Análisis y medición de campañas btl en las empresas Casa Carrión y JM Loayza de la ciudad de Machala.

Abstract

Most of the time, the btl strategies applied by Pymes are related to free trials, participation games, promotions, brand activations, among others. Through the following analysis and measurement cases, taking as reference BTL campaigns launched by the companies Casa Carrión and Jm Loayza, from the city of Machala, we will determine whether or not the BTL for these companies was a viable option to increase sales or to meet the different objectives. To determine the results of Btl campaigns, we will take statistical data from sales, interviews and participation in social networks as a reference, thus attaching data that allow us to measure the results and analyze whether or not the companies met their objectives.