Plan de comunicación integral para mejorar el posicionamiento de marca en la Microempresa Ancestral Food de la ciudad de Riobamba

Abstract

The objective of this degree work is to design a comprehensive communication plan at the Ancestral Food micro-enterprise in order to improve brand positioning in Riobamba city. This research is based on an investigative, bibliographic and field methodology; Primary and secondary information was collected through surveys conducted to Riobamba population, among the main findings were determined that: the Ancestral Food brand is not positioned in Riobamba market, which is why most people are not familiar with it, because the brand has not focused on selling its products in markets or frequent sale spots within the city, the information is very limited mainly in media and social networks, in addition to the results, it was possible to detect the preferences and needs of The current and potential clients of the microenterprise, that is why a situational analysis of the microenterprise was carried out through matrices such as the Value Chain, SWOT, MEFI Matrix and MEFE, among others. Once the communication plan was structured according to the needs of the organization, the proposals were presented, detailing strategies, objectives, tactics, responsibilities and budget, as well as the monitoring mechanism. Finally, the comprehensive communication plan will cover up each of the needs and requirements of the microenterprise since it has great long-term benefits, and its execution is recommended for the fulfillment of the microenterprise objectives.