Estrategia publicitaria de posicionamiento para el almacén"chanclas gilianny" de la ciudad de Cali, primer semestre del año 2022

Abstract

The following degree work contains the importance and the approach of an advertising strategy that improves the positioning of the footwear store Chanclas Gilianny in the people of the sector Jose Manuel Marroquín II , and of neighborhoods belonging to communes 13 and 14 of the southeast of the city of Santiago de Cali, Colombia. The strategy is structured using a variety of mixed research tools, including interviews, survey, photographic records and point of sale observation and the environment; this was focused on digging why is Chanclas Gilianny, despite its current trajectory of providing the service on a continuous basis, not is positioned or visible to people? In addition, it discloses factors that will enable the main need to be solve. It follows that, the positioning could be affected by the inconstancy of the advertising structure and the logo, because these do not represent or communicate the essence of point of sale as a brand. That is why the general objective is to propose an advertising strategy for the footwear store Gilianny flip flops, through the use of creative resources, communicative, diffusion and visibility that will enable an improvement in positioning to reaffirm their existence, image, presence and differentiation. For which we take into account applied field research, theoretical concepts and analysis of campaign background.