Plan de comunicación integral para el posicionamiento de marca de la Empresa Electroparc Cía. Ltda., en la ciudad de Riobamba

Abstract

This degree work is aimed at designing strategies and tactics to position the brand in the Riobamba market through market research and situational diagnosis of the company. The perception of the population was considered relevant using two types of instruments for data collection, such as the interview guide conducted to the company manager and the survey which was applied to internal and external customers. In order to establish the sample size, a stratified probabilistic sampling type was used. The market study in external customers showed a high ignorance of the brand and predominant variables in regard to purchase such as the price and brand of a product, in addition, by means that they would like to receive information are social networks and billboards; while the study of internal clients reflected the lack of a comprehensive communication plan and dissatisfaction with the means of information reception, on the other hand, It was stated that the development of a comprehensive communication plan would help position the company's brand in Riobamba's city market. The proposal contains communication strategies and actions that allow the Electroparc brand to achieve business positioning and success, obtaining greater recognition, customer loyalty, employees' empowerment and sales increases. It is strongly recommended to constantly evaluate the market to make proactive decisions aimed at business growth.