Propuesta de comunicación estratégica digital para fortalecer el posicionamiento de la empresa Cerlux Porcelanatos & Cerámicas en la c

Abstract

Abstract: This research focuses on developing a digital communication plan for Cerlux Porcelanatos & Cerámicas, a company dedicated to selling construction and decoration finishes, such as ceramics, porcelain tiles, floating floors, sintered stone, SPC flooring, facades, bathroom fixtures, and whirlpools, in the city of Quito. The aim is to strengthen its brand positioning, increase social media engagement, and generate digital sales opportunities. The research was conducted in Quito, using qualitative and quantitative approaches, as well as research techniques such as document review, social media analysis, web analytics, interviews, surveys, and internal and external situation analysis using tools like SWOT, PESTEL, and Business Model Canvas. According to the communication diagnosis, the company exhibited low brand and product recall, an undefined visual identity, and limited social media presence. Based on this diagnosis, an action plan is proposed with specific strategies and actions to improve visibility, increase interactions, and generate conversions.