Plan de comunicación para posicionar la marca de la microempresa Hana Jabones Artesanales de la ciudad de Riobamba

Abstract

The aim of the current degree work entitled Communication Plan to position the brand of the microenterprise "Hana Jabones Artesanales" of the city of Riobamba is to improve the positioning of the same to increase the customer base and generate recognition at the local level. In the research, the qualitative research methodology was applied through the use of the survey tool, for which the economically active population of the city of Riobamba was determined as a sample, in addition, an interview was conducted with the owner of the microenterprise with a questionnaire consisting of questions related to the topic. With the field work carried out, information was collected about the factors that are considered important when deciding to purchase personal hygiene products such as soaps. Additionally, it is important to consider the importance of the content that will be disseminated about the product in the different media, so that the strategies that will be proposed can be directed in the right way. With these results, it is proposed to implement a communication plan in which the strategies to be applied are determined in order to improve the positioning of the company. It is concluded that the product, being of mass consumption, has a great acceptance in the market, but it is important to take into account the added value that can be offered to the customer with the possibility of turning him into a loyal customer. It is recommended to the managers of the company to take into account and apply the communication plan in order to achieve the objective proposed in this research work.