Diseño de estrategias de Marketing para la creación de la revista deportiva automotriz de Diario La Prensa en los cantones Riobamba, Guano y Chambo, de la provincia de Chimborazo

Abstract

This research is intended to develop the marketing strategies for the drawing up and for the issuing of the Sportive Automotive Magazine addressed to Riobamba, Guano, and Chambo population and sponsored by the local newspaper publisher ``La Prensa`` from Riobamba in Chimborazo. Once the marketing strategies of this study proposal were stated, they were applied, that is, the Sportive Automotive Magazine was drawn up in considering the results of marketing study surveys which account for a high acceptability among the Riobamba, Guano and Chambo inhabitants since this kind of magazine has never been issued before neither, moreover delivered free of charge to the newspaper buyers. Therefore, the study target in regarding the magazine circulation is high due to the relevance of this magazine contents since they are original and interesting, therefore, it is expected to have significant improvements in this local newspaper sells on Tuesdays as an effect of this free of charge magazine. In this aim the drawing up and issuing of this weekly Sportive Automotive Magazine underwent a study based on not only the competitiveness, flexibility and accessibility parameters but mainly on the reader acceptance for whom such magazine is intended. The initial marketing study was carried out from a survey allowing to determine all major factors would enable the Sportive Automotive Magazine drawing up and issuing such as the magazine name and topics focused on reader preference in accordance with the type of magazine as well as the advertising and the issuing time and frequency. In conclusion, once, the theoretical framework containing the fundamentals of the marketing strategies development was made up, the sportive Automotive Magazine was drawn up following quality parameters in regarding the print quality and the relevance of the magazine contents as a marketing strategy but the core strategy is the fact the magazine will be distributed free of charge to the ``La Prensa`` newspaper buyers every Tuesday. In short, the core issue of this study marketing strategies consist of the quality of product they offer in order to satisfy the expectations of readers.