“El marketing directo como medio de comunicación y el posicionamiento de la marca de pantalones Jean Up de la empresa Modas y Textiles Mundo Azul, en la ciudad de Ambato provincia del Tungurahua”

Abstract

The company Textiles and Fashion Mundo Azul is located in the Industrial Park Ambato Tungurahua Province, one of the main production engines in the Midwest, economic, productive and commercial business in which "Blue World" is the design evolves , production and marketing of clothing jean, specializing in the line of pants, productive activity that falls under the highest quality standards allowing our product to provide for more than a decade in the local market and have high expectations international thanks to the guarantee and confidence that offer their registered as Apple Blue, and Premium Temptation "Jean Up" online brands.

The main motivation of this work is the proper management of direct marketing and communication strategies using digital tools to improve and strengthen the position as the market share of the brand Jean Up.

Considering the field study to external customers we see that they have little commercial information related to products and leading brand that there is the desired target market segment of business results.

Identified the problem is to analyze appropriate direct marketing strategies that contribute to effective both what solutions; we proceed to the design and development of digital catalog of the brand Jean Up developed by software tools that provide an attractive and dynamic for customers and prospective customers visual experience, this proposal aims to inform, persuade, remind and position the brand in the consumer's mind.