Browsing by Author "Manjarrez Guevara, Catherine Alexandra"

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    Medios BTL y el posicionamiento en el mercado de la Academia de Música Alumbra en la ciudad de Ambato
    (Universidad Técnica de Ambato, Facultad de Ciencias Administrativas, Marketing y Gestión de Negocios, 2016-01) Manjarrez Guevara, Catherine Alexandra; Caisa Yucailla, David Elías
    The Academy of Music Alumbra city of Ambato, is dedicated to providing professional services in Musical Education from October 2014 during which time it has experienced the introduction phase, is currently in the development stage and growth at which it requires decisions and immediate actions to achie ve strategic position the brand in the market. The present research is focused on the realization of the internal and external analysis of the institution in order to form strategies of direct communication with the client calls and Strategies BTL, so it will be possible to link the institution with the customer and will position the brand in the market. The information yielded by the field research applied to customers of the institution said that it is essential to implement strategies BTL as an inherent aspect of the success of the brand positioning in the market. So the proposal resulting from the research routed by me to identify and design a BTL strategy aimed at institutional clients and prospects either through the development of a musical festival in which participate the best students of the Academy, announcing the professionalism of the institution, and POP promotion and other strategies such as direct mail, invitations by flyers, brochures will be made, with these activities to position the brand in the market as expected by the owners and service vendors Academy Music "shining" Ambato Ecuador.