Diseño de un plan estratégico de publicidad para la Empresa Imprenta y Diseño Gráfico Amazonas, en la ciudad de Riobamba

Abstract

This research project is related to the design of a Strategic Advertising Plan for the company Printing and Graphic Design Amazonas of the city of Riobamba, an initiative that aims to raise the level of satisfaction of its users; distinguish itself from its competition based on a quality service that supports the continuous increase of the customer portfolio in the local market and expand its commercial horizons. The research field is quantitative and qualitative, by raising information based on surveys to a segment related with the city of Riobamba, interpreting at the same time the perception of the market on the activities of the company; the results are based on the use of statistical means, identifying flaws by which the organization has not achieved an absolute positioning within the preferences of the customers. Additionally, the establishment does not have a Corporate Image and does not have a competitive advantage that differentiates it from the competition. The implementation of the strategic advertising plan aims to strengthen and in turn, increase the portfolio of customers of the company. In this context it is essential to have a brand that allows differentiate in the commercial field and in the mind of consumers. The actions linked to the insertion of the company in alternative and digital media should be subject to innovation through a feedback mechanism with the expectation of consumers from the products delivered, the research identifies the means of advertising to be used, establishing parameters of interest such as price, quality and compliance with the work, the results will be reflected in the application of the proposal with strategies that will allow a better acceptance of the organization in the trade of the city of Riobamba.