MARKETING Y PUBLICIDAD
Permanent URI for this collectionhttps://repositorio.uees.edu.ec/handle/123456789/211
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Item IMPLEMENTAR UN MODELO DE SEGMENTACION DE CLIENTES EFICAZ PARA MEJORAR LA PERSONALIZACION, AUMENTAR LA RETENCION, OPTIMIZAR CAMPAÑAS DE MARKETING DE LAS DIFERENTES UNIDADES DE NEGOCIOS DE LA AGENCIA MATRIZ EN AGRISEED.(2025) VERA GAME LORENA ALEXANDRAAgriseed S.A. is one of the leading companies in the production, distribution, and marketing of inputs for the local and international agribusiness. The company offers its customers an extensive line of products for the agricultural, livestock, aquaculture, and pet sectors. The objective was to implement a segmentation model based on user experience, behavior, reaction to marketing campaigns, and the information obtained from interactions with Agriseed. This will allow for providing value to customers and will result in an increase in leads and conversions. The selected alternative was segmentation by customer value and loyalty because it offers a balance between investment, impact, and risk, in addition to the ability to quickly measure results and the possibility of scaling towards segmentation by customer value through enriched data. An estimated increase in total sales of >10% to 20% is expected, a reduction in the customer churn rate from <8% to <15% in Gold and Black segmentations, and an increase in CLV (Customer Lifetime Value) of >15%.Item IMPLEMENTACION DE UN ASISTENTE VIRTUAL PARA ESCALAR CANALES DIGITALES DE VENTA DE SEGUROS INCLUSIVOS(2025) SÁNCHEZ JIJÓN XAVIER ENRIQUE; ZAMBRANO MIRANDA EVELEYN DEL CARMENThe case analyzes the digital transformation of an insurance brokerage through the comparative evaluation of three strategic alternatives: the implementation of a Virtual Assistant Platform (AVI), the use of gamified microlearning, and a multichannel customer service platform. The main objective is to modernize the customer experience, optimize commercial management, increase sales conversion rates, and professionalize the sales force— leveraging scalable technology, automation, and phased implementation strategies.Item TRANSFORMACIÓN DIGITAL DE COFFEE & CAKES PANADERÍA ARTESANAL: ESTRATEGIA DE MARKETING DIGITAL PARA EL CRECIMIENTO DE VENTAS ONLINE.(2025) RAMIREZ DUQUE SEBASTIANCoffee & Cakes is an artisanal bakery with a strong cultural identity, yet its growth is limited by a weak digital presence. This project proposes a comprehensive digital marketing strategy to enhance its value proposition, foster customer loyalty, and increase online sales. The study assesses the bakery’s current situation, highlights digital strategy gaps, and suggests viable solutions through social media, a website, and targeted advertising. Digital transformation is viewed as a clear opportunity to expand the market and build a competitive position in the digital environment. Three strategic alternatives were considered: internal management, outsourcing to an agency, and developing a website with e-commerce plus a mixed strategy. The latter was chosen for its profitability, scalability, and customer retention potential.Item IMPLEMENTACIÓN DE UN PLAN DE MARKETING DIGITAL EXPERIENCIAL PARA IMPULSAR EL CRECIMIENTO DE THE MOUSTACHE CO. EN REDES SOCIALES Y CANALES DIGITALES.(2025) PEÑA VELOZ WALTER GUILLERMO; VÁSQUEZ OCHOA ÁNGELO DAVIDThe Moustache Co. is a five-year-old barbershop aiming to strengthen its growth through an experiential digital marketing plan. The strategy will focus on social media and digital platforms to communicate its premium experience, build customer loyalty, and foster a strong online community. Through authentic content, emotional campaigns, storytelling, and participatory activations, the brand aims to increase social media engagement by 30% and improve customer retention by 20%. The main challenge is to translate the in-store premium experience into the digital space, positioning the brand as a stylish, authentic, and emotionally engaging reference in its sector.Item PLAN DE MARKETING DIGITAL PARA INCREMENTAR LAS RESERVAS DIRECTAS: CASO GRAND HOTEL