“Plan de comunicación para mejorar el posicionamiento de la imagen corporativa de Mollejitas del Norte en la cuidad de Riobamba”

Abstract

The objective of this research was to develop a communication plan to improve the corporate image of the Mollejitas del Norte company in the city of Riobamba, which will allow the positioning of the brand in the Riobambeño market. Regarding the methodology used, the first step was to survey the economically active population of the city of Riobamba as a sample whose information collected revealed the degree of recognition that the company currently has. Next, a situational analysis was essential to determine the company's strengths, weaknesses, opportunities, and threats. With this background, the proposal of this study focuses on creating internal and external communication strategies to improve the company's positioning, managing the most used transmission media such as social networks and conventional media. For this reason, advertising and promotion were emphasized and adapted to the current situation and needs. Finally, this research suggests that implementing the eight strategies framed in the Communication Plan proposal will improve the positioning of the company's corporate image so that its current and potential customers are aware of the company and its products. In addition, they will occupy a place in the consumer's mind, achieving market positioning through good communication.