Diseño de estrategias de comunicación integral de marketing para el posicionamiento de la Empresa Macro Show, en las provincias de la zona centro del país

Abstract

The following investigation´s objective is to design integral communication strategies in marketing in order to establish the company Macro Show in the provinces of the center of the country. For this purpose, a marketing study was performed directed at a number of families within each for the provinces in zone 3. The results of said study show 50% of the families are unaware of the company´s existence since the company used only traditional publicity which didn´t allow for direct interaction with the users. Due to this, based on the communication mix, that is to say: sales promotion, publicity, personal sales, digital marketing and publicity mechanism, and in this way maintain direct communication with current, as well as potential clients. Permanently emphasizing digital publicity is recommended because of current existing technologies in order to encompass the regional market and as a consequence the company will be recognized in the provinces of the central zone of the country.