Plan de comunicación integral para el posicionamiento de marca de la Microempresa Scrash de la ciudad de Riobamba

Abstract

The objective of this degree work is to develop a comprehensive communication plan that improves the positioning of the Scrash microenterprise, for the investigation an internal analysis of its corporation values, mission, vision and how it is structured was carried out, and externally, the information was collected through surveys and interviews whit the population of Riobamba, the results obtained were not favorable were not favorable for microenterprises since the people surveyed do not recognize the brand, because the information they provide through their Social networks and media is not deep, and does not have a broad line of products which affects its growth in the market. At the same time, it was possible to determine the tastes and preferences of current and potential consumers. Through this, a situational analysis of de microenterprise was carried out through the following matrices: SWOT, MEFI, MEFE, and the consumer profile matrix. Once the integral communication plan was the developed, communication advertising and distribution strategies were build, whit their respective managers and budgets for the improvement of the same. Finally, the communication plan will be of great help to cover all the needs and that in this way can arise in the market. The application of the proposed Integral communication plan is recommender to of time favorable result for microenterprise and the fulfillment of the aforementioned objectives.