Browsing by Author "Morales Valencia, Daniela Selena"

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Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William Fredy
This research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.