Plan de Comunicación Estratégica y Marketing Digital para la empresa Pintuco S.A

Abstract

Abstract: This paper analyzes Pintuco's position in the Ecuadorian market, highlighting its strengths in quality, durability, and sustainability, as well as its challenges in digital channels and the perception of high costs. Through a descriptive research design and data analysis, key opportunities were identified to personalize the customer experience and optimize digital marketing strategies. Among the recommendations that can be given to Pintuco is to implement a comprehensive digital marketing strategy, creating creative campaigns that explain to customers the benefits of using Pintuco products. This will help change consumer perceptions. Likewise, it will implement loyalty programs on different digital platforms, running a promotion indicating that if you buy one, get the second half-price. This will help attract more visitors to our website and thus ensure a more engaging user experience. This work not only seeks to consolidate Pintuco's position as a leader in sustainability and innovation, but also to strengthen its emotional connection with consumers and thus establish positive competitiveness in the Ecuadorian market.