Análisis de estrategias promocionales aplicables en la Cooperativa de Ahorro y Crédito 25 de Julio para la captación de socios.

Abstract

Companies face great challenges, one of them is competition and that often turns out to be a decisive factor for them to innovate their processes. The absence of marketing strategies can cause institutions to remain stuck in their comfort zone and not seek to target new ideas that are attractive to their customers. That is why marketing is very important, as long as it is applied according to the needs of the clients. When talking about promotional marketing we are referring specifically to how companies, in the short time, can reach an objective, this is achieved through some incentive that can be monetary, such as discounts, coupons, reimbursements, etc .; or non-monetary such as raffles, gifts, contests, etc. It should be noted that temporality is a characteristic that must be taken into account, because if the promotions have an extended duration, consumers would not appreciate it as an incentive, but rather as something specific to the product. Thanks to technology many companies manage to reach their promotional objectives sooner, it is due to the speed that consumers have to access digital media and obtain information, this becomes an advantage for those who know how to take advantage of it. The present study seeks to evaluate the main promotional strategies that are applicable to the 25 July Savings and Credit Cooperative, conserving its cooperative principles and philosophy.