Marem

Abstract

This projet is aimed at establishing a strategic markering plan to position the Taíno brandname in six cities belonging to he mountainous range of Ecuador, which has been developed on branding and social media marketing basis. Nail polishes are mainly produced by The Maren Cosmetics company, which is used as a guide for the Masterbrand model (Costa, 2012). The methodology has a double quantitative approach though data collection to a specific sample that was submitted statistically and qualitatively, especially in the recollection and analysis to identify new questions in the interpretation process. The research was descriptive an correaltional; descriptive when analyzing each variable directly without manipilating it as well as correlational where between two variables the decreaser or increases was evaluated coinciding whit the increase or decrease of the other variable. On one hand, in order to know the target market, the external cuestomer survey technique is used with question that define preference and the competition observation, on the other hand, the interview technique for the company`s internal cuestomers by using a questionaire as an instrument. The relevant points that are urgently necessary to be focused on in the company administration and management were identified. Additionally feelings or emotions, media, type of information as well as attributes of product preference are established. Subsequently, a general correlation was preformed between the branding and social media variable and also other specific correlations based on information collected in the surveys. Taking into consideration the results obtained, a marketing plan was proposed including six strategies and along with them 10 strategic tactics according to the Masterbrend model components that provide solution and meet the brand`s requirements.