Estrategia comunicativa para contribuir al posicionamiento y fortalecimiento en ventas de la empresa PCL (productos de caucho y lona) en plataformas virtuales

Abstract

The present work postulated the creation of a communication strategy for the positioning and strengthening in sales of the PCL company (products of rubber and canvas) on virtual platforms, for that, it relied on four categories main, which are: strategic communication, digital marketing, the use of social media and brand positioning, this provided valid insights when carrying out strategy planning. In this way, the research aimed to address a qualitative approach of an analytical and descriptive with an ethnographic approach. Rubber and Canvas Products has been in the market for 34 years and has been dedicated to commercialization of industrial products and services such as hoses, hydraulic connections, pumps, motors, valves and hydraulic cylinders, belts industrial, conveyor belts, transmission elevators, and services for the industrial sector.

Over time PCL has managed to become the market leader industrial, agricultural and construction, thanks to its excellent quality of service and the extensive coverage nationwide, covering 19 departments in Colombia. However, within their growth strategies, they do not have digital tools that allow you to create another sales channel.

According to the Royal Spanish Academy (RAE) “The Internet is a computer network global, decentralized, formed by the direct connection between computers by means of a special communication protocol (s.f.) ”. At present all human beings have access to unlimited information on the Internet, to any informational search they require, no matter where in the world they are find. In addition, the implementation of digital tools such as social networks, has achieved virtual integration between client and provider, achieving thus a different sales channel.