Plan de comunicación para mejorar el posicionamiento de marca de la Estación de Servicio ESPOCH Gasolinera Politécnica E.P. de la ciudad de Riobamba

Abstract

The following Communication Plan research project is aimed at improving the brand positioning of the ESPOCH Polythenic Gas Station EP, located in Riobamba city, with the main purpose of positioning the brand in the Riobamba town market. The methodology is based on the application of surveys to people in strategic places around Riobamba city, also strategic planning tools were applied that determined the current situation of the company, such as macro and micro environment analysis, SWOT matrix and competitive profile matrix (CPM) were taken into consideration. Through the market study, it was determined that the ESPOCH Polythenic Gas Station E.P. It maintains a position of high recognition in the market lower than 60%, which means that it requires marketing tools, the same that contribute to improve the current situation within the company compared to the market. The proposal is based on the creation of positioning strategies, emphasizing advertising and promotion, adapting to the real situation and needs of the service station. It is recommended that the Service Station, publicize its services portfolio so that current and potential customers have knowledge of the company and its services in order to fill in a place in the consumerʹs mind, achieving a strong market positioning through advertising.