Universidad Católica Boliviana "San Pablo"

ABSTRACT The objective of this project aims to design a social marketing strategy to promote the responsible use of water in the homes of the Santa Cruz de la Sierra’s city. The main problem is not only in the city of “Santa Cruz de la Sierra” or Bolivia, the problem is going through the world with "water stress" a phenomenon that is increasingly extanding because there is not responsible behavior about the care that must be taken with this indispensable resource for life: "water" This project presents theories of marketing, social marketing, consumer behavior, analysis of environments, market research and social marketing strategies. A proposal will be developed with the objective of promoting the responsible use of water in the homes of Santa Cruz de la Sierra through information, so that later they can become aware and are responsible for their behavior, the goal is to achieve through the design of a social marketing strategy. The proposal of this project is based on the social marketing elements that will contribute to inform the homes so that there is conscience and responsible use of our main resource nonrenewable, will also be used the marketing strategies in the communication mixture using internet and social networks.