Plan de comunicación integral para el posicionamiento de la agencia Servientrega “Paseo Shopping Riobamba”.

Abstract

The integral communication plan to position the “Servientrega Agency Paseo Shopping Riobamba" was developed with the objective of designing integral communication strategies for the positioning of the company and making assertive decisions. For the development a mixed approach methodology was applied, where surveys were applied to collect quantitative and qualitative data, as well as a situational diagnosis of the company through the review of relevant documents where it is determined the absence of communication strategies, limited use of social networks, low budget for communication, poor training of human talent, lack of evaluation to measure the effectiveness in the short, medium and long term. To solve the problems, marketing strategies focused on the client were developed, the most outstanding of which is a billboard detailing the services provided to the community in an eye-catching and innovative way that captivates the client with a trained human talent that fulfills the functions and responsibilities. The absence of a comprehensive communication plan has limited the company's positioning in the market, which has facilitated the continuous development of the competition and has prevented the company from building customer loyalty, due to the lack of training for employees. It is recommended that the manager implement the communication plan prioritizing the use of alternative means of communication to achieve positioning through advertising on social networks, and training to human talent, among others that ensure efficiency in administrative, commercial, and financial management in order to increase sales volume, customer portfolio and loyalty.