Plan de comunicación integral para posicionar la distribuidora de cerveza El Puma en la ciudad de Ambato.

Abstract

The development of the integral communication plan for the positioning of "El Puma" Beer Distributor in Ambato city, had as its objective to elaborate strategies that seek to strengthen the image, and reputation of the brand, through the effective communication of the values, personality, and benefits that the company must generate recognition, confidence, and loyalty on the part of the clients. For the development of the research methods, techniques, and instruments were applied, such as the interview with the owner-manager and survey of men and women who are part of the economically active population of Ambato city, as well as the construction of the SWOT matrix where several shortcomings were determined as frequent outdated information from social networks, deficient human talent, inappropriate display of products, lack of strategies at the point of sale and poor differentiation in certain products. The integral communication plan was developed through the creation of communication strategies and actions allowing "El Puma" beer distributor to achieve a correct positioning and business success, with greater recognition, customer loyalty, employee empowerment, and sales growth. The lack of a communication plan has facilitated the continuous growth of the competition in the market; the company has not been able to increase its client portfolio or build customer loyalty due to the lack of knowledge and training for internal and external clients. It is recommended to implement the communication plan prioritizing the use of alternative means of communication due to the advantages they offer in terms of cost, coverage, immediacy, and effectiveness through advertising media that allow to satisfy market demands promptly.