Diseño de un Manual de Comunicación Corporativa y Merchandising para los productos que oferta la Facultad de Ciencias Pecuarias de la Escuela Superior Politécnica de Chimborazo para el período 2014

Abstract

This research includes the design of a manual of corporate communication and merchandising for the products that The Animal Science Faculty of ESPOCH offers for the period 2014, with the purpose of establishing competitive tools that pro mote the business growth of the productive unit .It is important to emphasize that the market research found a low positioning in the market of Riobamba, by what is required to publicize of the best way an efficient dissemination of activity that performs, and the goods that it provides for the collective benefit. In the development of the methodology of the investigation instruments like the survey, interviews and direct observation were used; in addition to tools such as questionnaire, guide of the interview and guide of the direct observation, as well as bibliographical documentation and web pages vital in the development of the present investigation, mainly engaged in obtaining primary and secondary information Communicational strategies of marketing and merchandising were designed through the use of massive and alternative means that facilitate the positioning and thus the profitability of the plant of production belonging to the Animal Science faculty of the ESPOCH. Finally it is recommend the implementation of the proposal because it is expected that the same increases the levels of competitiveness, the sales, as well as contributes to the strengthening of the institutional standing by ensuring the validity of their products (dairy and meat) in the national and provincial market.