Estrategias publicitarias para el crecimiento y fidelización de clientes para la empresa de calzado GUT’S Shoes

Abstract

The Technical University of Ambato (UTA) is a higher education institution dedicated to training capable professionals with a solid academic and practical foundation through undergraduate programs in diverse fields of knowledge. This work focuses on advertising strategies for growth and customer loyalty for the footwear company GUT'S Shoes. This research addresses an important factor for the company: increasing its recognition in the city of Ambato and identifying strategies that can help achieve this. The methodology is qualitative, employing interviews with experts and company owners, focus groups, and case studies. These methods analyzed which strategies can be applied to increase the company's recognition and identified the types of strategies currently used. The research revealed a low level of advertising strategy utilization and poor brand management. The proposed strategy involves implementing advertising strategies that begin with brand reconstruction and the creation of both physical and digital advertising materials. This will allow for the updating of social media presence, helping the company understand how to manage its brand and apply it effectively across various materials. In conclusion, understanding how advertising strategies help us gain recognition and contribute to growth is fundamental to brand, product, or service recognition.