Plan de comunicación integral para posicionar a la tienda deportiva Manolo Sprint, en la ciudad de Esmeraldas

Abstract

The present graduation project aimed to design a comprehensive communication plan with the purpose of positioning the sports store Manolo Sprint in the city of Esmeraldas, Esmeraldas province. For the research, a situational study was conducted through observation sheets. Subsequently, the population's opinion was considered by conducting a market study using two types of instruments for data collection. This included an interview with the owner of the sports store and a survey that was administered to a portion of the population, represented by a stratified probabilistic sample of 383 inhabitants, to assess their level of awareness of the sports store. Graphs and tables were used to analyze the data, which revealed results such as a lack of brand awareness and factors influencing purchasing decisions, such as price and brand. On the other hand, social media was identified as the preferred communication channel, as the survey respondents expressed their interest in receiving information, promotions, and advertising from the sports store through these platforms. The proposal includes the creation of the company's philosophy and communication strategies that will enable the sports store to achieve the desired positioning, customer loyalty, increased sales, and greater recognition.