SANTA ANA EN CUENCA- ECUADOR(2025) NARANJO ESPINOZA DIEGO NICOLAS; VIVIANCO CALDERON MARIA SOLEDADThis project proposes the implementation of a digital marketing plan with the aim of increasing direct bookings through the use of in-house channels, reducing dependence on intermediary platforms such as Booking or Expedia. The strategy seeks to optimize profitability and strengthen the Grand Hotel Santa Ana's positioning in the local and national market. The proposal aims to improve the hotel's profitability and commercial control.Item PLANIFICACIÓN DE ESTRATEGIAS E-COMMERCE PARA IMPULSAR LAS VENTAS DE ARENA PARA GATOS EN PLATAFORMA WEB(2025) MONTALVÁN PILOZO EMILY GEORGINA; YAN RUGEL SHUYA ANDREADiversquim S.A. DWE, a cat litter distributor, is facing a new digital media landscape for sales. Currently seeking to expand, the company presents an analysis that evaluates three alternatives, including a financial assessment and outlining the risks associated with selecting the optimal option. In the B2B channel, its growth is limited, and there is an opportunity to implement a functional e-commerce platform for the end consumer. This is considered the most strategic long-term option due to the full control and improved customer experience it offers, although it requires a higher initial investment.Item IMPLEMENTACIÓN DE UNA ESTRATEGIA DE REPOSICIONAMIENTO DIGITAL PARA AUMENTAR EL RECONOCIMIENTO DE MARCA DE DISMERO S.A. EN RELACIÓN CON LOS COMPETIDORES LOCALES.(2025-06) MIRANDA CHAVEZ KARLA ANDREA; PAZMIÑO BALLADARES MERCY JACQUELINEDismero, a supermarket with 20 years in business and four locations, faces competition from Tuti. To enhance its digital presence, the supermarket aims to use emotional content to improve visibility and customer loyalty. Among the options, promotional campaigns were selected for their sustainable profitability potential, with a budget of $4,000 allocated for production and marketing. The implementation will occur in four stages under the marketing department's guidance. A projected 30% increase in brand recognition and strengthened customer relationships is anticipated.Item IMPLEMENTACIÓN DE UN PLAN DE MARKETING DIGITAL Y COMERCIO ELECTRÓNICO PARA FOMENTAR EL CRECIMIENTO DE LA MARCA ÓPTICA OPTISALUD PARA EL MERCADO DE LA PROVINCIA DE EL ORO.(2025-06) MIÑACA TORO ARIANA JANETH; PAREDES SÁNCHEZ JOSÉ LUISThe SME company Óptica Optisalud has begun implementing a Digital Marketing and E-Commerce strategy to foster brand growth within the province of El Oro. Its objective is focused on a marketing strategy to boost market interest and promote digital commerce for the optical products sold by Optisalud. The company faces a market opportunity to increase sales through the use of technological tools, reducing costs, and reaching more customers in the El Oro province market. The company has selected alternatives for Optisalud to increase sales and market share through the use of an E-commerce strategy and website in the customer purchasing process. A digital commerce strategy solely with social media (WhatsApp and Instagram) is also being implemented. The company also opens new physical locations in the province of El Oro, supported by digital advertising on social mediaItem PLAN INTEGRAL DE MARKETING DIGITAL, PARA IMPULSAR LAS VENTAS ONLINE DE CALCULADORAS CASIO EN ECUADOR A TRAVÉS DE MACOSER S.A.(2025-06) LUCERO LLANOS SELENA ESTHEFANIA; MORA MEZA MARIELA ANABELLMacoser, the official distributor of Casio calculators in Ecuador, is facing poor online sales performance. Although it offers educational support through Casio Academic, its online presence is limited. Our proposal includes a comprehensive digital strategy to boost sales through its online channel. This proposal aims to develop a comprehensive digital marketing strategy to increase sales of Casio calculators through e-commerce.Item MPLEMENTACIÓN DE UNA PLATAFORMA DE COMERCIO ELECTRÓNICO PARA LA VENTA DIRECTA AL PÚBLICO EN LA EMPRESA SHOESTATIANA: ESTRATEGIAS, DESAFÍOS Y OPORTUNIDADES(2025-06) LOPEZ TOLEDO JOSELYN FATIMA; PASQUEZAN CHUGA MIRTA FLORShoes Tatiana is driving its digital transformation through