Plan comunicacional para el posicionamiento de marca de la Microempresa CIFLO Textil de la ciudad de Riobamba

Abstract

The research project presented below exposes such a communication plan that allows the positioning of the CIFLO TEXTIL microenterprise in the city of Riobamba. Its purpose is to improve brand positioning, contributing to the competitiveness, growth and prestige of microenterprises concerning competition. Regarding the methodology, techniques and instruments were used for data collection such as the interview that was directed to the owner of the microenterprise and through a survey applied to potential clients. Within the study, it was possible to show that more than 90% of the people surveyed by the garments already made due to lack of time, most people do not know the CIFLO TEXTIL brand and also the commercial activity they carry out. This communication plan contains communication strategies, positioning, advertising, brand strategies, objectives, tactics, responsible, budget and chronogram, which will strengthen the corporate image and create a better advertising scenario since it is an essential medium in the area of commercial communication. The execution of the proposed communication plan is recommended to increase the consumption of the product, service and thus achieve market positioning.