Implementación de un Plan de Publicidad y Promoción para incrementar las Ventas en una Farmacia Independiente en Guayaquil

Abstract

Within this document we present a promotional plan, creation of a web page, social networks and advertising to increase sales in an independent pharmacy, considered as a necessity the recognition of the establishment in the sector and therefore the economy of customers. This campaign will be oriented to the northern sector of Guayaquil, specifically to the residential areas of Villa España II. Our target market are generally heads of household, they are characterized by the health care of their families and their welfare, they also seek to make purchases in establishments where discounts are made.

For this, through surveys we will monitor the presence of the competition in the sector, customer service, consumer behavior against the stimuli of discounts. As a result of this study, we found that independent pharmacies have as a differentiating feature a better customer service compared to their direct competitors such as "pharmaceutical chains" and a primary advantage in that their prices are maintained because there are no restrictions in the process of buying medicine in different importers and distributors.