Marketing comunicacional para el posicionamiento de la empresa lácteos santa fe en la Ciudad de Riobamba

Abstract

The lack of a communication marketing plan is the great problem faced by Lácteos Santa Fe company, which directly affects the positioning, its level of competitiveness within the market, the increase in the customer portfolio and communication. Therefore, the objective set for the research was to propose a communication marketing plan for the positioning of the Santa Fe dairy company in Riobamba city. The methodology that was implemented had a quantitative and qualitative approach, exploratory, descriptive and correlational research was used since two hypotheses were proposed, the null and alternative hypotheses, having a non-experimental cross-sectional design, since the variables were not manipulated. The population under study was the economically active population of Riobamba city, where a documentary and field investigation was applied to obtain information that served for the development of the research, and a questionnaire of ten questions which served to know the positioning that the company had and determine communication strategies that the population under study prefers. Through this methodology, it was established that communication strategies are essential to increase the recognition and positioning of a brand; digital media should also be used as a communication channel since it allows for greater reach with the public and immediate interaction. In the same way, it was determined that training the sales area contributes to the development of the company and consequently the increase in its income. In this way, it is concluded that the Santa Fe company must consider the research carried out and apply the proposed strategies in order to increase the positioning of the brand and customer loyalty.