Brand Awarness Strategy For DERMAOZONE

The search of the human being to improve the physical appearance,has represented a continuous evolution for all the markets that attend those needs.Some examples are medical treatments,organic products,surgical procedures and technologically advanced products at an affordable cost.In this last category is Dermaozone,a skincare brand which uses the ozone in order to have an exclusive competitive advantage based on this component and a sustainable approach.However,even with those competitive advantages,the brand doesn't have any position in the customer`s mind.One of the main reasons for this,is that they don't have any presence in the internet.Additionally,they don't have an omnichannel experience for the customer,as there are some limitations with the distribution channels.These factors,among others lead to the lack of brand awareness by the Ecuadorian customers.Hence,the question is how to improve the brand,so it is able to gain market share among the competitors.To solve this problematic,the next monographic study will analyze the company,including its organizational structure and its environment,in order to understand which factors can be used as an opportunity for the business.Furthermore,the author developed different qualitative and quantitative methodologies to obtain information of how the new behavioral trends as environment awareness,are affecting the Ecuadorian consumers.This information provides a well-defined image of the necessities and impulses of Ecuadorians as a further understanding of the purchasing process of this new type of costumers.These findings allow the author to propose an identity for Dermaozone,as an adequate segmentation and position,to finally reformulate its image.These changes lead to the proposal of some strategies for the promotion of the brand and an additional sales channel.Besides,there will be an implementation plan which involves the creation of a marketing department,including the responsibilities and KPIs.On top of that,it covers the requirements for the Management,Financial,Human Resources and Development departments.As a conclusion,this study will contribute as it is a guideline to approach the new environmental conscious consumers in Ecuador.As well as it serves,as advice for other companies on the establishment of an omnichannel experience in the cosmetic market,taking advantage of the technological development of the country.The limitations of the study will be evaluated during the project as the directions for the future research.