Diseño y ejecución de un plan estratégico comunicacional de posicionamiento para pintulandia

Abstract

Pintulandia, a microenterprise in the paint industry with 26 years of operation and several branches in Quito, faced significant challenges due to its lack of digital presence, which was exacerbated during the 2020 pandemic. Initially, it lacked a strong brand identity and effective communication strategies. The thesis focused on designing and executing a communication strategic plan to position the Pintulandia brand in the digital environment. A SWOT analysis was conducted, revealing strengths, weaknesses, opportunities, and threats, and the competition was evaluated in terms of brand identity and digital reach. The corporate identity was redesigned, a social media content strategy was developed, and a website with a blog for long-term community building was launched. Additionally, transmedia narrative techniques were applied to engage the audience in a more immersive brand experience. The application of the interview technique to marketing specialists provided valuable internal insights and a deep understanding of communication needs and opportunities. This helped develop a more effective communication plan aligned with organizational objectives. The results demonstrated significant improvements in Pintulandia's visibility and impact in the market. The rebranding and content strategy enhanced the brand's positioning. The creation of a digital community and increased participation on WhatsApp Business contributed to greater engagement, thus improving both external and internal communication. The website generated an increase in online traffic, with 162 users in two months, and a consistent growth in sales throughout the campaign. Monthly sales increased from $23,712 in April to $39,203 in August.Conclusion: The communication strategic plan allowed Pintulandia to overcome its challenges and enhance its digital presence. The brand became more recognizable, and the strategy resulted in a significant increase in sales. This study highlights the importance of effective communication in the success of companies in the digital era.