Plan de comunicación integral para posicionar a la empresa Café Valle de los Andes de la ciudad de Riobamba

Abstract

The lack of a communication plan is the significant problem faced by Café Valle de los Andes, which affected its brand image and market positioning. The research methodology was based on a mixed approach, combining quantitative and qualitative techniques, with an exploratory, descriptive and explanatory scope, using a non-experimental - transversal research design. To analyze and discover the current situation of the company, a survey was conducted to a representative group of potential customers in order to evaluate the brand's communication. In addition, an interview with the manager was conducted to obtain a detailed vision of the company's needs and objectives. The results showed that this microenterprise has an important challenge in the current market due to the lack of positioning and the low preference of consumers, in addition it lacks effective communication strategies that prevent the creation of a reputation for the brand, at the same time it does not have a physical point of sale in spite of its dedication to the sale of high quality Arabica coffee, the company has not been able to take full advantage of its added value due to the lack of an effective and efficient communication strategy. In response, an Integral Communication Plan was proposed to position the company Café Valle de los Andes in the market and improve its reputation. Focusing on integral communication strategies, measurable and sustainable in the long and medium term, in order to improve the positioning of the brand in the market and increase customer preference towards the brand.