Plan de comunicación integral de marketing para la Empresa Solgas S. A.

Abstract

SOLGAS is a company that has only a few months trying to enter to the market, which is why it is not well positioned in provinces such us Azuay and Loja. This lack of strong positioned decreased the opportunity of being considered as an alternative of purchasing and also affecting its profitability. This cause a development of a comprehensive marketing communication plan that applies a conclusive-descriptive and cross-sectional investigation, as well as an inductive method at the development and a deductive method for an evaluation. At the development, a market research was carried out in order to know the customer's behavior and the level of acknowledge of SOLGAS’s brand. The main results are that the companies do not know the real functioning of a Solar System for water heating, also the presence of several fears acquiring an alternative energy product, and finally the absence of a brand positioned in the target market which creates great opportunities for the company. Because of all this, advertising plans, sales promotion and sales management have been developed with their respective budgets and forms of evaluation measuring the effectiveness and performance of each of them.