Plan de comunicación integral para posicionar la empresa Zuriel Store en el cantón Quevedo

Abstract

The objective of this degree work is to design strategies and tactics for brand positioning in the Quevedo market through market research and diagnosis of the company's situation. The perceptions of the population were considered relevant using two types of data collection tools, such as the interview guide conducted to the company's manager and the survey for external customers, to determine the sample size a stratified probability sampling was used. The market research in external customers shows a lack of ignorance such as the price and brand of the product, and their desire for information through social networks and billboards; although the survey to the manager of the company reflects a lack of a comprehensive communication plan and dissatisfaction with the way the information was received, on the other hand, having a comprehensive communication plan will help position the company's brand in Quevedo. The proposal contains communication strategies and actions that will enable the Zuriel Store brand to achieve positioning and business success, with greater recognition, customer loyalty, employee empowerment and sales growth. A constant evaluation of the market is recommended to make proactive decisions for business growth.