La estrategia Below the Line y su incidencia en la participación del mercado objetivo de la Cooperativa de Ahorro y Crédito Llankak Runa Ltda

Abstract

TOPIC: "Strategies Below The Line and Market Share Company Group Ferretero" credit union Llankak Rune Ltda. " In the city of Ambato. The credit union Llankak Rune Ltda. Is engaged in the provision of financial services in general in the city of Ambato, it has four branches located in strategic locations in the province of Tungurahua and having its headquarters in the city of Ambato with several lines of investment to better serve its customers. This research aims to generate an alternative solution to the credit union LLANKAK Rune LTDA. achieved an increase in Market Share in the city of Ambato, therefore has determined the application of innovative strategies such as the BTL (Below The Line) strategies.

Through the application of tools for collecting information as it is the survey allowed us to collect data about the need to innovate advertising strategies of the company to thereby reposition the company's image to encourage a high demand in the market.

To achieve the objectives set out to create Below The Line tools to properly reach the target audience, and achieve an increase in the number of active members. Using tools below the line, it is intended to inform citizens on the competitiveness of the cooperative market also report financial products and company profits