Plan de marketing integral para el posicionamiento de marca de la Empresa APAYSAMI de la ciudad de Riobamba

Abstract

The degree work presented proposes a Comprehensive Marketing plan for the brand positioning of the Apaysami company, in order for it to be recognized in the Riobamba market, this being an important factor at present time, doing relevance in the aforementioned, a qualitative-quantitative study approach that helped the respective analysis of the results that were obtained through the different techniques applied, obtaining information with the inductive and deductive method, for which an interview was conducted with the corporate company, which is conformed by manager, president and three other people as partners, a survey of the city's PEA and an Eye tracking study of an average of participants in the Neurolab laboratory of the Marketing College at Escuela Superior Politecnica de Chimborazo, obtaining low results in terms of positioning, the different study techniques applied entail a relationship in which the current brand is not directly related to the commercial activity to which the company is engaged, for which a comprehensive marketing plan was developed in which different strategies were proposed that will strengthen the company to achieve its positioning, strategies were proposed for the improvement of the website, virtual platform, presence in social networks, training for administrative staff and clients, among others. The application of these strategies is recommended, which will help to meet the proposed objectives and therefore achieve brand positioning in the Riobamba market.