a proprietary ecommerce platform to boost sales, reduce costs, and enhance competitiveness. The project unfolds in five phases and includes tools such as a transactional website, analytics, logistics, and staff training. It aims to reposition the brand after a 19% drop in sales and leverage the growth of Ecuador’s digital market. The chosen strategy is to optimize e-commerce (Alternative A), supported by marketing and CRM efforts.Item Implementación de programas de mentoría para fomentar el emprendimiento innovador y sostenible en el Centro “Impulso Ecotec”(2025-06) GALLARDO CORNEJO ANA MARIA; GONZALES GARCES LILIANA ELIZABETHEl proyecto busca establecer programas de mentoría para estudiantes de Ecotec con el objetivo de guiarlos en el desarrollo de ideas de negocio, con habilidades emprendedoras y aumentando las tasas de éxito de sus proyectos. Este programa conectará a los estudiantes con mentores expertos internos y externos en diversas áreas, brindando el respectivo asesoramiento práctico y estratégicoItem ELABORACIÓN DE UN PLAN DE MARKETING PARA AUMENTAR LAS VENTAS DE LA EMPRESA DIGENTEX CIA. LTDA(2025-06) FRANCO ESPINOZA GABRIELA TABATA; PALACIOS CARCELÉN MARIELA ALEJANDRADIGENTEX CIA. LTDA. is one of the most renowned textile companies in the city of Guayaquil, meeting its customers’ needs for the past 20 years. For this reason, the development of a Marketing Plan has been proposed to support its financial growth and market positioning. This project focuses on identifying opportunities and threats in the environment that impact the company and the industry. Digentex CIA. LTDA. faces significant challenges, such as rapid and constant changes in the environment. Therefore, this Marketing Plan will allow the company to leverage its differentiating factor, boosting its economic development and improving its position in the market.Item GMO - Transformación Digital Mediante la Implementación de Inteligencia Artificial para Comunicación y Segmentación Publicitaria(2025-06) FLORES HIDALGO MARIA FERNANDA; GARCIA MOREANO CORALIA CAROLINALa inteligencia artificial (IA) en negocios de ópticas optimiza la personalización y segmentación en marketing, utilizando datos del cliente como historial de compras y preferencias visuales para crear campañas más relevantes y efectivas. Esto aumenta las conversiones, la retención y la satisfacción del cliente.Item IMPLEMENTACIÓN DE UNA ESTRATEGIA DE MARKETING DIGITAL EN REDES SOCIALES PARA EL POSICIONAMIENTO DE LA MARCA DINATEK EN EL MERCADO ECUATORIANO.(2025-06) FLORES CRUZ LINDA ELIZABRTH; PONCE PICO MARIA LOURDESDinatek S.A. is an Ecuadorian company specializing in the marketing of machinery and equipment for the agricultural, aquaculture, industrial, and marine sectors. Its purpose is to offer comprehensive solutions that enhance the productivity and efficiency of its clients. Through this degree work, a digital marketing strategy focused on social media is proposed to strengthen the positioning of the Dinatek brand. The identified opportunity in this work is the implementation of a digital marketing strategy on social media, to increase its visibility, connect with new audiences, and improve its positioning in the Ecuadorian market, leveraging the growth of the digital environment as a key channel for the promotion of its products.Item CAPTACIÓN DE CLIENTES PARA EL EMPRENDIMIENTO AGENCIA DE PUBLICIDAD DIGITAL "CONCEPTO CREATIVO" A TRAVÉS DE CAMPAÑAS PUBLICITARIAS EN INTERNET(2025-06) ESPINOZA VILLALVA MILTON ELÍAS; MÁRMOL CONSTANTE NATHALYE CONCEPCIÓNThis business case addresses the issue of low B2B client acquisition through digital channels at the agency “Concepto Creativo,” based in Riobamba, Ecuador. Through a rigorous diagnostic process, key causes were identified, including limited investment in targeted campaigns, under-automated processes, and the absence of CRM tools. Five strategic alternatives were explored, with Email Marketing prioritized as the most viable solution, supported by impact, feasibility, and expected return criteria. Financial indicators such as IRR and NPV were evaluated, and a risk management model was