Plan de comunicación estratégica digital para mejorar las ventas y el poscicionamiento de marca de Joyería Xavier.

Abstract

Abstract: This thesis proposes a strategic communication plan for the Joyería Xavier brand, with the goal of strengthening its positioning and improving its relationship with its target audience. This jewelry store is located in Quito. Its main service is the sale of wedding jewelry such as engagement rings, wedding bands, and churumbelas. To fulfill the purpose of this work, a mixed, quantitative, and qualitative methodology was used, using research techniques such as social media auditing, structured observation, and bibliographic review, which provided a comprehensive view and diagnosis of the brand. This allowed for a comprehensive view and diagnosis of the brand. The jewelry store's main problems were identified, including the lack of a strategic communication and marketing plan, as well as the lack of planned advertising guidelines on its social media channels. As a result, a strategic communication plan was developed with strategies, tactics, and actions aimed at improving Joyería Xavier's positioning and building loyalty among its target audience, thereby increasing sales.