Posicionamiento de marca a través de las redes sociales como herramienta estratégica de marketing - Caso “Hotel Ganadero”

Abstract

The use of social networks as a marketing tool, represents a great opportunity for brands, that is why in this article it is reflected the importance of the correct application of the most relevant marketing strategies nowadays, and the opportunities that social networks provide for the positioning of the brand "Hotel Ganadero", a company dedicated to provide tourist and hotel services. For that reason, we take as reference the positions of experts in Marketing on one hand, and on the other hand, the reflection made by the author according to his experience as Director of the marketing department of the company Pradera Group S.A.S., to which the Brand "Hotel Ganadero" belongs; where it is possible to recognize the importance of the correct identification and execution of such strategies, having defined its current situation, and the approach to achieve a better positioning at local level, based on the previous recognition of the brand. In this sense, by analyzing the influence of social networks in the purchase decision, we obtained as a result the opportunity to enter other sales channels, generating benefits at an economic level and in the perception of the brand's positioning at a local and departmental level.