Estrategias publicitarias online que utiliza la cervecería nacional para mantener el posicionamiento de la marca Pilsener.

Abstract

The present case study explores the various online strategies used by the Pilsener brand and how these affect its positioning in the various virtual environments. For this, the author has based on a documentary review supported by free tools such as Metric Spot and Social Bakers. This work identifies the platforms used by the brand, analyzes the content generated and measures the impact on the audience. It should be noted that social networks were determinants in the study, since they are habitual means of interaction. The results showed that Pilsener's online presence is summarized in the frequent use of Facebook, where it is a leader compared to other brands that are not variants of Cervecería Nacional. It was also found that most of their dissemination strategies promote national unity, especially when celebrating. Pilsener is a commercial reference in Ecuadorian football, it is linked with all the teams, in one way or another. Also, most of his publications include video clips to attract more audience. In fact, despite not being the king channel on YouTube, many of its shorts have been redirected through URL's on the different platforms where it operates, such as Twitter and its official website. In conclusion, Pilsener's online positioning is above the competition, in general terms. Not only thanks to being a Lovemark, but also to the constant business update.