Impacto de la publicidad gráfica de la industria manufacturera Productos Familia Sancela del Ecuador S.A. en la Zona 3.

Abstract

The manufacturing industry "Productos Familia Sancela del Ecuador SA" has been dedicated for more than 20 years in Ecuador to the production and commercialization of hygiene and cleaning products with powerful brands in the market such as "Familia, Nosotras, Pequeñín and Tena " Currently, it´s the company with the largest share in its market segment. It is for this reason that the present research work has focused on conducting a broad analysis of the internal and external environment of the company, in order to establish strategies to increase sales for both the company and the distributors who market this product in zone 3 (central mountain range and central east). he data thrown by the field research applied to the company's clients indicate that it is important to correct advertising aspects of the brand in the different points of sale, starting from the benchmarking of indirect competition until reaching the use of ATL and BTL media, which for some clients does not have a clear impact, which can be improved by involving the work team more in a face-to-face communication to clear doubts to the clients. So the proposal resulting from the research directed me to identify and design advertising and promotion aimed at current and potential customers, through strategic activities that help to improve the visibility of products on hangers, generating greater retention of the brand in consumers, generating a greater turnover in the points of sale; On the other hand, develop its portfolio of both customers and strategic products at the points of sale, generating greater profitability and sales volume for the company.