Plan de marketing integral para el posicionamiento de la marca “Rancho JJ Restobar Pub”, del cantón Guano, provincia de Chimborazo

Abstract

The objective of this research was to design an integrated marketing plan for the positioning of the brand "RANCHO JJ" RESTOBAR PUB", in Guano canton, province of Chimborazo, based on the data obtained through field research applied to the PEA of the city of Riobamba, a quantitative and qualitative study plan that generated an investigation focused on potential customers of this establishment. The quantitative approach was developed through field research which included the application of surveys and interviews, after the collection of this information, the analysis of the results was carried out and expressed in tables and graphs, while for the qualitative approach, direct observation was applied to the company, so in summary, both approaches were part of the situational analysis applied. The most evident result was that in the field research, 90% of the surveyed population stated that they are dissatisfied with not having enough attractions in the Guano canton for their enjoyment. It is concluded that the marketing strategies raised from digital media will increase both the physical and digital positioning of the establishment, thus generating higher profits, therefore, it is recommended to execute the present research work and maintain a vision of growth at the national level.