“Plan de comunicación para posicionar el proyecto social Punto Plaza de la COAC Nueva Esperanza en la ciudad de Riobamba”

Abstract

The present research consisted of designing a communication plan to increase sales and market share of the articles presented by Punto Plaza. The method was based on a survey of the inhabitants of Riobamba city, specifically the economically active population. Based on the findings, it was determined that there is insufficient correspondence to strengthen the relationship between the organization and its clients, a lack of consideration for them in the post-sale process, and a lack of use of social media and the company’s website. To eradicate these weaknesses, we proposed a communication plan with developing methodologies and exercises aimed at strengthening the Punto Plaza brand, improving reliable correspondence, and retaining and attracting current and potential customers. They evidenced a positive relationship between the communication plan and the increase in sales and market participation. In this way, the correspondence plan constitutes the instrument that will mark the communicational systems of Punto Plaza, with the correct details, it will produce a positive progress because of the factors mentioned above.