Browsing by Author "Ulloa Torres, Andrea Michelle"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Plan de publicidad en redes sociales para la marca Cocodrilo y propuesta de lanzamiento de nuevo producto para Táctika Work Boots Cía. Ltda.
    (Universidad de Cuenca, 2025-09-25) Chacón Aguirre, María Paula; Coronel Delgado, Marcelo Sebastián; Morocho Chillogalli, Lilian Verónica; Sari Nieves, Frank Romero; Ulloa Torres, Andrea Michelle; Flores Sánchez, Gustavo Geovanni
    The project developed for Táctika Work Boots Cía. Ltda. integrates two products aimed at strengthening its positioning and competitiveness in the Ecuadorian safety footwear market. The first consists of a digital advertising plan for the brand Cocodrilo, whose objective is to improve its presence on social media and consolidate its image in the private sector. Through a mixed methodology that included internal and external analysis, competitive benchmarking, and customer surveys, it was identified that advertising planning was limited despite previous communication efforts. The results showed that the most valued attributes by the public are variety, durability, and certification, which align with the brand’s projected identity. It was concluded that technical and informative content generates higher levels of interaction; therefore, it is recommended to strengthen the presence on Facebook and Instagram, maintain a coherent visual line, invest in targeted advertising, and evaluate performance through key indicators. The second product focused on researching the technical, commercial, and financial feasibility of a new fire boot, designed to comply with national and international regulations and meet the needs of Ecuadorian fire departments, with public procurement being the main commercialization channel. Interviews, focus groups, and a financial analysis projected between 2026 and 2030 under baseline, optimistic, and pessimistic scenarios were applied, all showing positive results. Together, both products form part of a comprehensive strategy of innovation, institutional strengthening, and competitive positioning in the national safety footwear market.