Plan de comunicación corporativo para el posicionamiento de los productos financieros de la cooperativa de ahorro y crédito “sol de los andes” ltda. En la Ciudad de Riobamba

Abstract

The present research study, "Corporate Communication Plan for the Positioning of Financial Products of the Savings and Credit Cooperative 'Sol de los Andes' Ltda. in Riobamba city," faces significant challenges in the financial market competition. Despite offering solid financial products, the lack of a strategic focus on corporate communication has limited its visibility and participation compared to larger financial institutions. Also, this research aimed to develop a Corporate Communication Plan to enhance the positioning of the cooperative's financial products. The plan aims to strengthen the brand identity, increase awareness among potential customers, and foster loyalty among existing members. The research employed a mixed approach, with a descriptive research level, including a situational study through observation sheets. Furthermore, the opinions of the population and employees were considered, using two types of instruments for data collection: interviews and surveys. The results reveal key areas for improvement in corporate communication, emphasizing the need for a digital strategy to optimize existing communication channels and the implementation of specific campaigns to promote financial products. This has the potential to positively transform the firm's position in the financial market. Finally, effective communication is expected to strengthen the connection with members, attract new customers, and consolidate the cooperative's presence as a competitive and reliable option in the financial sector.