Plan de Marketing para la Empresa Rio BG Distribuciones en la ciudad de Riobamba, 2017

Abstract

The present research entitled Marketing Plan for the company Rio BG Distribuciones, in the city of Riobamba, province of Chimborazo, aims to contribute to the development of the positioning of the brand in the city. Along the research, a situational analysis was carried out, which helped in the elaboration of the SWOT Matrix. Later, for the development of the marketing strategies, an external market study was developed through surveys and a direct observation where it was determined that the same client portfolio does not know the brand RIO BG, it was detected the lack of a marketing plan, lack of publicity such as: social networks, POP material, mobile advertising, among others; the proposal focuses basically on the application of the 4P of marketing, in other words: product, price, place and communication, moreover; it is detailed different positioning strategies like: the reengineering of the brand, placement of advertising, opening social network accounts, promotions, among others: so that in this way the RIO BG brand remains in the consumer’s mind. It is recommended the application of the marketing to the members of the company as well, and the application of the strategies with the 4P of marketing to help directly in sales, competition and especially in the positioning.