Plan de comunicación para la Empresa INDUMEP de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present work of qualification Communication plan for the company INDUMEP of Riobamba City, Chimborazo Province was elaborated to design communication strategies to generate positioning since at present it does not have adequate communication to report on its products to its target audience; primary and secondary data were used to gather information, in addition to work with similar topics, to take data as a starting point when preparing market research. The design and implementation of the survey were mainly to a part of the EAP in Riobamba City, through the calculation of the sample, which allowed to determine the current situation of the company in the market, evidencing the low positioning it already has that only 35% of respondents know INDUMEP. Due to the communication implemented has been empirically using only business cards and does not have strategies that allow them to capture customers through the use of digital media. Through the elaboration of the communication plan, strategies are proposed for the development of new markets, branding, use of social networks to communicate products and provide information through a digital catalogue, which will increase their market partition and generate higher positioning for the company. The recommendation is to implement the strategies developed according to the dates established in the AOP to reflect the benefits in the INDUMEP company.