Plan de branding para incrementar las ventas de la empresa Creaciones Robalino J.C. en la ciudad de Riobamba

Abstract

The present study was aimed to create a “Branding Plan to increase sales in a company called Creaciones Robalino J.C., headquartered in Riobamba city". First of all, an interview was applied through a question guide, to the manager of the company in order to determine the current situation of the company. After that, the information was collected through a questionnaire which was validated by a pilot survey with a cronbach's alpha of 0.81, that was applied to a representative sample of the urban population of Riobamba city, where the influence of branding on the clothing and positioning of Creaciones Robalino JC was determined. Once the field information was obtained, it was found that the company lacks a visual image that allows the recognition of stakeholders, the presence in social networks is null, which makes difficult the interaction and acquisition of new customers which affects its sales. in addition, it was evidenced that 88.10% of the population do not know the existence of the company. Also 67.9% of people usually identify the brand of clothes before to purchase them. From that perspective, it was concluded that the company is losing its position and market share, for this, it was recommended to implement a corporate visual image and other strategies that improved profitability, and the positioning of the company within the textile market.