Plan de comunicación estratégica y marketing digital Para empresa almacenes Benítez

Abstract

Abstract: Almacenes Benítez, a well-known home appliance retailer located in La Troncal, faces the challenge of adapting to market digitalization to strengthen its positioning and competitiveness. Despite a solid track record and strong local recognition, the lack of an effective digital strategy limits its reach and connection with current consumers. The research focuses on the need to create a communication plan designed solely to generate a marketing campaign tailored to the company's needs. A thorough analysis of the company's activities and, consequently, its shortcomings, has identified several key areas that are not being addressed in the digital and advertising sphere, such as attracting young and new consumers. The goal of advertising campaigns is to leverage the company's brand strengths to create a close relationship with consumers, demonstrating how the company's products represent an optimal and high-quality investment.