Plan promocional para el reposicionamiento de la marca de pantalones ángel en el mercado de la ciudad de Machala.

Abstract

Marketing is one of the main tools used by companies to market their products, using marketing strategies with the intention of positioning them in the mind of the consumer, persuading them to purchase. However, there are companies, especially small ones that do not apply this technique, a situation that reduces their competitiveness considering that the market is saturated with similar goods. An example of this is the company producing pants "Angel" that does not have any type of advertising plan, which has led to buyers or the market does not know the quality offered by these products, manufactured by artisans Machaleños. The general objective in the investigation, to elaborate a promotional plan for a company that produces and markets pants to increase its market position in the city of Machala. As working methods to achieve the objective of the research, we went to the company "Angel" to understand how the company is structured, its operation, its values and the way it generates added value. The bibliographic technique was used by accessing reputable internet portals to obtain scientific articles that serve for the development of the research. In addition, the survey was used, directed at women. As a result, a promotional plan was designed in which the objectives of the organization were considered, being necessary to establish the target market, strategies, channels, budget, schedule to position the Angel pants brand in the local market.