Abstract:
Ecuadorian automotive market is one of the highly competitive markets in terms of car refinishing products, due to the wide variety of brands currently has motivated the group interested in developing a strategic development plan of the mark DULON PPG with the aim supporting the corporation Colorpaint to win a higher share in the automotive market. For the positioning of this line we develop marketing and financial strategies to create a brand different from the current, which has quality strong who conquers the target group workshop that are independent dealers and workshops, contributing to the spirit of enterprise growth and generate higher profits for the corporation. The message we want to communicate to the audience is to highlight the benefits of using the product which are quality, durability and resistance. Stressing the importance of having knowledge about the use of paint to potential customers.
