Plan de comunicación integral para posicionar la imagen corporativa de la Empresa Megacolor en la ciudad de Riobamba

Abstract

The present research work carried out is called the Comprehensive Communication Plan to improve the positioning of the corporate image of the Megacolor Company in the city of Riobamba, it aims to improve its positioning to increase the client portfolio and have recognition for local level the research was carried out through the application of surveys to internal collaborators and the economically active population of the city of Riobamba, in order to gather information that is the starting point for making the planned proposal, in addition a fundamental instrument was applied in the Research such as the interview that was used to the owner to the company who released important data to implement the comprehensive communication plan. As a result, it was obtained that the Megacolor company has a weak positioning in the city of Riobamba, the respondents considered the prices that the companies that sell these products important, since the economy of the country is unstable, therefore people seek to economize their Purchases also state that the service provided is efficient and their level of satisfaction with products is good, however, it does not reach a very satisfactory level. That is why it is proposed to implement the comprehensive communication plan that seeks to give recognition and social positioning to the company, because it does not handle an adequate internal and external communication system, through promotion strategies, digital advertising and printing, motivation and capacity development for personnel improving both internal and external behavioral protocols, it is also recommended that the Company´s protocols take into account and apply the comprehensive communication plan in order to improve positioning and increase the client portfolio.