Estrategias publicitarias para la introducción de “DEJA DRY” dirigido a los jóvenes universitarios de la ciudad de Machala.

Abstract

The following case aims to determine the advertising strategies for the introduction of "Deja dry" aimed at young university students in the city of Machala. It is an alternative product for cleaning dry clothes at home. The work is developed with an introduction where the importance of advertising and its strategies in the processes of introducing a new product to the market is determined. In the development of this work the exploratory methodology was used by applying surveys to a sample of 100 university students in order to know their purchase preferences in laundry products. As a next point, the analysis of the results was carried out where it was identified that the preferred brand of detergents is Deja, the respondents look for this product to comply with the characteristics of quality and good price, they like to be served with a good service and to offer them promotions, their preferred places to buy are supermarkets, the ads on websites or social networks and led screens are more interesting. An interview with an expert in laundry was also conducted in order to learn a little more about the laundry market, and the feasibility of marketing the product in the market. As a next point, the proposal of advertising strategies was made with their respective tactics that will be implemented in the market, ending with the conclusions that are the proof of compliance with the objectives.