Plan de comunicación para mejorar el posicionamiento de la Empresa Supermercado Total Home de la ciudad de Riobamba

Abstract

The present degree work proposes a communication bread in the Super Home Total Home company with the aim of improving the management of external communication through effective strategies that allow achieving a brand positioning within the riobambeño market, for them and conducted a market study through surveys applied to potential real and potential clients in the city of Riobamba, specifically to the economically active population of the five urban parishes to know the customer's perception of the brand; nevertheless, for the calculation of the sample size, proportional stratified sampling was used in order to avoid possible biases, whose result reflected that the company lacks positioning, in addition an analysis of the current situation of the company was made through the different Matrices with respect to their environment, likewise, the SWOT analysis was performed to determine the main shortcomings present within the organization. The development of the communication plan proposes the direction of effective strategies that achieve an interconnected communication with the target audience for which the redesign of the brand was necessary since the current one presents confusion due to the excess of information in the same image. It is concluded that this work will promote the correct dissemination and delivery of information to the target audience, for which the use of digital media (social networks, web pages) is recommended since people are currently familiar with these media over printed media (flyers, posters, labels); This way you can achieve the objectives of the company.