Estrategias de promoción para el incremento de la notoriedad de la heladería “Ki&Ve” de la ciudad de Machala.

Abstract

The emergence of new technologies and social media trends have transformed the way in which products and services are communicated, employing new strategic paradigms of promotional marketing that influence the activity of the brand in the market. By virtue of this, the present work aims to design promotional strategies based on the brand activity of the “Ki & Ve” ice cream parlor in the city of Machala to increase the notoriety in the market. The methodology followed a qualitative approach applying the business owner interview instrument and a brand observation model in social networks based on the “PRGS” methodology was also used. The results showed a deficiency in terms of brand activity in social networks and a lack of knowledge of promotion strategies, for which proposals were established based on the purpose of the study.