applied. The case concludes with a realistic implementation program that strengthens digital sustainability, projecting an increase in business client acquisition. This proposal combines strategic vision, operational efficiency, and a customer-centric approach.Item DISEÑO DE ESTRATEGIAS DE MARKETING EN REDES SOCIALES Y EMAIL MARKETING PARA POTENCIAR LA VISIBILIDAD DE LA EMPRESA SAMMAS(2025-06) BRAVO ASTUDILLO ALEXANDRA MARIA; SÁNCHEZ CHANG ANA MARIAThis strategic plan aims to boost SAMMAS, a Fintech company's, visibility through digital marketing. It addresses the definition of the ideal customer and a diverse content strategy for social media and email marketing, with the goal of maximizing engagement. Continuous monitoring of key metrics such as time on site and conversion rate is emphasized, allowing for constant budget optimization and the sustained growth of the brand in the digital environment.Item ESTRATEGIA DE MARKETING DIGITAL PARA IMCREMENTAR LAS VENTAS: EL CASO DE MARVER DENTAL STUDIO(2025-06) BENALCÁZAR ESPAÑA ANA CRISTINA; MARTÍNEZ PESANTEZ FERNANDO VICENTEMarver Dental Studio seeks to optimize its positioning and attract a larger number of clients through the development and implementation of a comprehensive marketing strategy. The approach is based on building and leveraging both digital and traditional channels, including the development of an institutional website, to enhance brand visibility, retain current patients, and attract new clients, especially in a highly competitive market.Item REPOSICIONAMIENTO ESTRATÉGICO DE LA MARCA TANGO DE NESTLÉ: UN CASO DE BRANDING Y COMUNICACIÓN PARA RECONECTAR CON LA NUEVA GENERACIÓN(2025-06) AYALA MOISES; PORTILLA NATALIATANGO by Nestlé is facing a loss of relevance among Gen Z consumers due to its outdated image and communication, which has led to declining sales and market share. This project proposes a rebranding of the brand through an image revamp and an aggressive communication campaign. Three strategic alternatives were analyzed: (1) rebranding with a 100% digital campaign, (2) consumer-focused promotion, and (3) launch of an innovation. After financial and strategic analysis, alternative (1) was identified as the most profitable and sustainable option, with an IRR above 28% and a positive NPV, capable of reconnecting TANGO with young consumers and strengthening its competitive position.Item DISEÑO DE UN PLAN DE MARKETING DIGITAL PARA LA IMPLEMENTACIÓN DE TORNEOS DE PÁDEL TRANSMITIDOS EN REDES SOCIALES CON MONETIZACIÓN POR PATROCINIO: CASO PADEL CLUB PORTOVIEJO(2025-06) ANDRADE CASTRO JUAN SEBASTIAN; FEIJOO CABEZAS SERGIO ANDRESThis business case proposes a digital marketing strategy to stream padel tournaments on social media, using a sponsorship-based model. The initiative addresses the lack of live coverage of local sports events in Ecuador, limiting visibility and commercial opportunities. By offering free broadcasts on Instagram Live and Facebook Live, funded by partner brands, the project seeks to enhance brand exposure, strengthen community engagement, and position Padel Club Portoviejo as a benchmark in the digital promotion of local sports.Item ESTRATEGIAS DE MARKETING DIGITAL PARA REACTIVACIÓN Y POTENCIALIZACIÓN DE MARCA FITNESS CENTER(2025-06) ACOSTA ESPINOZA MARIA BELEN; LEÓN ROMO VERÓNICAFITNESS CENTER is a space to carry out dance therapy classes and keep many women doing exercises that would allow them to cope with those difficult moments where care and health were very important. The problem wasn't just the global pandemic we were experiencing, but also the failure to implement digital strategies that would allow the brand to gain greater recognition among its established target audience. Furthermore, social media was the sole strategy used to position the brand. To achieve the main objective of providing dance therapy classes, we first had to create a community of fitness followers where we could offer a clear vision of what it means to empathize with all the women who follow the page. In addition to seeing valuable and healthy content, they could also view photos and videos of the class activities.