Plan comunicacional global enfocado en la apertura de nuevos mercados para la empresa de calzado Mezzel

This project focuses on the creation and implementation of a global communication plan aimed at opening new markets for the footwear company Mezzel. The initiative seeks to strengthen both internal and external communication, ensuring that all employees are aligned with the expansion objectives and that the external public receives clear and consistent information about the products and services offered by Mezzel. Mezzel, headquartered in Ambato and present in several cities in the country, has experienced considerable growth, which has led to the need to standardize its brand assets, such as logo, corporate colors and typography, to maintain visual consistency in all digital and printed materials. Consistency in communication is critical to preserve brand identity and improve brand recognition in new markets. The project addresses this issue through an inductive-deductive approach, complemented by qualitative and quantitative methods. Interviews and surveys were used to collect data on the current perception of brand assets and their use within the company. The results revealed that, although Mezzel enjoys a good positioning in the domestic market, expansion into new markets requires a more structured and coherent communication. The implementation of digital platforms where graphic pieces and visual identity manuals are centralized will allow Mezzel to ensure that all points of contact with the brand, both internal and external, convey a uniform and clear message. This strategy will not only improve brand perception in new markets, but will also reinforce the commitment and effectiveness of employees, providing a high-quality service that consumers value. In conclusion, Mezzel's global communications plan is crucial to its expansion strategy, ensuring that every interaction with the brand is an opportunity to strengthen its presence and reputation in new markets.

• Glavni avtor: Núñez Pazmiño, Daniel Alexander (author)
• Format: bachelorThesis
• Izdano: 2025
• Teme: PLAN COMUNICACIONAL; CALZADO; NUEVOS MERCADOS; POSICIONAMIENTO; COMUNICACIÓN
• Online dostop: https://repositorio.uta.edu.ec/handle/123456789/44143