Plan de comunicación integral para posicionar a la empresa librería y papelería Gama de la ciudad de Riobamba

Abstract

The Integral communication plan to position the company Librería y Papelería GAMA in the city of Riobamba was developed with the objective of analyzing the importance of the communication plan for the positioning of the company in the market. For its development a quantitative and qualitative methodology was used, and instruments such as the interview with the manager and surveys were applied, which were directed to the PEA of Riobamba where the following shortcomings were found: the company is not taking advantage of the various opportunities offered by communication technologies, campaigns in traditional media have not been carried out for a long period, the institution does not have a presence in networks that allow it to propose an assertive and constant communication with its customers. Eight communication strategies were proposed to improve the messages issued by the company and the management of the channels used effectively to achieve better positioning. The implementation of communication strategies and techniques will strengthen the interaction and messages issued by Librería y Papelería GAMA with each of the various actors that surround it and are of interest to it, through the pursuit of the proposed objectives. It is recommended to put into practice the proposed marketing communication strategies and techniques, in addition to complying with the established schedule that has indicators for each case; if the proposed goals are not met, they should be reconsidered with an appropriate study aligned with the institutional objectives.